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Posts Tagged ‘People Meter’

The Premier League and the Joy of Statistics

August 2, 2010 2 comments

A strange thing is happening at ADTV. For the first time, we are able to actually count the number of our customers. We recently launched our Premier League pay-tv offering and can now, in real time, all sorts of data: the number of subscribers, their location, the number of decoders in each market, the number of calls to the call centre, the average call answer times etc. We can react instantly and alter allocations of resources and manpower as the situation changes on the ground. This is so refreshing.

To most people in developed markets, remarking about this may seem trivial. As broadcasters, we have been numbed by years of late viewership data (6 weeks late, at times), incompatible research methodologies and limited market information. We routinely make assumptions that drive million dollar investments and set sales targets based on a loose mix of statistics and black magic. The internet changes that a little, but until broadband penetration reaches saturation levels, the internet will not provide the answer.

I can see why it would frighten some people. Waking up every day to a precise sheet of data that lets you know if your programming or media allocation decisions from the night before were right would be a scary thing. But it would be challenging and it would most certainly lead to a better product and a better marketing plan.

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