Guía para el uso de datos de audiencia Nielsen IBOPE México

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Nielsen IBOPE México TABLE 12: SAMPLING ERRORS FOR ITV AND CHANNEL 4 SCHEDULES Schedule C hannel All Men Total TVRs 95% c.i. IV ITV 254 + 6% V ITV 174 + 7% IV CH4 171 + 6% II ITV 148 + 6% III ITV 140 + 7% II CH4 71 + 9% V CH4 64 + 9% III CH4 36 + 9% I ITV 33 +15% I CH4 19 +18% Although the evidence is not exactly in line with the hypothesis that schedules with equal total ratings have equal sampling errors, it is certainly not the case that a schedule of low rating/high percentage sampling error spots will have correspondingly high sampling error for the total ratings. But what about a restricted availability channel? To generate the same impacts, a restricted availability channel with a 20% penetration would need to generate ratings five times as large within its own universe, i.e. 1,000 ratings in total. The equivalent schedule structures and theoretical sampling errors, now based upon a sample of only ninety-two men, are shown in Table 13. TABLE 13: SAMPLING ERRORS FOR SCHEDULES ON RESTRICTED AVAILABILITY CHANNELS Single Spot TVR 100 50 25 5 2.5 Single Spot % s.e. - 2.4% 4.2% 10.5% 15.1% Number of Spots 10 20 40 200 400 Total TVRS 1000 1000 1000 1000 1000 Total TVRs % s.e. - + 4.7% + 5.7% + 6.4% + 6.5% Even with the ridiculously high 50 rating spots, the order of magnitude of the sampling errors is preserved. This time the empirical evidence shown in Table 14 is very thin, with only two satellite schedules coming close to the terrestrial channels’ total ratings levels. TABLE 14: SAMPLING ERRORS FOR SATELLITE SCHEDULES Schedule C hannel A ll Men Total TVRs 95% c.i. IV Satellite 36 + 17% V Satellite 17 + 20% 34
Guía para el uso de datos de audiencia However, these seem to fit in with the hypothesis of equal sampling errors for equal schedule total ratings. The last hypothesis considered is: Do schedules with equal impacts have the same sampling error for total ratings irrespective of the sample size of the demographic sub-group analysed? This is analogous to the restricted availability channel situation. Again we can get a feel for whether or not this works in practice by re-examining the schedule sampling errors. This time the Men 16-24 total ratings are multiplied by 62/459 (the ratio of the sample sizes) to form percentages of the All Men universe (equivalent to a comparison of schedule total impacts) before ranking according to the total ratings delivered, as shown in Table 15. There are some exceptions but in general the hypothesis holds. More importantly, it is certainly not the case that Men 16-24 sampling errors are 2.7 times as big: as equal impact All Men sampling errors. Summary TABLE 15: SAMPLING ERRORS FOR MAIN CATEGORIES VS. SUB-GROUPS Schedule C hannel C ategory Total TVRs 95% c.i. I IV III IV I III II IV I V IV V III II II V III I II IV I I Total Total Channel 4 Satellite ITV Total Total Channel 4 Channel 4 Total ITV Satellite ITV Satellite ITV ITV Satellite Total Channel 4 Satellite ITV Satellite All Men Men 16-24 All Men All Men All Men Men 16-24 Men 16-24 Men 16-24 All Men Men 16-24 Men 16-24 All Men Men 16-24 All Men Men 16-24 Men 16-24 All Men Men 16-24 Men 16-24 Men 16-24 Men 16-24 All Men Many applications of TV people meter panel data result in the need to measure small audiences. These may involve regional or demographic sub-group analysis as well as low rating or restricted availability 55 46 36 36 33 23 21 20 19 19 18 17 16 14 12 12 10 8 7 7 5 4 + 9% + 15% + 9% + 17% + 15% + 15% + 16% + 21% + 18% + 21% + 20% + 20% + 18% + 18% + 19% + 26% + 19% + 29% + 24% + 28% + 25% + 26% 35
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Guía para el uso de datos de audiencia Nielsen IBOPE México

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