Pascal measuring television audience in the Metropolitan Area for Sifema covers the same geographical area as Ibope today and therefore allows the Argentina television the coexistence of two methods of measurement and, therefore, the possibility to compare the data from both.
Also, is a measurement system developed in the framework of programs developed by various public universities, very high methodological and technical level and with the addition of different areas allow an analysis of the television audience that is not restricted to the metropolitan area but extends to the entire country.
Until the appearance of Sifema, IBOPE was the only television metering through the system of “people meeter” from now on the coexistence of other measuring using an equivalent system, the two measurements can be compared, ensuring greater transparency for measuring television ratings.
Moreover, as programs developed from public universities and incorporating the research dimension Sifema opens the perspective of a system of data collection audience punching the commercial aspect to cover issues related to cultural habits and ways of seeing the population.
“Our idea is to produce quality information to help improve the quality of the television industry in general and also develop research on ways and means of production of audiovisual culture,” explained Marcelo Escolar, chairman Pascal Telam in the week when the system became operational in October.
“In addition to measuring rating we are interested in issues such as quality programs, types of hearing related to certain television consumption and also aspire to future going to measure social networks and then cross affinity data and individual and group with tastes television audience data, “said School.
Pascal, which currently covers a universe of hearing 13 million people (like IBOPE), is integrated in turn Sifema also coordinated by national universities, by the end of 2015 will be measuring the television audience of 18 million Argentines, incorporating the current universe, the metropolitan areas of Rosario, Cordoba and Mendoza; the third lace Conurbano, Grand La Plata addition to the areas that constitute Resistencia-Corrientes, Paraná-Santa Fe-Santo Tomé; Grand Tucumán and region stretching between the Great Neuquén and Black River Valley.
In methodological terms, the Sifema follows similar international standards to which continues Ibope respects a set of procedures that follows a given protocol, ensuring the reliability of the data collected.
The current differences between Pascar and Ibope, acting in the same area is that the system created by the University measured 24 hours a day while Ibope of 12-2 am, and also that the new system covers the entire universe, while Ibope leaves out of its scale two strata. ABC1 highest and E, which is the lowest stratum of the socioeconomic scale
Ibope, who works for the Chamber of Advertisers, leaves out these strata because they are not commercially viable. the highest because they consume television and the lowest because it is out of consumption in general
Pascal is at present preparing a IRAM certification that enables the external audit system
“We want the same level of audit is a private company not want to shirk any audit.; our goal is credibility and continuity over time, “said School.
No comments:
Post a Comment