WEB TVANNUAL REPORT

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
[email protected]
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
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