Austria TV measurement to integrate data from HbbTV devices

Thursday, July 25th, 2024 
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Teletest 2.0: The evolution of video measurement starts on September 1, 2024

  • International showcase project of the TELETEST working group (Arbeitsgemeinschaft TELETEST – AGTT) and the domestic broadcasters delivers new data quality for the TV universe.

VIENNA — After a development and testing phase lasting around four years, Teletest 2.0 will deliver a new data quality for the advertising industry, media agencies and broadcasters from September 1, 2024. The new reach measurement combines the existing Teletest panel with return path data from over 1.1 million HbbTVs connected to the Internet in Austria. The improved measurement methodology, which is seen as a model project throughout Europe, drastically reduces fluctuations in smaller target groups, and so-called “zero reach” due to insufficient case numbers is a thing of the past. The result of Teletest 2.0 is even more stable and reliable data.

The evolution of reach measurement combines the data from HbbTVs with the existing representative Teletest panel, whereby the technically generated big data is extrapolated according to socio-demographic and consumption characteristics. In addition, the data is in principle available live and forms the basis for a completely new type of TV advertising time marketing: TV-LOAD.

Time-shifted TV usage in Teletest 2.0

Another advantage: While previously the time-shifted use of TV content was only available eight days after the broadcast, in the new Teletest 2.0 this will be the case the day after the broadcast. To this end, the time-shifted use is already modeled for first data publication and can therefore be analyzed and used for press work. Eight days after the first broadcast of a program, this extrapolation is replaced by measured data.

As before, the data from Teletest 2.0 will be published on the AGTT website on the morning of the following day.

“By integrating the return path data, the number of cases for the Teletest 2.0 increases exponentially. The improved data quality offers significant advantages in TV planning and ensures that the Teletest 2.0 with its audited and reliable figures is the recognized and trustworthy currency in the TV world,” explains Thomas Gruber (ProSiebenSat.1 PULS 4), chairman of the TELETEST working group.

Gruber reports keen interest from other European countries, where the Austrian first-mover project is being followed and the adoption of the new reach measurement is being evaluated.

Comparisons of the data generated in the test phase of the Teletest 2.0 with its predecessor model, which has been based on electronic measurements in a representative panel since 1991, confirm the high quality and reliability of the new data. The TELETEST working group worked closely with the media agency interest group (IGMA) to develop the pioneering TV measurement. As a joint and recognized market solution, the Teletest 2.0 covers the entire Austrian TV universe with an unchanged set of channels.

“With Teletest 2.0, Austrian marketers and broadcasters are focusing on even more transparency. In contrast to global platforms, advertisers and agencies can rely on valid and audited data. The entire Teletest 2.0 innovation project was developed and implemented in Austria, creates added value here and supports Austria as a TV and media location,” Gruber continued.

Most TV viewing takes place on the big screen

According to the latest video study by RTR Medien and the TELETEST working group, 94 percent of all TV content is viewed on the big screen. 89 percent of the content consumed on the big screen is broadcaster programs. In the younger age group of 14 to 29 year olds, this share is a remarkable 78 percent. More than three quarters of the video minutes viewed daily in Austria are broadcaster content, which is either viewed on live TV or time-shifted, with on-demand usage continuing to grow.

“The Teletest 2.0 offers a much more stable measurement of TV reach through the use of big data and provides a clearer picture of actual TV usage. This particularly benefits smaller and niche channels that were previously not represented correctly. In addition, the accessibility of smaller target groups in media planning is significantly improved. The Teletest 2.0 is a milestone in TV measurement that was achieved in intensive dialogue between the media agencies and the TELETEST working group,” says Susanne Koll (Hearts & Science Austria), President of the Association of Media Agencies (IGMA).

Foundation laid for global innovation

With the official launch of Teletest 2.0, the foundation has been laid for another innovation from Austria. By merging panel data with measurements from more than a million HbbTV devices, Teletest 2.0 data is available in real time and forms the basis for TV-LOAD. TV-LOAD accesses this live data to optimize advertising blocks in real time. The pioneering tool will be rolled out by Austrian video marketers over the next few months and enables precise digital targeting in the high-reach, high-quality broadcaster environment. The data from Teletest 2.0 can be used to put together spots for an advertising block for specific target groups, further increasing the performance of TV campaigns. TV-LOAD makes frequency caps within jointly marketed broadcaster groups possible, as well as detailed reporting.

Links: TELETEST