TV changes, streaming spreads and audience measurement changes. The revolution is underway and Auditel is adapting. “Auditel has launched the release on the market of three important innovations”, announced Andrea Imperiali, president of Auditel, during the presentation of the Auditel 2022 Annual Report in the Sala Zuccari of the Senate of the Republic.
“Total Audience, the univocal measurement system of audience ratings produced on all platforms and all devices created by combining the panel and census data. The CUSV, the Univocal Code of the Video Spot, an innovative component of Total Audience Auditel, but also the ‘the only case in the world of tracking every single advertising spot, online and offline, directly integrated into the audience measurement. Finally, the reorganization of unrecognized listening, that is the collection and reclassification, through innovative tools, of unidentified audiences, previously not measured (and therefore not visible): an upgrade that places Auditel at the best in class level on an international level “, he explains again in a context in which” streaming TV is the global stage of the ongoing challenge between the US giants (among which Apple should not be forgotten), giants that all move to conquer Europe and Asia and, in order to acquire significant stakes of subscribers, adopt increasingly competitive pricing policies “.
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“When the audiovisual contents were enjoyed only through the television, and in the intimacy of the so-called domestic hearth, the world of listening was a simple world. Today, to the 45 million television sets present in the homes of Italians, about 75 million are added. new connected screens. And the use from family has become individual, from indoor it has become mobile, from linear to on-demand thanks to about 60 different types of devices through which audiovisual content can be accessed; and thanks to an infinity of external tools capable of making even obsolete televisions connected “, he notes again.
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“The contents, and advertising, have undergone a gradual process of fragmentation” and “monitoring such an articulated and complex context of devices and user behavior requires, first of all, the cross-use of two different detection systems: the sample system , able, thanks to Auditel’s SuperPanel, to accurately measure the consumption used by all the televisions and the census system, capable, on the other hand, of detecting the listening of each single connected device with granularity “, he highlights.
This is what Total Audience is, “the measurement, through innovative technologies and methodologies, of all content or fragments of content enjoyed through all platforms and devices, at home or on the move, live and on demand. Total Audience it is the unexplored frontier to which all those who at the planetary level are involved in various capacities with audience ratings tend today “.
