How the television audience in Spain measured?

English - July 9, 2015

So the television audience in Spain, one of the great unknowns by the public.

Although much of the population watches less television as time passes and Internet related services penetrate more and more into our lives, still half that has great cultural significance in many lives and in society in general. And despite the reduction of television consumption, yet the media is where more money is spent on advertising, so it is necessary to measure audiences of programs to know where to invest, or what time or what is more profitable public direct your product. Audience measurement is also very useful for setting editorial chain processes, and now we’ll see how the audience is measured.

So are the audímetros in Spain. Source: Documentary “Who’s there”

The measurement of audiences in Spain is managed by Kantar Media, a company that is part of Kantar Group, we know from market analysis they perform. To conduct the study, Kantar Media has audímetros throughout Spain, in 4625 households. Each device theoretically represents a population of 10,000 people. Therefore, 4625 households are responsible for representing the more than 46 million people in Spain. All will seem an unrepresentative figure, but it is assumed that statistical pure data is reliable by repetition, and the margin of error is between 1% and 5%.

4625 families representing all Spaniards like watching TV And how audímetros work? When we talk about audímetros talk about devices that collect TV shows that are members of the house, and then send the data to Kantar. They have a similar appearance DTT apparatus and operate by a remote control. Each household member is assigned a button to press when you start watching TV, with the aim of identifying. Thus, Kantar Media knows what kind of audience sees each program, as each family member has registered its age and sex, which are fundamental data in the face of advertising. Also there are buttons for guests to register, and demographics are stored. Is an activity that households with audímetros made without charge, but they receive coupons that allow accumulate points for gifts.

Obviously, all this leads to many of the unreliable data . Statistically it is true that the sample can be similar to other studies, but being so permanent, households have too much power to “give or take hearing” to depending on which programs, in the sense that if you want to promote a program, you can leave put more time, or you can add people in the audiometer is really not watching TV with you. I think, considering the year in which we are, the process should be quite different, and the changes underway in the industry, will make in the long run, the model decay.

If you are interested in the subject, I recommend watching the documentary below, where he met a person who has a home audiometer. It is interesting to know their motivations and to understand whether something may well be representative of all Spaniards who consume television: