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Request for Proposal

CIM TV Measurement 2016 - 2018 Classic and Smart TV

CIM Television Technical Committee

June 2014

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Table of Contents

Management summary ............................................................................................................................ 4

Scope of project ....................................................................................................................................... 5

Request for Proposal Classic and Smart TV ........................................................................................... 6

1 General Conditions ............................................................................................................................. 6

1.1 Ownership of data ....................................................................................................................... 6

1.2 Requirements for the proposals ................................................................................................. 6

1.2.1 Written proposal ............................................................................................................. 6

1.2.2 Testing ........................................................................................................................... 7

1.2.3 Oral presentation ........................................................................................................... 7

1.3 Awarding procedure .................................................................................................................... 7

1.4 Timing ......................................................................................................................................... 9

2 TAM panel recruitment and management ........................................................................................ 10

2.1. Universe .................................................................................................................................... 10

2.1.1. Sample size ................................................................................................................. 10

2.1.2. Composition of the sample .......................................................................................... 10

2.1.3. Undersampling – oversampling ................................................................................... 11

2.1.4. Panel Recruitment ....................................................................................................... 11

2.2. Panel rotation and replacement by language region ................................................................ 11

2.3. Panel remuneration .................................................................................................................. 12

2.4. Annual follow-up questionnaire ................................................................................................ 12

2.5. Controls ..................................................................................................................................... 12

2.5.1. Panel recruitment ......................................................................................................... 13

2.5.2. Panel representativeness ............................................................................................ 13

2.5.3. Panel compliance ......................................................................................................... 13

2.6. Exclusivity of the panel ............................................................................................................. 13

3. Measuring system ............................................................................................................................ 14

3.1. Definitions ................................................................................................................................. 14

3.1.1. Definition of TV viewing ............................................................................................... 14

3.1.2. Definition of a channel ................................................................................................. 14

3.1.3. Definition of TV content................................................................................................ 14

3.2. Registration of viewing behavior ............................................................................................... 14

3.2.1. Minimum requirements ................................................................................................ 15

3.2.1.1. Live viewing .................................................................................................. 15

3.2.1.2. Time shifted viewing ..................................................................................... 15

3.2.1.3. Guest viewing ............................................................................................... 15

3.2.1.4. Time shifted viewing beyond +6 ................................................................... 16

3.2.1.5. Other screen use of TV sets ......................................................................... 16

3.2.1.6. VOD .............................................................................................................. 16

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3.2.1.7. Measurement of small TV channels ............................................................. 16

3.2.1.8. Digital interactivity ......................................................................................... 16

3.3. Data processing ........................................................................................................................ 17

3.3.1. Preliminary checks and coherences ............................................................................ 17

3.3.1.1. Compliance of panel members ..................................................................... 17

3.3.1.2. Completeness of Data Transmitted .............................................................. 17

3.3.1.3. Correctness of Station Detection .................................................................. 17

3.3.1.4. Transmission of the Correct Time of Registration ........................................ 17

3.3.2. Weighting ..................................................................................................................... 17

3.3.3. Coherence check before publication ........................................................................... 18

3.4. Exploitation ............................................................................................................................... 18

4. Service level agreement ................................................................................................................... 19

5. Attachments : summary cells recruitment matrix ............................................................................. 20

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Management summary

The CIM is the multimedia JIC in Belgium responsible for audience studies in TV, Radio, Press, Outdoor, Internet and Cinema. This request for proposal concerns the CIM TAM study. The contract for the current TV Audience Measurement study ends on the 31st of December 2015. The CIM therefore invites research institutes to tender for the new contract starting on the 1st of January 2016. The contract period for the Classic TAM is three years, until the end of 2018. Two extensions of one year are optional. However, an additional quotation is asked, based on a 4+1+1 contract duration.

The Television Audience Measurement study1 in Belgium is currently based on a panel of households equipped with a people meter and measures:

- live viewing and time shifted viewing (live+6) on a Classic TV set; - other screen usage (OSU), like gaming, watching DVD’s, the use of teletext, etc.; - viewing behavior second by second (with reporting on a daily basis).

Spots and programs are being identified by Nielsen in a separate research project that is not part of this tender. The scope of the current TAM study will be enlarged with the measurement of new forms of TV viewing. A. In addition to the registration and measurement of live viewing, time shifted viewing (live+6) and

other screen usage on a Classic TV or Smart TV set, institutes are asked to present solutions for: - the measurement of live stream viewing on smart TV’s; - the measurement of video on demand (VOD) and its source (platform/distributor); - a reliable measurement of the “long tail” of digital channels; - the extension of the time frame of time shifted viewing from live+6 up to live + X days; - the measurement of all other forms of nonlinear viewing (interactivity, EPG use, red button…); - the measurement of other internet usage on smart TV’s. This part of the future TV study is object of the current Request for proposal.

B. TV viewing on New screens such as computers and mobile devices will also become part of the

CIM TV study. Fusion of TAM and New screen data from another CIM study are an option. This part of the future TV study is the object of a separate Request for information.

This tender procedure is open for all parties which can offer technological and/or methodological solutions for the research questions presented in this document. This is not a closed tender with a fixed methodology. The CIM expects research institutes to demonstrate a proactive and dynamic attitude, not only to continuously improve the day to day measurement system but also to offer appropriate solutions for the Belgian market to meet future changes in devices and new viewing behavior. The institute will follow and modify the technical performance of the measurement system on the basis of technological developments during the contract term, while remaining within the basic principles of this tender. The CIM invites the tendering institutes to make suggestions and/or recommendations on various points that where requested or any other point deemed useful. The Information on the measurement of New Screens will be part of the evaluation of TV TAM proposals.

1 The methodology of the current TAM Study is available on the CIM site (http://www.cim.be/media/televisie/methodologie)

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Scope of project

The objective of CIM is to measure TV viewing on both Classic TV and Smart TV, and on New Screens. This request for proposal covers only TV viewing on Classic and Smart TV. The focus is on audiovisual content, programs and advertising that has been created or distributed by a broadcasting company or other professional content creators. The proposal extends the current measurement of Live, TSV+6, Guest Viewing and Other Screen Usage, in order to detail VOD, the digital long tail and digital interactivity. During the term of this contract, CIM will also (start to) gather data on TV viewing on New Screens with the exception of user generated video content on the Internet. The ultimate goal is to integrate the data for Classic and Smart TV, and for New Screens. The following figure describes the scope of this request for proposal:

- The object of the request for proposal iiss tthhee ddaarrkk ggrreeeenn CCllaassssiicc aanndd SSmmaarrtt TTVV part, including the extension of the current measurement as indicated by the green arrow;

- The object of the request for information is the measurement of tthhee oorraannggee NNeeww SSccrreeeennss part, to be aggregated or fused with the green part as indicated by the orange arrows;

- The yyeellllooww ppaarrtt iiss oouutt ooff ssccooppee for CIM.

Request for Proposal Request for Information

Out of scope .

The Board of CIM will decide when and how a formal request for proposal on New Screens and/or data fusion will be launched.

Single programLive stream

ContinuousLive stream

TSV(Live + 6)

VOD, Interactivity,TSV+X etc.

Continuous Live stream

Uncontrolled distribution of broadcaster content

Linear

Non linear

Classic TV New Screens

Live

TSV(Live + 6)

TSV

Continuous Live stream

VOD

Long & short form content

Own site or syndication

Own sitee.g. iWatch

Syndicatione.g. zesta.be

Smart TV

Uncontr. distr. user gen. content

e.g. iWatchC-More

e.g. Apple TV,Chrome Cast

e.g. Vitaya Liveon tv app

(Stieve, Yelo)

e.g. Football liveon Sporza.be

Uncontrolled distribution of user generated content

e.g. The Voice on YouTube

e.g. RTL News on DailyMotion

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Request for Proposal Classic and Smart TV

1 General Conditions

1.1 Ownership of data

The CIM is the sole owner of all the data produced. Access to that data is reserved for subscribers only. No commercialization may occur without the prior permission of the owner. Any use of data outside the scope of the publication requirements of the contract will only be allowed upon approval in advance by the CIM, independent of the fact whether beneficiaries are member of CIM or not.

1.2 Requirements for the proposals

1.2.1 Written proposal

The first step in the procedure is the submission of a written proposal to the CIM. This proposal should at least answer the minimal requirements as indicated further in this document. Two versions of the documents should be provided: one with and one without budgets associated to the proposed solutions. The research institute is free to elaborate on any other aspects as long as it remains within the scope of this request for proposal. Proposals will be sent by e-mail to tv@cim.be and by regular mail to CIM, Herrmann-Debrouxlaan 46, 1160 Brussels, Belgium. The deadline for the submission of the proposals is September 19th 2014. The CIM asks every institute to detail all aspects of the proposed measurement solution:

- A detailed description of the proposed system. - A description of its experience or status of its development. - A description of the continuous systems and a disaster and recovery plan, both at the

hardware & software level as well as on the HR level. - A description of the core team working on the CIM TV study (number, function, responsibilities

and experience). - A description of activities performed for third parties similar to those described in these

specifications. Please make a distinction in the pricing for the mandatory and optional aspects of the Television Audience Measurement Study. The description of the pricing must be as detailed as possible. With a view to the greatest possible transparency, the CIM purchasing committee has the right to request additional price specifications for certain components. The following details are requested in the price offer – price per separate item:

- Panel recruitment; - Panel management; - For each measurement technique (with as much detail as possible: at least split technical

infrastructure and management costs); - 3 years with possible renewal of 2x one year; - 4 years with possible renewal of 2x one year; - Billing and payment terms.

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1.2.2 Testing

The second step in the awarding procedure consists of a thorough testing of the proposed systems. The CIM will appoint an independent technical expert who will perform coherency tests on the various measurement systems and on the identification of spots and programs. The institutes will make their material and the competencies available for at least 3 weeks, free of charge, to the expert to perform the test. The test will verify the proper station recognition, including the comparison of different broadcasting platforms (e.g. analog, digital, HD…), different recognition systems and algorithms, and the compatibility with all possible display screens, distribution platforms and peripheral equipment, within Belgium. These tests are scheduled between 22/9 and 17/10 2014. The results of the tests will be part of the evaluation of the proposal. Testing counts for 10% of the total score.

1.2.3 Oral presentation

Every research institute will be invited to present the proposed solution(s) for the Technical Committee, in the CIM offices. Every institute will have one hour to present their solution(s). An additional 30 minutes will be reserved for a question and answer session.

1.3 Awarding procedure

In a first stage, all proposals will be subject of a technical evaluation by the CIM Technical Committee TV. The Technical Committee can ask additional information if necessary. The criteria used by the Technical Committee, and their relative importance, are described in the table below. The technical evaluation counts for 75%.

Technical evaluation TAM 75%

Quality methodological choices & recommendations 15%

Measuring equipment and technique

Data transfer technique

Channel identification technique

Recommendations basic measurement (sample size, long tail…)

Recommendations options (integration video streaming data, digital interactivity…)

Experience and credibility

Future proof - cross platform bridging capability 5%

Operational capabilities 15%

Panel management (recruitment & follow up panel rotation)

Management panel compliance

Installation procedure & technical staff

Quality core team

Experience and credibility

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Technical infrastructure, monitoring, backup & recovery facilities 10%

Production system

Storage & backup facilities

Redundancy data collection & channel identification systems

Experience and credibility

Knowledge & applicability to Belgian market 5%

Proven experience in other markets 5%

Data processing, modeling & weighting results 10%

Quality control statements

Correction algorithms

Weighting procedure

Experience and credibility

Test results measuring system 10%

In a second stage, the Purchasing Committee will evaluate the financial part of the proposals. The financial evaluation counts for 25%. Institutes are allowed to make only one, best & final price offer. These offerings will be treated confidentially. The Purchasing Committee may ask for a modification of a specific budget line, but only if it considers the assumptions underlying the calculation to be questionable (e.g. response %, average duration of panel participation…). The current budget of the TAM is around 2.4 Mio € on a yearly basis. This includes a household panel of about 1.500 units, the measurement of all channels, the identification of more than 30 channels and the capturing of image and sound of 116 channels.

Financial evaluation TAM 25%

Price 25%

Price level

Detail and argumentation

Credibility

Both the technical (75%) and the financial evaluations (25%) will be combined in a final ranking of all institutes. This ranking will be proposed to the Board of the CIM. The Board will make the final decision based on its own appreciation of all known elements. There is no appeal possible. The CIM has no obligation to motivate the result of the awarding process. The CIM has the right not to award parts of the requested proposal. The CIM has the right to stop the tender procedure without obligation to motivate its decision or compensate participants. All contracts will include explicit service level agreements. These agreements will include, amongst others, the data quality, the delivery delay of the data and backup facilities. This list is not exhaustive. The service level agreement will include the use of incentives and penalties.

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1.4 Timing

What? When?

RFP ready and available End of June 2014

Additional question institutes for CIM Till July 15th 2014

Offers delivered at CIM September 19th 2014

Testing September 22nd 2014 – October 17th 2014

Presentation institutes for technical committee October 24tt 2014

Additional questions technical committee for institutes October 24th 2014 – October 30th 2014

Final evaluation institutes October 31st 2014

Purchasing committee 1st meeting November 3rd 2014

Additional questions purchasing committee for institutes

November 3rd 2014 – November 12th 2014

Purchasing committee final evaluation November 14th 2014

Decision Board of Directors December 16th 2014

Signing of the contract January 31st 2015 at the latest

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2 TAM panel recruitment and management

2.1. Universe

The reference universe for the CIM TV study is the population aged 4 and older, residing on Belgian territory (including foreign nationals), and who belong to a household that has at its disposal at least 1 TV screen that allows watching television. The CIM “Golden Standard” serves as the benchmark for the population 12+ years. For children aged 4-11, the NIS provides the benchmark. In order to ensure continuity, the reference universe can only be revised on January 1st of each year. It remains valid for at least 1 year, but can be adjusted at the request of the CIM TV Technical Committee.

2.1.1. Sample size

Research companies are requested to propose the appropriate sample size to meet the objectives of the Belgian TAM study with special attention to the measurement of the ‘long tail’ in channels and VOD (see 3.2.1.76). The current net panel size2 consists of 1.500 households (750 for the North and 750 for the South of Belgium). The Technical Committee considers this to be an absolute minimum for the new study. Please provide a budget for the basic sample and an additional budget to enlarge the suggested sample with 500 households (250 North and 250 South).

2.1.2. Composition of the sample

The following method is to be followed for the composition of the sample panel:

- Determination of the number of households to be provided in the television viewing study for Nielsen 3 on the basis of the population of Nielsen 3 in relation to the total population;

- Determination of the apportionment key for French-speaking and Dutch-speaking households

in Nielsen 3 which take part in the TV measuring study, whereby the CIM Golden Standard will serve as a reference;

- Calculation of the number of households for Nielsen 4+5, by subtracting the number of

households selected for Nielsen 3 from the total number of households provided for the French-speaking region.

- The same method is to be applied to calculate the number of households for Nielsen 1 + 2. This yields a different sample ratio for:

- Nielsen 3 ; - Nielsen 4+5 ; - Nielsen 1+2.

2 By net panel size we mean the amount of households after polling (collection of the viewing data in het household) and validation (after some preliminary checks) of the data.

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2.1.3. Undersampling – oversampling

For the composition of the CIM TAM panel sample, an under sampling of 50% at the personal level is permissible within the over 75 years target group. The aim of this measure is to reduce the margin of error in the 4-74 age range. The Technical Committee may decide (well in advance of contract discussions) on oversampling or under sampling specific target groups (e.g. young families with children of 4-14 or 15-24 year olds, PRP 18 - 34), without affecting the global representativeness of the sample. Research institutes are required to make a proposal on oversampling the panel with families with children and PRP 18 - 34, with the corresponding budget per 100 households (North and South).

2.1.4. Panel Recruitment

Research institutes are invited to consider two alternative approaches: - continue with the current panel, - recruit a completely new panel.

Institutes will detail their view on the merits of both solutions, as well as, make a price offering for each alternative taking into account their best estimates of compliance and response rates. Several CIM sources such as the CIM Golden Standard (on average 5.250 persons who agree to be re-contacted) or CIM Radio Study (n = on average 6.000 people to re-contact) can be used to recruit panel members. Additional recruitment sources will be required as the CIM sources are not sufficient to recruit difficult target groups that have a low participation rate e.g. young, low educated workers. The institutes are required to make a recommendation on how to recruit these special target groups. Interviewers recruiting panel members should be specially trained in order to keep the “loss” as small as possible. In addition to guaranteeing the sample’s representatives, the Technical Committee prefers keeping the period of time between the recruitment of the household and the installation of the metering system as short as possible. A trial period is mandatory for new panel members before processing their information in the global results. In the current study, a recruitment matrix on the household level is used. The matrix consists of 30 cells based on the age of the PRR, household size, level of education PRR and professional activity of the PRR. The ideal number of households per cell is calculated, based on the CIM Golden Standard. The panel composition should approach this ideal composition as much as possible. An example of the current matrix can be found in attachment 1 and 2. Institutes are welcomed to propose their best practice concerning the recruitment procedure(s) and the recruitment sources they would like to use.

2.2. Panel rotation and replacement by language region

No household can stay in the panel for longer than 8 years. The panel households are replaced at a maximum rate of about 25% a year. This includes compulsory as well as spontaneous withdrawal. The constant panel3 over 12 months should at each moment in the course of the contract be greater than 70%. Research institutes should be able to estimate spontaneous withdrawal and should propose methods to limit this behavior (for example by offering targeted incentives to difficult groups). The aim should be to be as proactive as possible and to maintain a maximum representativeness at all times for all mandatory

3 By constant panel we mean the number of people present in the panel, regardless of whether they are watching TV or not.

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recruitment criteria. The institutes are therefore asked to indicate how they would cope with spontaneous and compulsory withdrawal. Please indicate how much time you need on average to recruit new panel households, from the decision to recruit a new household to the actual participation of the household in the panel.

2.3. Panel remuneration

Participation in the panel can be encouraged in several ways. Any incentive must be of a nature to encourage positive participation without influencing the spontaneous viewing behavior of the panel households. The Technical Committee encourages the institutes to make a proposal regarding differentiated incentives (according to different targets) in order to minimize the spontaneous withdrawal on target groups with high rotation numbers. The current budget for incentives is at about 150.000 euro on a yearly basis. This figure serves as an indication and is in no way imposed by CIM.

2.4. Annual follow-up questionnaire

Panel members are presented a follow-up questionnaire (on household and on an individual level) once

a year. Both questionnaires are administered in a face-to-face interview. The questionnaires are

identical to those used on recruitment, so that the results are comparable.

This follow-up is done on a continuous basis, and the panel data is updated as soon as possible after

the follow-up interview. In addition, the criteria which are linked to age (age category or presence of

children younger than 15) are adjusted automatically on account of the anniversary of each panel

member.

Any variation, both in the socio-demographic area as well as with regard to audiovisual equipment,

which are determined outside this procedure, should also be implemented immediately after the visit by

the technician.

The questions in this survey are selected in close cooperation with the Permanent structure of the CIM

and are approved by the Technical Committee. Additional representativeness requirements may lead to

changes to the questionnaires: - New additional questions will not be released to the market until after the data from 2/3 of the

panel are known; - Any data which is deleted from the questionnaire will be simultaneously removed from the panel

data.

2.5. Controls

The aim of the controls is to determine the accuracy of the course of the measurement so as to guarantee the reliability of the results. The Technical Committee imposes such checks as it deems necessary and charges the Permanent Structure with supervising their execution. This does not in any way diminish the institute’s obligation to take the necessary precautions to ensure an optimal panel recruitment and management. The Permanent Structure must have access to all the elements regarding the panel (recruitment, composition and rotation) by means of a system (dashboard) that should be user friendly and offers possibilities to export the data to other analytical software.

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The Permanent Structure may employ third parties to execute certain controls. An external audit can be organized by an independent auditor commissioned by the CIM. In that case the institute must lend its full co-operation. Every month, the institute is to present an overview of the panel size and composition to the Technical Committee. Problems, noticed based on the outcome of these controls should be reported immediately to the CIM and resolved as soon as possible after their detection. The household is to be contacted immediately and if necessary, a technician will be send to the household.

2.5.1. Panel recruitment

The institute has to keep track of the entire recruitment procedure: the number of available addresses, the number of successful and failed contacts, socio-demographic information regarding non-response, the number of installed measurement systems etc. The institute is to make all the necessary information available on a regular basis to the Permanent Structure of the CIM and give all the necessary co-operation to these checks. The recruitment of the panel households is to be reported every month to the Technical Committee.

2.5.2. Panel representativeness

The institute is responsible for the representativeness of the panel on a daily basis. It therefore has to check the quality of the sample and take the necessary measures as to avoid any bias. The Permanent Structure must have access to all the characteristics of the gross sample on a daily basis. The institute is to report on this every month to the Technical Committee.

2.5.3. Panel compliance

The panel compliance is regularly checked in the current study by means of coincidental controls at least twice a year. These controls are used to verify for example the registration behavior of the panel members. Currently, the panel members are asked by means of a telephonic interview who is watching. This declared information is then compared to the meter data. If a household fails two times in a row, it has to be removed from the panel. The Technical Committee can after consulting the research institute request to augment the number of controls on the panel compliance. If the new metering system allows so, the same procedure can be used to verify the panel compliance that is expected to exceed 95%. If a fundamentally different metering system is chosen, a comparable procedure should be established. The research institutes are requested to suggest additional controls to verify the compliance of the panel. This must result in a substantial reduction of uncovered viewing (currently about 8%). The institute will provide all data to allow the evaluation of the measures taken. In both cases the Permanent Structure should have direct access to all data (in text or audio format) collected during these controls. 2.5.4. Online follow-up The institute will provide to the Permanent Structure of CIM an online tool that allows to check the number of available panel members, the representativeness of the panel, and the daily weights on a continuous basis. Please describe the tool(s) that you can offer.

2.6. Exclusivity of the panel

The CIM television study panel may not be used for any other study, unless at the explicit request of the CIM.

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3. Measuring system

3.1. Definitions

3.1.1. Definition of TV viewing

All panel members who are in the vicinity of a TV screen and who are able to view the audiovisual content (images) are considered to be viewers. This concept must be explained in the manual issued to the panel member. According to this definition the viewers must report themselves or be registered (depending on the method of measurement).

3.1.2. Definition of a channel

A channel is defined as any unit that:

- Broadcasts audiovisual content (images) according to a linear programming schedule; - Broadcasts audiovisual content (images) at the request of the viewer (video on demand); - Is editorially liable.

3.1.3. Definition of TV content

TV content is defined as any audiovisual content that has been or will be diffused by a channel or audiovisual content owned and distributed by a channel.

3.2. Registration of viewing behavior

One or more measuring systems must be able to register the complete viewing behavior on a Classic TV set and a Smart TV set. All types of signals (analogue, digital, HD, SD, etc.) and distribution platforms (DTT, analogue and digital cable, satellite, IP, etc.) used to view audiovisual content on a Classic TV set and a Smart TV set should be measured. The research institutes are free to offer the measuring system they consider the most appropriate for the Belgian market and its needs. Nevertheless the proposed system or systems must meet certain requirements (3.2.1). The ability to perform additional measurements is considered to be an asset. If these additions require additional costs, the institutes are asked to mention this separately. The Technical Committee is aware that a combination of measuring systems will be necessary in order to measure and distinct all forms of content broadcasted live, time shifted and on demand. However, at least one of the proposed technologies to measure TV channels should be channel- and platform-independent. Additional systems should be added. These can be both platform dependent and independent measures for the additional system. Institutes are required:

- to make a recommendation on the main measurement system, - to detail how, and in which conditions, the proposed additional system(s) will interact with the

main system. For all proposed measurement systems the institutes are asked to describe their advantages and constraints. If this system requires additional investments by the participating channels, the institute should clearly indicate the additional costs. In the Belgian market there is currently no agreement with the telecom providers to access the log file data of the set top boxes. This might change in the future. If these data will become available, the CIM

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will start a cooperation with a research institute that can collect and process these data, either from a panel of set-top box users or from the total universe of digital viewers in Belgium. Please describe the experience you have with the gathering and processing of set-top box data in other countries or in other research projects, and how these data are used to create or support currency data calculations.

3.2.1. Minimum requirements

The Technical Committee would like to focus this measurement system on all forms of TV viewing on the Classic TV set and a Smart TV set. The following activities are to be registered by the system for panel members as well as for guests. These are considered to be the minimal requirements for the future measuring system:

- Live viewing of TV content, including live streaming on smart tv’s, (for at least 116 channels; please specify incremental cost for additional channels);

- Time shifted viewing of TV content (for at least 35 channels; please specify incremental cost); - On demand viewing of TV content; - Other screen use.

The current study is based on audio matching and uses a reference site which can measure up to 116 channels; we measure time shifted viewing for 30 channels. All available places in the EAM reference site have been taken. If you would use this technique, please state the cost of a larger reference site separately in your offer. The Technical Committee also requires an additional price for future extensions of the proposed reference site. The Institutes are free to propose both platform dependent and independent measures. If an institute were to suggest a content tagging technique as a measurement technology, the Technical Committee strongly recommends that the encoding can be used in the measurement for both Classic/Smart TV AND for video measurement on new screens. Please indicate all costs for the broadcasters when applying this technique. The following viewing patterns should be measured in the proposed solution.

3.2.1.1. Live viewing

The recognition and identification of all live viewing with 100% accuracy for the participating channels on all available platforms (SD, HD, analogue, etc.) on Classic and Smart TV with maximum accuracy for all other channels is a prerequisite.

3.2.1.2. Time shifted viewing

Time shifted viewing with a history of 6 days after the date of broadcasting should be identified separately. At the moment a statement is considered to be time shifted as of 30 seconds difference with the live broadcast. Institutes are required to indicate the precision and granularity of measuring time shifted viewing and the potential impact on identification of TV advertising. E.g. the minimum sample length required for identification has to be detailed. The institutes are required to specify all rule that will be applied to assigning tv spots in TSV (these rules will be part of the technical test). The institutes will describe the potential loss of individual advertisement identification due to differences in sampling precision or reference site constraints compared to live television.

3.2.1.3. Guest viewing

The measuring system must enable guests to participate and to be considered as viewers. Guests are individuals who are not part of the selection of panel members at a certain address. Their viewing is to be seen as equal to that of the panel member viewers at the residence. Therefore, we match the viewing

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behavior of guests to panel members that are not present at that time. Currently we only have information on the gender and the age of a guest, other socio demographic info is derived from panel members with similar viewing behavior that are not watching TV at the time. We need at least the same information on guest viewers as we have today, regardless of the measurement system in the proposal. More information on the current measurement of guest viewing can be found here (http://www.cim.be/fr/news/invit%C3%A9s-dans-la-currency-t%C3%A9l%C3%A9-%C3%A0-partir-du-1er-septembre-2012).

3.2.1.4. Time shifted viewing beyond +6

The extension of the time frame of time shifted viewing from +6 up to +X is considered to be an option. The Technical Committee can decide to integrate these data or use it only to keep track of time shifted viewing behavior. Please offer your suggestions in your proposal.

3.2.1.5. Other screen use of TV sets

Besides the recognition of TV viewing (live, live streaming or time shifted), the measuring system should be able to identify any other screen use. The current system is able to identify the use of teletext and the following peripheral equipment:

- Videorecorder;

- DVD;

- Game console;

- Settopbox;

- Decoder for Pay-TV;

- Other hardware device (camera, USB drive, hard disk drive, computer, etc.). The new measuring system should be able to distinguish watching VOD from a distributor, a broadcaster, an external platform or streamed via e.g. Stievie. Institutes are invited to offer solutions regarding the integration of internet use on connected TV set.

3.2.1.6. VOD

The Technical Committee asks the research institutes to integrate a proposal to measure viewing behavior of video on demand of programs and advertising spots (this includes previews and older content, not broadcasted recently). Please identify the methodology, the technique used to identify this content and the options for the integration of the data in the TV currency.

3.2.1.7. Measurement of small TV channels

The Technical Committee TV would like pay extra attention to the measurement of small, digital channels, also known as the long tail of TV. Today, small channels have the possibility to subscribe to monthly reports. These reports contain only aggregated data: an average daily and weekly reach, a total reach per month and the market share for the month concerned. Institutes are asked to make a feasible proposal, with detailed price quotation, to allow the publication of full details on these channels. The aim should be to produce reliable audience figures, preferably with information on the socio demographic profile of viewers.

3.2.1.8. Digital interactivity

The measurement of all other forms of digital interactivity on a Classic TV set and a Smart TV set (such as red button for voting, digitext, games, EPG use...) is considered to be optional. Institutes proposing solutions for this measurement are asked to make suggestions regarding the integration and reporting of these data.

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3.3. Data processing

The data on all households is to be collected at least daily. A “day” starts and ends at 2 am. The institute must describe the technical system that will be used to collect, gather and process the data in the proposal. A back-up system should be available for each part of the measurement chain.

3.3.1. Preliminary checks and coherences

3.3.1.1. Compliance of panel members

The research institute must carefully check if the panel members carry out their tasks properly. The tendering institute must present clearly formulated coherence rules for validating a household. The reasons for bad compliance must be checked (e.g. in the current system this could be when the television has been switched on for a long time or is being repeatedly switched on without any viewers being registered). The panel members who display bad registration behavior can be temporarily or permanently removed from the panel. The institute is to apply the coherence rules to these panel members. Formal procedures are required for interviewing viewers with extreme viewing patterns and households in which extensive viewing periods have remained unregistered (e.g. when the TV set was switched on but nobody was registered), in order to be sure of the validity of the registration.

3.3.1.2. Completeness of Data Transmitted

The institute must check the panel response every day before releasing the viewing figures. In case of a data transmission (after polling and validation) of less than 90% (national) of the panel households or 85% (North/South) of the panel households, the institute must let the Permanent Structure of the CIM decide whether the viewing figures will be released.

3.3.1.3. Correctness of Station Detection

Tracing the correct station is an essential part of the study. It is very important to allocate the audience of the individual person in the households to the correct stations. The Technical Committee wants the research institute to pay extra attention to viewing statements that might indicate a modification in the household equipment (e.g. an analogue household watching a purely digital channel). If these kind of viewing statements are intercepted, the household is to be contacted immediately and if necessary, a technician should be sent to the household.

3.3.1.4. Transmission of the Correct Time of Registration

Control of the internal clock of the metering system is also important. The computation of the audience of the programs and commercials depends on the accuracy of these clocks. Every night, at the moment when the data are transferred to the central processing computer, the central computer must check the internal clock of the meter in the household. If the time differs from that of the central computer, the central computer must automatically correct the transmitted data and reset the internal clock to the correct time. The central processing computer must be set to the atomic clock of Frankfurt.

3.3.2. Weighting

Persons who participate in the panel study must be weighted on the basis of the reference universe.

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Results of the current TAM study are weighted according to this weighting matrix:

- Main Shopper per age (7 modalities, including 4-11 year olds) ; - Gender per age (4+) (18 modalities) ; - Age of children (4 modalities) ; - Occupation (10 modalities, including 4-11 year olds) ; - Education level (9 modalities, including 4-11 year olds) ; - Household size (6 modalities, including 4-11 year olds) ; - Main Shopper with or without children under 15 years of age (4 modalities, including 4-11 year

olds). The institute must show the weighting procedures it will employ in its tender. There are currently no plans to change this weighting matrix, but in principle all variables could be considered as weighting variables. It must be possible at all times to change the weighting procedures throughout the course of the study at the request of the Technical Committee.

3.3.3. Coherence check before publication

The institute will detail its proposal for coherence checks of TV data at the population level before releasing the data. These controls have to prevent unduly redelivery of data in case of major simulcast problems, a technical failure in identification systems etc. The institute will detail:

- the time slot used for these checks; - the types of automatic and manual checks performed on the data; - the tolerance levels used to decide on further investigation or non-publication of data.

3.4. Exploitation

Two databases should be available: - Database A, containing detailed information on all the measured channels (reserved for the

participating stations and their media sales houses); - Database B, containing detailed information only on the participating channels (for advertising

and media agencies). These users are also offered an aggregated database with the results per quarter of an hour for nonparticipating channels. The list of these channels is drawn up by the Technical Committee of the CIM and is subject to annual review and will be revised as necessary.

These two databases are drawn up on the basis of the “link with individual data”. The databases are provided to CIM licensed software houses. The institute must formulate a file format proposal for both databases. Today, software houses receive on a daily basis multiple files with all viewing data of yesterday (live and all time shifted viewing on that day) for all channels in the measurement or for a limited set of channels. These files must be made available, weighted, to the users by 8 am on day+1.

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4. Service level agreement

The CIM requires explicit service level agreements for all separate research projects within the CIM TV Study. These agreements will include, amongst others, performance KPI’s, quality controls, and publication delays of the data, support, backup facilities, and disaster and recovery systems. This list is not exhaustive. The service level agreement will include the use of incentives and penalties. Example for TAM data: - General up time of the system (= 100%, no tolerance). - Minimal household data (750 per region; tolerance of 10% on maximum 1 day a year). - Correct channel identification (any instance of faulty channel identification has to be corrected and

data redelivered; maximum 5x a year) - Daily publication of time band data at 8:00.am (maximum 3x a year a delay of more than.12 hours) - Representativeness of the panel (tolerance for deviations from the recruitment matrix to be

determined. Support - Response time in case of technical difficulties on working hours (7:00 am – 10:00 pm; 20 minutes) - Response time in case of technical difficulties outside working hours (2 hours). - Roles and responsibilities of technical team members. - Support to subscribers and the CIM (7:00 am – 6:00 pm).

Backup facilities - Backup facilities for the data collection and data processing. - Backup facilities for channel identification. Disaster and recovery systems - For the data collection, data processing and channel identification systems. - Alert system to key people in case of system failure, faulty data or delayed publication. Comparable and pertinent KPI’s, publication timings, support, backup facilities, and disaster and recovery systems will be defined for program and spot identification. Brussels, 20th of June 2014

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5. Attachments : summary cells recruitment matrix

NORTH

SOUTH

Legend <30 Main responsible for revenues less than 30 years old 30-44 Main responsible for revenues between 30 and 44 (included) 45-59 Main responsible for revenues between 45 and 59 (included) 60-74 Main responsible for revenues between 60 and 74 (included) 75+ Main responsible for revenues older than 74

HH1 Household size = 1 HH2+ Household size = 2 or more

Active Having a professional activity Inactive Having no professional activity

Low Lower education level Mid Middle education level High High education level

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Legend <30 Main responsible for revenues less than 30 years old 30-44 Main responsible for revenues between 30 and 44 (included) 45-59 Main responsible for revenues between 45 and 59 (included) 60-74 Main responsible for revenues between 60 and 74 (included) 75+ Main responsible for revenues older than 74

HH1 Household size = 1 HH2+ Household size = 2 or more

Active Having a professional activity Inactive Having no professional activity

Low Lower education level Mid Middle education level High High education level