“Television is very much alive”: Claro Media explains TV measurement in Colombia

Image taken from wradio.com.co

Daniel Rojas, director of Claro Media, said that with this measurement it is possible to know which regions are consuming the most, the times, the programs, the channels by socioeconomic level, age, gender and the minute-by-minute monitoring.

The Claro Media Group announced on Friday the most revolutionary television measurement with figures that have surely helped investors, advertisers and media centers.

Daniel Rojas, director of Claro Media, spoke on La W, and explained how the measurement works and provided key details to understand it. According to him, IBOPE, a service company dedicated to carrying out audience measurements in the media, has the measurement of at least 1,200 homes nationwide in 23 municipalities, while Claro is currently reading 280,000 homes nationwide in more than 700 municipalities.

Thus, together with the Centro Nacional de Consultoría, Rojas affirms that they are going to develop the largest television consumption study in Colombia, “which of those 280,000 homes will represent 43,000,000 Colombians starting in November of this year.”

How do they measure television?

According to Rojas, the measurement to date is based on the 280,000 decoders on a universe of Claro services. “For more than a year we have been working with the National Consulting Center to integrate other sources of information, both public and private, which allows us to analyze the information and determine television consumption at a national level.”

However, he clarified that not only Claro data is included, but also sources such as the Dane quality of life survey, the Dane projection of households and population and the MinTIC subscription television sector bulletin are taken into account.

Is it possible to know how many and what type of people are watching television?

“The model allows us, at this time and with the level of detail that we are having with the 280,000 decoders, to have a consumption pattern, because it provides very relevant information on what type of content the person who is watching is consuming,” said the director of Claro Media.

Thus, he assures that this is when one can “start to measure whether television consumption is related to children's content, children's programs, children's channels.”

He also explains that, after 3 years of work on measurements, they already have models that allow for a fairly tight correlation to be able to determine in a very precise way what and who is watching television.

How are the measurements delivered and how to understand them?

The service, which is already available through a viewer offered by the National Consulting Center to the different actors who are interested in consuming this content and this study, “does not require being a statistician or having studied anything related to this type of information to understand it.”

According to Rojas, this is a very user-friendly platform so that the person who is consulting can understand the details of each of the measurements. That is to say, they will be able to know, with a simple search, which are the regions that are consuming the most, the schedules, the programs, the channels by socioeconomic level, age, gender and the minute-by-minute monitoring.

Is Claro Media's measurement service free?

Currently, this is a paid service, which even has clients who have been using the tool since 2021.

How to take into account stratum 1 users?

As is well known, there are people in stratum 1 who do not have the resources to access a decoder and opt for the aerial signal.

Given this, Daniel Rojas explained that “stratum 1 can have access via prepaid services where the user goes and pays for access for a time and during that time, if the decoder has been connected to the services that we are measuring, then we have the behavior of these users and later we scale them.”

However, he emphasizes that “it is important to understand that today the base of the pyramid is very concentrated in strata 1, 2 and 3 and the sample, as established, seeks to ensure that there is a balance precisely in that population pyramid so that both stratum 1 and 6 at the national level are sufficiently represented regardless of the population volume that exists.”

Article taken from wradio.com.co

By Laura Rojas

https://www.wradio.com.co/2024/10/30/la-television-esta-muy-viva-claro-media-explica-la-medicion-de-tv-en-colombia/