The service is based on an audience attribution platform developed by TVbeat and shows viewer behaviour across channels and programmes to what Freesat says is a high level of granularity, giving channel executives and other users new datasets on which to derive insights from audiences.
Anonymised data has been captured from over 100, 000 connected Freesat set-top boxes (STBs) - whose users have opted in to share the data - and then processed instantaneously by TVbeat’s platform. The resulting data sets are displayed on an online dashboard.
As well as real-time linear TV viewing data, the service returns behavioural information related to time-shifted and on-demand viewing, and can be segmented by users’ location, viewing duration and resolution. For the first time, says Freesat, broadcasters will have the opportunity to act on the data in real-time – such as by optimising programming within and around a show while it is still airing.
The service also offers insight into programming crossover showing, for instance, viewers who move across channels and on demand services to watch particular programmes and the ability to identify if an audience returns week-on-week for a new TV show.
Significantly, it also lets broadcasters observe data on time-shifted viewing, based on PVR usage within a user-defined timeframe, rather than relying solely on the traditional 7-day window. Moreover, it can measure VOD impact with granular visibility of services like the iPlayer, ITV Hub, All 4, Netflix, YouTube and other on-demand services.
“The insights provided by a combination of real-time data, scale and granularity will, we believe, have a significant and positive effect on the broadcast industry, ” said Freesat MD Alistair Thom. “More importantly, it will benefit viewers, as it enables broadcasters to respond quickly and precisely to their preferences. Ultimately this real-time, granular measurement system will help to maintain a robust free-to-air TV market in the UK. We look forward to working with TVbeat, broadcasters and others to harness the extraordinary potential of the data.”
