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ATO - Asociace televizních organizací News Google strongly manipulates data

Google strongly manipulates data

01.10.2014

The television and other players of the media market associated in the Association of TV Organizations (ATO) object to the way Google company interprets research data. In the press release of 25th September 2014, the Internet web site YouTube is called the mostly watched TV channel. Google supports the statement with data from several different surveys that is methodologically handled in an unacceptable manner.

These days, Google company flooded the Czech media with a press release that certainly takes aback anyone who has ever heard of the correct handling of research data. The release does not hesitate to compare declarations with measurement, it ignores different target groups of general TV and internet population and thus it compares the incomparable: even an amateur can clearly see that these are people with different behaviour. In one of the key charts, no age target group is indicated at all, the text only talks of “people”.

“It is absolute nonsense to compare numbers for the online population and TV population within a single chart as Google does comparing the YouTube’s and TV channels’ performance. This comparison is naturally advantageous for YouTube,” the main statistician of the ATO People Meter Project Tomáš Hanzák from the Mediaresearch company stated.

The release amply cites data from the electronic measurement of TV audience project without this being clearly indicated. “The data are in the exclusive ownership of the ATO. We did not give permission to them being used and we strongly object to it. The incorrect interpretation of data damages our members, especially the broadcast providers, e.g. the Czech TV, FTV Prima and others,” the managing director of the ATO Vlasta Roškotová said on the topic.

According to the ATO, Google’s press release is pure data demagoguery. The question arises whether this kind of PR is acceptable for the Czech market. “From the expert point of view, we consider the message contained in the press release unprofessional and misleading. We are surprised that such a global technology giant let this happen, misinterpreting data of the TNS Aisa company research,“ Tereza Šimečková, Chairwoman of the Board of the Mediaresearch company, said on the issue.

Annotation:

* online population = individuals using the Internet

* TV population = individuals living in households with at least one functional TV set

 

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