Return Path Data

Further fragmentation of the media consume is being boosted by the continuous digitalization. Whilst the main usage of offerings is still relatively straightforward, in total, a large amount of media offerings are being consumed – some of them in very small numbers. This “long tail” demands increasingly diverse monitoring methods to capture the audience split onto various vectors. Especially new vectors such as TV on mobile phones, which currently only have a small audience, are difficult to measure with panel approaches.

A modern and cost efficient solution is available for this issue with the integration of Return-Path-Data into the TAM measurement system. However, the following has to be considered:

Samples not complete survey: complete surveys (i.e. all Return-Path-Data that are available) are appealing. In practical terms however, also samples of more than 100’000 panellists represent small channels with sufficient accuracy. So, the ratio of processing time and precision of the statement has to be observed. A reduction to the requested precision increases the analysis efficiency.

Return-Path-Data measure the device: Return-Path-Data ever only measure the device and do not contain information on the audience. Audience information has to be added with a model. Therefore, audience profiles are being created based on their usage behaviour and connected to the monitored usage data from the TAM panel.

GfK Telecontrol AG is up-to-date in this “new” area of media research and can offer state of the art methods as well as customized developments for its measurement.