ATO members:

Project development

The television audience measurement project in the Czech Republic is not a static one. During its implementation it has been innovated and expanded in various areas with the co-operation of the provider and its contractor. A number of innovations were included in the project upon its transition to PEM V (PCEM  - 2018-2022) and it is likely that more innovations and extensions shall follow throughout this project, including e.g. the measurement of out-of-home TV audience.

Technological innovations:

  • Transition to non-invasive measuring technology based on audio matching principles.
  • Expansion of the project to include deferred television viewing (also known as ‘time-shift’).
  • Expansion of the project to include live and deferred viewing of TV programmes on computers (typically TV stations’ online archives).
  • Supplying selected preliminary indicators of online mode viewing (delayed by 7-9 minutes)

Methodological innovations:

  • Innovative approaches to the processes of data weighting and statistical analyses ensuring utmost representability of measurement outcomes on the whole television population of the Czech Republic.
  • A brand new ABCDE socio-economic classification (ordinal segmentation of households according to their socio-economic status) introducing a significant qualitative upgrade compared to the ABCDE classifications used in the Czech Republic before.
  • Gradual expansion of the project to include new, individually reported stations. The number of the reported stations has risen over the project implementation from originally 4 to currently 51 individually reported stations.
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