WEB TVANNUAL REPORT 2012 SWEDEN v Author & Design Tigran Zakarian Translation Myriam Bawoua Marie Hallinan MMS - Mediamätning i Skandinavien Drottningg 108, S-113 60 Stockholm +46 (0)8 736 10 00 mms@mms.se v Summary Period Participating parties 2012 Weeks 1-52 2/1-30/12 SVT MTG TV TV4 SBS TV 615 597 112 Started streams 91 782 307 Hours spent 93 354 211 Published programmes and clips Notes - Historic data is presented from as far available. Since MMS has not been measuring Web TV for two full calendar years, the measurements from 2011 are not sufficient for comparison. - Between weeks 42 and 48 the measurement code for MTG TV was revised due to overall complications in the user experience, meaning that measurement data from this period is incomplete. PREFACE The media landscape is constantly changing, and right now driving its development is Internet and Moving Picture content. As a result of this, we can look back at a truly amazing year for web-TV viewing. In 2012, a long series of records for TV-viewing via Internet were set. Almost 616 million streams were started and almost 92 million hours were spent on web TV during the year. The programme with the greatest web audience over the course of the year was the traditional Christmas Eve episode of “Julkalendern”, which was shown on SVT Play. “Julkalendern” attracted an audience of just under 468 000 during an eight day period. The record in terms of number of streams started was set by SVT and Sveriges Radio for the programme “Musikhjälpen”, which generated over 729 000 started streams in the week it aired. Earlier in the autumn, the season première of “Solsidan” on TV4 broke viewing records with an online audience of over 204,000, which clearly shows that television programmes with large television audience numbers can also generate large viewing figures on the Web. For MTG TV, the ninth episode of “Svenska Hollywoodfruar” generated more than 314 000 hits with a further online audience of nearly 77 000. SBS TV’s greatest success of the year was the third episode of the documentary “Fråga Olle”, which peaked with nearly 186 000 starts plus an online audience of just below 135 000. Patterns linked to both content and availability has emerged strongly in the web-viewing category during the past year. Traditional TV viewing has been shown to catalyze web TV viewing with the attractiveness of the programme increasing the number of viewers on both platforms. Both “Solsidan” and “Julkalendern” are prime examples of this. We have also noticed that internet only Web TV content can also reach a large audience without the support of traditional TV. For the consumer, it is rarely a question of choosing either web-TV or traditional TV as the vast majority choose both. Their choice is influenced by when they can watch the content, the type of content available and by the availability of content on specific viewing platforms. Therefore the synergy between web-TV and traditional TV is obvious. It is certain that the viewer will have a greater opportunity to choose what, where, when and how they decide to view their TV media in the future. However, there is nothing to suggest that “TV Guide” TV is heading towards the grave, with all indications pointing towards a mutually beneficial co-existence with a more user defined TV viewing experience. Finally we would just like to note that despite a breakthrough in the last year, web TV is still in its infancy and research suggests the TV viewing on mobile or tablet devices will increase sharply in the coming years. It is also predicted that total television viewing, regardless of platform will continue to increase. However one thing that will stay constant is that MMS will be there to measure the consumption, regardless of the medium. Happy reading! Magnus Anshelm, CEO Contents Total level 6 Title level 19 About MMS 28 Material from this report may be published, providing MMS is clearly stated as the source Total Level This report is divided into two parts, total level and title level. Total level shows a macro perspective with help of the measurements of started streams and time spent. All web TV consumption derived from players that are a part of the MMS online currency is included in the total figures, with the exception of advertisements. Everything is accumulated to the total level regardless of whether we spent two hours or 2 seconds viewing a programme or clip. The other part of the report, title level, has a micro perspective and focuses on individual programmes and clips, measuring started streams and web audiences. Starts 25 000 000 20 000 000 15 000 000 10 000 000 5 000 000 0 1 3 Jan 5 7 Feb 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr 2013 Maj Jun 2012 Jul Aug Sep Okt Nov 52 Dec 2011 615 597 112 streams were started last year, which averages out at 11 838 406 starts per week. According to the graph for started streams, there are three distinct peaks during the year: Between February and March, the first half of August and the middle of December. The summer period is usually a low season for both TV and web-TV viewing, but large events such as the London Olympic games 2012 attracted a large amount of viewers, showing clear results when measured. Just as with the previous year, there is a positive viewing trend up until the 50th week with a downturn during the last 2 weeks of the year. 6 Week 8 was the year’s highest recorded week with 20 900 000 started streams. The lowest week during the year was week 27, with 5 300 000 started streams. Starts 25 000 000 20 000 000 15 000 000 10 000 000 5 000 000 0 1 3 Jan 5 7 Feb 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr Maj Jun Jul Aug Sep Okt Nov Vecka SVT TOT ST MTG TV TOT ST TV4 TOT ST SBS TV TOT ST TOT ST The graph above shows figures from the past year for each individual operator, as well as the total measured in started streams. 7 52 Dec Time Spent 6 000 000 5 000 000 4 000 000 3 000 000 2 000 000 1 000 000 0 1 3 5 Jan 7 9 Feb 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr Maj Jun 2013 Jul Aug 2012 Sep Okt Nov 52 Dec 2011 91 782 307 hours of web TV were consumed in 2012, giving an average of 1 765 044 hours per week. Aside from the period of time during the Olympic Games, consumption was lowest during the summer and highest during the winter. The year’s most dramatic increase occurred during week 5 when consumption beat all previous weekly records with 5 642 971 hours spent. Time Spent 6 000 000 5 000 000 4 000 000 3 000 000 2 000 000 1 000 000 0 1 3 Jan 5 7 Feb 9 11 Mars 13 15 17 19 Apr 21 Maj 23 25 Jun 27 29 Jul 31 33 Aug 35 37 39 Sep 41 Okt 43 45 47 Nov Vecka 8 SVT TOT H MTG TOT H TV4 TOT H SBS TV TOT H TOT H 49 52 Dec SVT SVT Starts Starts 18 000 000 16 000 000 14 000 000 12 000 000 10 000 000 8 000 000 6 000 000 4 000 000 2 000 000 0 1 3 Jan 5 7 Feb 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr Maj 2012 Jun Jul Aug Sep Okt Nov 2011 SVT’s web TV initially shows a declining trend in started streams from relatively high levels. The summer period registered lower levels compared to previous year, with the exception of the duration of the Olympic Games, resulting in high levels of streams started during weeks 31 and 32. During week 50 both, “Julkalendern” and “Musikhjälpen” achieved the highest figures of the year. In all 384 278 559 streams were started on SVT during the course of the year. That is an average of 7 389 972 a week. 9 52 Dec SVT SVT Time spent H 5 000 000 4 500 000 4 000 000 3 500 000 3 000 000 2 500 000 2 000 000 1 500 000 1 000 000 500 000 0 1 3 Jan 5 7 Feb 9 11 Mars 13 15 Apr 17 19 21 Maj 2012 23 25 Jun 27 29 Jul 31 33 Aug 35 37 Sep 39 41 Okt 43 45 47 Nov 49 52 Dec 2011 The graph for hours spent does not fluctuate like the graph for streams started. The previous year’s figures show higher levels from June to October, with the exception of during week 31. There is a dramatic increase in the 50th week, with “Musikhjälpen” making a large contribution. Out of a total 4 876 802 hours spent during week 50, 2 900 000 of those hours can be attributed to “Musikhjälpen”. A total of 42 155 954 hours were spent viewing SVT Play during the year, giving an average consumption of 810 691 hours a week. 10 MTG TV MTG TV Starts Starts 2 000 000 1 800 000 1 600 000 1 400 000 1 200 000 1 000 000 800 000 600 000 400 000 200 000 0 1 3 Jan 5 7 Feb 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr Maj 2012 Jun Jul Aug Sep Okt 2011 MTG TV registered its highest figures during week 41 with 1 796 056 started streams. The programme with made the biggest contribution were “Svenska Hollywoodfruar” and “Ensam mamma söker”. The lowest entries were measured during the summer months of June to August. In comparison to the previous years, the figures for 2012 were higher week by week for the majority of the year. In total, 46 883 241 streams were started from MTG TV during the year giving an average of 901 600 streams started per week. Between weeks 42 and 48 the measurement code for MTG TV was revised due to overall complications in the user experience, meaning that measurement data from this period is incomplete. 11 Nov 52 Dec MTG TV MTG TV Time spent H 700 000 600 000 500 000 400 000 300 000 200 000 100 000 0 1 3 Jan 5 7 Feb 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr Maj 2012 Jun Jul Aug Sep Okt Nov 2011 Measurements from last year show a peak during week 15, with a total of 578 936 spent hours. The programmes generating the most hours spent under that period were “Top Model Sverige” and “Wermland forever”. Aside from the peak in week 15, the trends for hours spent and streams started remain similar throughout the year. In total 16 418 288 hours were spent viewing MTG TV during the year, with consumption averaging 315 736 hours per week. Between weeks 42 and 48 the measurement code for MTG TV was revised due to overall complications in the user experience, meaning that measurement data from this period is incomplete. 12 52 Dec TV4 TV4 Starts Starts 9 000 000 8 000 000 7 000 000 6 000 000 5 000 000 4 000 000 3 000 000 2 000 000 1 000 000 0 1 3 Jan 5 7 Feb 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr Maj 2012 Jun Jul Aug Sep 2011 TV4 had the highest numbers of streams started during the spring months and also during larger periods in the autumn. The positive trend between weeks 6 and 8 can largely be contributed to “Big Brother”. The trend for started streams on TV4 is very similar to last year, with the exception of a peak in September 2011, largely attributed to the screening of the popular music reality show “Idol”. In total, 147 839 900 streams were started from TV4 during the year, averaging out at 2 843 075 per week. 13 Okt Nov 52 Dec TV4 TV4 Time spent H 1 200 000 1 000 000 800 000 600 000 400 000 200 000 0 1 3 Jan 5 7 Feb 9 11 Mars 13 15 Apr 17 19 21 Maj 2012 23 25 Jun 27 29 Jul 31 33 Aug 35 37 Sep 39 41 Okt 43 45 47 49 Nov 2011 For TV4 the trend of hours spent, follows the trend for streams started during the year. From October and onwards consumption is clearly higher compared to the previous year. In total, 24 282 494 hours were spent viewing, giving average consumption of 466 971 hours per week. 14 52 Dec SBS TV SBS TV Starts Starts 1 600 000 1 400 000 1 200 000 1 000 000 800 000 600 000 400 000 200 000 0 1 3 Jan 5 7 Feb 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Mars Apr Maj 2012 Jun Jul Aug Sep Okt Nov 2011 SBS TV had the highest number of weekly streams started between week 16 and 20, with programmes such as “Fråga Olle-dokumentären”, “En stark resa” and “Arga snickaren” recording the highest figures. As with the other commercial operators, the lowest levels were recorded during the summer and around the Christmas and New Year period. In total, 32 240 781 streams were started from SBS TV during the year, giving an average of 600 784 streams started per week. 15 52 Dec SBS TV SBS TV Time spent H 350 000 300 000 250 000 200 000 150 000 100 000 50 000 0 1 3 Jan 5 7 Feb 9 11 Mars 13 15 Apr 17 19 21 23 Maj 2012 25 Jun 27 29 Jul 31 33 Aug 35 37 Sep 39 41 Okt 43 45 47 Nov 2011 For the most part, figures for the hours spent viewing match those for started streams during the year. The large levels during May show an average consumption of more than 300 000 hours per week. Compared to 2011, the summer of 2012 had a slightly higher consumption, whilst the consumption for the rest of the year is slightly lower than in 2011. In total, 8 925 563 hours were spent viewing, which gives an average of 171 645 hours spent viewing per week. 16 49 52 Dec Starts Startade strömmar Dagsfördelning - startade strömmar, spenderad tid | 2012 Day distribution - Starts and Time spent 2 000 000 H Timmar 300 000 1 800 000 250 000 1 600 000 1 400 000 200 000 1 200 000 1 000 000 150 000 800 000 100 000 600 000 400 000 50 000 200 000 0 Måndag Mon Tisdag Tue Onsdag Wed Torsdag Thu Startade strömmar Starts Fredag Fri Lördag Sat Söndag Sun Spenderad Time spent tid The daily distribution shows the average consumption for each day of the week throughout the year. Note that the diagram is dual-axis, with the left axis representing streams started and the right axis representing time spent in hours. The figures reveal that the visitors start the most streams and spend the most time viewing on Sundays. On average, 1 800 000 streams were started and 242 000 hours of web TV were consumed every Sunday. Saturday is the second most popular day with regards to starting streams, while Thursday boasts the second most amount of time spent viewing. On the whole, the differences between the days of the week are relatively small. 17 0 Day distribution - Starts Dagsfördelningen - Startade strömmar Starts Starter 1 400 000 1 200 000 1 000 000 800 000 600 000 400 000 200 000 0 Måndag Mon Tisdag Tue Onsdag Wed SVT MTG TV Torsdag Thu TV4 Fredag Fri Lördag Sat Söndag Sun SBS TV Dagsfördelningen - Spenderad tid Day distribution - Time spent Timmar H 160 000 140 000 120 000 100 000 80 000 60 000 40 000 20 000 0 Mon Måndag Tue Tisdag SVT Wed Onsdag MTG TV Thu Torsdag TV4 Fri Fredag Sat Lördag Sun Söndag SBS TV The daily distribution is variable depending on the operator. SVT has the highest levels of streams started during both Saturdays and Sundays. The time spent viewing on Saturdays is relatively lower compared to Fridays. That means that the daily distribution of started streams and the time spent viewing for SVT shows an inverse trend for Fridays and Saturdays, which is unique for SVT. For MTG TV, most streams were started and the most hours spent viewing on Wednesdays. Consumption averaged 175 000 streams started and 62 000 hours spent viewing. The lowest consumption occurred during Fridays and Saturdays. Fridays and Saturdays were also the lowest recorded days for TV4 and SBS TV. TV4 had its highest levels on Sundays with an average of 468 000 started streams and 73 700 hours spent viewing. For SBS TV, Mondays recorded the highest consumption throughout the year, with an average of 95 600 streams started and 27 300 hours spent viewing. 18 Title Level The second part of this report will cover the “title level” and will also become the central measurement of the web audience in addition to the data from streams started. The web audience indicates the size of the average audience. The measurement is time based and it is calculated by dividing the total time (As generated by a title during a specific period), with the title’s length. For example: “Julkalendern”, episode 1 Total time spent: 50 minutes Length of the programme: 10 minutes Web audience = 50/5 = 5 Since we do not have a panel to measure web TV consumption, we cannot in the current situation make statements about ratings on the web. Theoretically, the same person can watch “Julkalendern” five times and contribute 50 minutes to the total consumption, while similarly 10 people can watch half the programme (5 minutes) and also contribute 50 minutes to the total consumption. Therefore web audience has no definitive reach measurement without an indication of the average audience size. This measurement system has a number of advantages in comparison to the currently available measurement techniques when it comes to measuring programmes and clips. 1. Comparability between different programmes: Since the web audience takes into account the time of consumption, programmes with different lengths are comparable. 2. Using the same calculation method as for traditional TV ratings: When talking about TV ratings, the calculation method is the same as for the web audience, with both measurements relating to the average viewing figures throughout the programme. The difference is that for the calculation of TV ratings, MMS have a panel that records TV viewing statistics and therefore certainly have grounds to express an opinion on actual consumption and use the word “viewers”. 19 TOP 50 PROGRAMMES (1-25) This table below shows the top 50 programmes (Programmes = at least 10 minutes), screened during 2012, sorted by the number of streams started. The titles are consolidated regardless of publication date, which means that all titles have accumulated viewers during the publishing day and the following 7 day period. This table shows the title’s location, publishing week, sender, title name, episode, streams started, web audience and TV ratings. The TV rating is based on a specific broadcast time even if the programme has been sent on several occasions and across multiple TV channels. Week Site 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 20 50 52 50 50 51 50 51 51 50 51 51 51 51 50 50 50 49 49 48 48 50 50 49 49 49 SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT SVT Title Ep. Starts Musikhjälpen Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Musikhjälpen Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Musikhjälpen Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Musikhjälpen Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm 7 24 15 16 22 4 21 23 6 18 17 19 20 5 14 13 5 8 2 1 12 11 6 3 4 729 396 722 172 650 725 573 642 566 497 566 164 556 065 543 406 543 069 539 072 528 442 519 679 506 071 496 293 487 282 470 405 422 564 419 862 414 426 413 966 413 936 389 735 387 393 382 808 377 806 Web Audience 37 203 467 632 339 868 369 387 393 111 35 297 392 640 383 567 29 178 353 505 346 433 367 538 362 431 26 055 300 009 294 520 226 963 256 200 236 284 234 829 255 780 246 883 234 899 236 077 235 035 TV-ratings 66 824 143 442 411 728 428 065 418 504 33 454 191 896 322 288 106 055 349 341 224 301 324 457 289 353 38 686 271 049 271 281 258 547 345 247 484 399 596 266 306 615 458 613 279 428 298 768 281 938 TOP 50 PROGRAMMES (26-50) Week Site 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 21 49 49 50 50 50 50 42 38 50 40 41 41 45 43 44 46 40 49 44 42 48 47 43 15 SVT SVT SVT SVT SVT SVT MTG TV MTG TV SVT TV4 MTG TV TV4 TV4 TV4 TV4 TV4 MTG TV TV4 TV4 TV4 TV4 TV4 TV4 SVT Title Ep. Starts Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Julkalendern: Mysteriet på Greveholm Musikhjälpen Musikhjälpen Skidor: Världscupen Canmore Svenska Hollywoodfruar Svenska Hollywoodfruar Skidor: Världscupen Canmore Solsidan del 1 Svenska Hollywoodfruar Solsidan del 2 Solsidan del 6 Solsidan del 4 Så mycket bättre del 2 Solsidan del 7 Svenska Hollywoodfruar Solsidan del 10 Solsidan del 5 Solsidan del 3 Solsidan del 9 Solsidan del 8 Så mycket bättre del 1 30 grader i februari 9 7 10 2 3 3 9 5 2 1 8 2 6 4 2 7 7 10 5 3 9 8 1 10 375 602 373 480 372 357 369 487 366 390 347 131 329 266 305 396 286 002 282 898 280 808 270 802 262 164 255 756 255 606 250 670 247 778 242 780 238 426 237 240 236 468 236 165 230 341 229 286 Web Audience 240 691 234 628 236 397 22 544 20 173 25 040 77 156 125 814 22 219 204 449 106 005 197 957 194 386 185 276 131 670 188 356 112 801 179 940 174 699 163 467 174 886 174 049 118 550 38 704 TV-ratings 510 375 275 436 284 976 53 766 29 825 51 525 581 181 716 477 61 586 2 100 813 759 263 1 990 906 1 846 774 2 067 726 1 600 869 2 000 333 711 871 1 893 431 1 904 473 2 030 385 1 905 966 2 035 655 1 782 437 1 283 383 TOP 50 OTHER FORMATS (1-25) The table below shows the top 50 titles in the category “other formats”, which includes programmes shorter than 10 minutes, clips and extra material. All the titles in the chart have been published during the current period. The titles are consolidated regardless of publication date, which means that all titles have accumulated viewing figures during the day of publication and the seven days following it. The table shows the title’s location, week of publication, sender, title name, started streams and web audience. Please note that for there are no measurements for “other formats” from SVT. Data for the consumption of clips and extra material from SVT is included in the total figures. Week Site 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 22 46 37 46 22 22 12 18 6 52 14 8 44 8 16 38 18 46 4 20 22 12 8 20 11 TV4 MTG TV TV4 TV4 TV4 TV4 TV4 TV4 TV4 TV4 MTG TV TV4 TV4 SBS TV TV4 TV4 TV4 SBS TV TV4 TV4 TV4 TV4 TV4 TV4 Title Landslaget: Zlatans alla fyra fantastiska fullträffar Efterlyst - Efterlyst S45E03 - Rån i t-banan Landslaget: Zlatans makalösa cykelspark Jennifer lämnar festen med en smäll Här träffar Annica Englund sin bror Sipan har fått lämna Big Brother Öppen nominering Webbisod 1: Viking på överlevnadskurs Så mycket bättre - återträffen Marcelo och Annicas morgongupp i sängen AdamLive - AdamLive - Supebloggerskan Kenza Magnus Uggla - Jag och min far Joe och Hannah störs under mysig stund Arga snickaren Adam Kanyama slår knockout på juryn Marcelo Peña hånglar med Jennifer Andreasson Darin - Astrologen Wipeout: Världsmästaren i Counter Strike Här går Marcelo Peñas systrar in under "freeze" Jag har fått reda på allt Sipan och Amandus i storbråk Hannahs dans i protest Amandus Allstadius får besök av sin bror under freeze Under täcket med Rodney da Silva och Kija Habibzadeh Starts 240 509 217 760 183 243 147 132 121 206 120 823 109 079 101 327 88 890 83 818 83 503 80 661 80 628 80 355 78 319 78 280 76 900 76 659 69 361 67 435 67 345 66 493 65 179 64 413 Web Audience 174 241 164 935 140 004 110 023 97 371 91 598 27 716 59 820 53 974 55 777 59 690 63 499 60 425 60 324 55 097 60 365 62 523 78 249 55 297 55 325 53 694 50 919 52 163 49 016 TOP 50 OTHER FORMATS (26-50) Week Site 26 27 5 4 28 14 29 12 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 4 7 52 43 12 40 22 18 22 13 39 13 22 5 22 22 22 16 20 22 23 Title SBS TV Wipeout: Paow: "Jag fixar brösten om jag vinner" SBS TV Sofias änglar: Så gick det sen för Annakarin och Johan snickaren: Uppföljningen: Anders återbesök hos SBS TV Arga Tika-Mika och Leif Serie A-mål: Zlatans nya konstverk - här sänker han TV4 Roma SVT TV4 TV4 TV4 TV4 TV4 TV4 TV4 TV4 TV4 TV4 SBS TV TV4 TV4 TV4 TV4 TV4 TV4 TV4 TV4 Biss och kajs Deltagarpresentation - Hannah Widerstedt Bonde söker fru - återblickar Miss Li - Här kommer natten Amandus och Camilla under täcket Malcolm Brandin rappar sin Bredängsstil Camilla: "Jag är lite kär i dig" Jennifer flippar ur som aldrig förr Camillas kärleksförklaring Det hettar till i duschen Malcolm Brandins soloaudition på bootcamp Sofias änglar Amandus får besök av sin mamma Serie A: Här ser Zlatan rött - slår motståndare och visas ut Marcelo tycker att det är synd när Jennifer lämnar Annica: "Jag älskar dig ändå" Camilla, Hanna R och Lars kommer tillbaka Mål: Milosevic BOMBAR in 1-0 till AIK Annica får syn på sin bästis Amandus: "Jag är kär i dig" Starts Web Audience 63 790 63 362 62 416 53 006 62 583 56 612 62 027 46 476 61 673 61 666 61 377 60 236 60 031 59 765 58 785 58 599 56 499 56 427 56 143 55 912 55 575 55 240 54 921 54 778 54 599 54 431 54 189 53 783 24 292 39 547 43 190 46 409 45 852 44 907 46 241 48 871 39 013 41 378 50 199 49 838 32 175 38 173 44 860 42 178 40 819 42 694 43 246 42 599 Top 10 Programmes | 2012 Below is a list of the programmes with the most streams started for each operator in 2012. The titles are consolidated regardless of publication date, which means that all titles have accumulated viewing figures on the publication date and the 7 days following it. When a programme is part of a series, only the highest rated episode from that series is included on the list. SVT Publ.day Title Ep. Starts Webb Audience 2012-12-15 Musikhjälpen 7 729 396 37 203 2012-12-24 Julkalendern: Mysteriet på Greveholm 24 722 172 467 632 2012-12-15 Skidor: Världscupen Canmore 3 347 131 25 040 2012-04-09 30 grader i februari 10 229 286 38 704 2012-10-22 Torka aldrig tårar utan handskar 3 211 559 55 093 2012-12-10 Nobelstudion 1 194 823 58 944 2012-12-13 Lucia 1 183 121 34 440 2012-11-06 USA-valet 2012: Valvaka 1 159 422 12 162 2012-12-26 Fjällbackamorden 1 159 062 32 697 2012-01-29 Äkta 3 155 * The TV rating formänniskor “Julkalendern” refers to a specific broadcast time825 (07:15a.m 25 on 158 SVTB) TV-ratings 66 824 143 442* 51 525 1 283 383 1 374 791 470 483 604 851 1 097 201 2 175 200 254 384 With 729 396 started streams and an online audience of 37 203, the seventh episode of “Musikhjälpen” became the year’s most started programme, which is currently the highest number recorded since the MMS Web TV measurements were initiated. (Further analysis of “Musikhjälpen” on p. 26). 2012’s “Julkalendern” generated 722 172 started streams and an all-time high web audience of 467 632. Half of the titles on the SVT top 10 chart for 2012 were live broadcasts and with the vast majority of consumption being recorded during the time of airing. 24 MTG Publ.day 2012-10-16 2012-02-14 2012-01-16 2012-10-09 2012-10-08 2012-04-02 2012-03-05 2012-04-10 2012-03-06 Title Svenska Hollywoodfruar Top Model Sverige Mammor & Minimodeller 69 saker du vill veta om sex Project Runway Sverige Zlatan Exklusivt Karatefylla Wermland forever Den sista dokusåpan Ep. 9 3 1 2 2 1 3 1 1 Starts 314 191 198 028 137 023 105 008 96 237 89 985 88 349 88 047 84 952 Webb Audience 76 510 133 852 88 190 39 447 41 389 52 344 66 331 52 204 58 743 TV-ratings 581 181 358 160 173 491 306 590 228 279 392 957 142 631 113 269 167 011 Last year the ninth episode of “Svenska Hollywoodfruar” had the most streams started, topping MTG TV’s chart. The episode generated 314 191 started streams and attracted a web audience of 76 510. In second place the third episode of “Top Model Sverige” had 198 028 started streams and a web audience of 133 852. TV4 Publ.day 2012-10-07 2012-11-03 2012-02-24 2012-02-12 2012-11-28 2012-10-17 2012-09-10 2012-01-18 2012-12-17 Title Ep. Starts Solsidan Så mycket bättre Big brother Kontoret Bonde söker fru Kalla fakta X Factor Sveriges mästerkock del 5 Morden i Sandhamn del 1 1 2 6 1 11 1 2 5 1 282 898 255 606 208 972 196 894 114 529 100 761 99 401 95 864 85 942 Webb Audience 204 449 131 670 102 036 113 382 65 455 69 125 47 733 41 970 46 411 TV-ratings 2 100 813 1 600 869 144 411 1 549 139 1 512 361 910 585 40 299 1 016 065 1 662 512 The season premiere of “Solsidan” came top of the TV4 chart, becoming number one with 282 898 started streams and a web audience of 204 449. “Så mycket bättre” came in second place with 255 606 started streams and a web audience of 131 670, followed by “Big Brother” and “Kontoret” with around 200 000 started streams each. 25 SBS Publ.day 2012-04-19 2012-04-16 2012-05-15 2012-05-16 2012-05-08 2012-09-16 2012-04-17 2012-05-28 2012-02-20 2012-09-03 Title Ep. Starts Fråga Olle-dokumentären En stark resa Outsiders Arga snickaren Svenska miljonärer Partaj Betnér Direkt Sofias änglar - så gick det sen Får vi följa med? Breaking News med Filip & Fredrik 3 3 1 7 6 1 3 11 3 1 185 623 161 581 143 912 127 158 88 307 86 376 80 763 64 485 60 643 58 606 Webb Audience 134 824 48 088 66 198 33 035 23 038 53 529 27 008 13 644 41 542 27 052 TV-ratings 340 756 400 454 268 619 363 294 273 629 337 749 183 967 441 812 251 948 158 543 “Fråga Olle-dokumentären” was the programme that generated the most started streams for SBS TV. The third episode generated 185 623 started streams and a web audience of 134 824. “En stark resa” came in second place with 161 581 started streams and a web audience of 48 088. 26 Musikhjälpen 2012 “Musikhjälpen” is the Swedish version of ”Serious Request” and took place during week 50 and was broadcast continuously on the radio and Web TV, whilst still receiving significant air time on traditional TV. The seventh and final episode of the programme generated 729 396 started streams and 631 213 hours spent, giving an average consumption of more than one hour per started stream. During week 50, “Musikhjälpen” generated 2 915 089 hours spent on SVT play. Musikhjälpen | 2012 Starts and Time spent 800 000 700 000 600 000 500 000 400 000 300 000 200 000 100 000 0 2012-12-10 2012-12-11 2012-12-12 Starts 27 2012-12-13 Time Spent 2012-12-14 2012-12-15 MMS measures and analyses the consumption of moving pictures… Since 1993 MMS has conducted statistical measurement of TV viewing figures in Sweden. Since 2011 MMS have also been conducting measurements of Web TV in cooperation with other leading companies involved in the industry. MMS monitors trends and develops new methods for measuring moving pictures on all technical platforms. Our customers are mainly TV channels, media agencies and advertisers. The Web TV media market is expanding year by year, making it increasingly important to provide the industry with a stable currency. MMS, as an independent party, has the ambition to measure the consumption of moving pictures on the web. MMS aims to collect all available data and stand as a guarantor of quality, providing accurate refined viewing data. What and how do we measure? Historically most operators have measured data such as number of visits and started streams on their web sites, traditionally using different companies to provide measurement data from different viewing mediums. MMS uses a method built on the fact that the same measuring provider is used for all participating operators, while measuring precisely how long a visitor watches each programme/​clip. In doing so we can obtain statistical data for consumption over time, which is more similar to the established measurement of traditional TV. Currently we perform measurements for the four major Web TV services, namely SVT, MTG TV, TV4 and SBS TV. Measurement covers all platforms that play media from a web browser. MMS are not measuring the consumption of media on smart phone applications, tablets or smart TV. Currency All of the participating operators are measured in the same way with MMS standing as an independent measuring company, guaranteeing both quality and compliance with industry standards. With transparent public figures, MMS gives full comparability in detail. Together with a reference group from the participating operators, MMS have formulated a set of principles and measuring rules to ensure that Web TV figures will always be stringent and unambiguous. Measurement Our main measurement focus is started programmes (also called started streams) and clips, with precision measurement of viewing time. When a programme or clip is started by a visitor on the web site, a specific signal comprised of different parameters is sent to the system of web statistics for the media player. Through the measurement of time, MMS can calculate the title’s average audience size (Web Audience) by taking the total time viewed and dividing it by the length of the title. This web measurement is comparable with its TV measurement counterpart, average audience. 28 The official measurement for Web TV is calculated with 8 Days consolidated traffic, i.e. viewing figures for a title on the publication day and the following 7 days. This means that the measurement is calculated using the same consolidation period for the TV and that the programmes and clips are comparable with each other over time. Please note that the measurement of web TV is based on the same logic as traditional TV, i.e. if a “person” watches a programme several times (through so-called time shift viewing), the viewing is included in the measure. Process for measuring The measuring system is based on a measurement code that is implemented at each respective site. Measurement code is implemented on all the different web players used by the operator. The technique used is comScores Stream Sense ™. The measuring is web based and does not require either additional installation of browser plug-ins or special players to perform the measurement. The measuring company’s system measures all activity from users including starting, stopping, pausing, flushing, etc. A calculation is then carried out to find out exactly how long the title was played for. Data is stored in so-called event levels, where each event is an activity from the user (start, pause, stop, etc.). Event data is collected and stored on the participating site’s database. The data is then aggregated into a more manageable level of detail and sent to MMS via the measuring company. When the operator uploads a new title (programme or clip) on its site, information about the title is sent to MMS. The meta data contains information about the title’s name, length, when it was broadcast on TV and other information that MMS uses for quality control. It is important to match the actual web TV programme against corresponding programmes on traditional TV and thus to a certain extent complement the TV figures. These viewing figures are presented side by side, but we should observe that the measurement methods differ. MMS has comprehensive measurement data for all television programmes, and therefore has built a matching model to use with web TV and ease the comparison process. This is an automated process, which requires some manual tweaking. Quality Controls MMS performs quality controls on all reported material. The following quality controls are for the most part in use today with various aspects under implementation: - Visual control of titles - Matching against TV - Categorization - Matching clips to the main programme publishing date - Overall secure levels in order to detect unusual fluctuations - Automatic flagging of unrealistic parameter deviations - Separate monitoring system - The measurement system is a collaboration between MMS, participating sites, and comScore. All of whom have a responsibility to uphold a high standard of quality. HotTop Web MMS publish television viewing figures on mms.se, and on the free tool HotTop TV. HotTop TV is now also available as an app for both iOS and Android). 29 For Web TV, there is a free online tool for showing viewing figures. This is called HotTop Webb and is available for everyone online at hottopweb.mms.se Material from this report may be published, provided that MMS is clearly stated as the source