Television measurement in Colombia now has a new tool. For the first time, a universe of close to 43 million people is considered.

• For the first time, the scope of television consumption in public places, in addition to homes, will also be measured.

• According to this new study, the reach of television doubles due to a larger universe: more than 43 million people.

• The new sample represents 81% of the Colombian population.

Bogotá, October 23, 2024. The National Consulting Center and Claro announced the new audience measurement, CNC Ratings, which redefines the scope and accuracy of linear and closed television measurement in the country.

“This advance responds to the need to update traditional measurement methods to more accurately reflect television consumption in a universe that will henceforth encompass more than 43 million people in more than 16 million homes and a thousand commercial establishments,” reported Fabricio Alarcón, Vice President of Brand and Media at the National Consulting Center.

After two years of research and thanks to advances in technology, the National Consulting Center achieved an innovative model, among other reasons, because unlike what had been traditionally done in this sector, the new measurement takes information from various public and private sources in an exercise that places the model at the forefront of what is happening in the world of data analysis.

This new approach allows for more precise data on consumption in more than 700 municipalities, representing 81% of the Colombian population. “For this reason, the coverage significantly expands the scope, compared to the traditional method in force until now, which only includes 22 municipalities. In addition, for the first time, it will be possible to review information by region, municipality, socioeconomic level, gender, age and channel, and will allow for minute-by-minute monitoring of the audience of each channel,” explained Fabricio Alarcón.

Why is CNC RATINGS innovative?

The research to arrive at this model revealed a great discovery about the true value and the real dimension of television in Colombia. According to the study, the number of times the number of viewers is growing and the rating of linear television reaches nearly 9 million homes and nearly 16 million people simultaneously during prime time. “This is information of great value because it gives television back its rightful place in the midst of the discussion about the massiveness of linear television in Colombia. The data here speak for themselves: television is more alive than ever,” concludes Alarcón, spokesperson for the National Consulting Center.

Another great innovation is the representativeness of the universe. For the first time, consumption in commercial establishments is included, in addition to expanding the universe to nearly 43 million Colombians in 16 million homes and 1,000 commercial establishments.

It is also the first time that the industry can count on a more realistic scope of the national census. Even the population is represented from the age of four and in more than 700 municipalities of the country, that is, 81% of the Colombian population.

From the point of view of methodology, the technological leap achieved by CNC Ratings is innovative because it transcended the traditional method under which Colombia has historically been measured. This means that the new CNC Ratings methodology is based on “doubly robust” models, which in colloquial terms means that it uses Big data and Open data from studies by DANE, Min TIC and other primary sources, so that the integration of these large databases and their respective analysis guarantee high precision in the representation of audiences.

In conclusion and broadly speaking, advanced data analytics not only expands geographic coverage, but also improves data precision, which has a direct impact on the optimization of advertising budgets. This measurement will adjust Costs Per Thousand (CPM) based on a real audience universe, improving strategic decision-making for advertising campaigns.

Centro Nacional de Consultoría