Television hearings by GfK, selected by the Commission for the Analysis of Media Research (CAEM), continue to raise suspicions. ABOUT Sunrise know it TVI is considering conducting an audit to see if the figures presented are accurate. Our newspaper also knows RTP asked for this audit, and CMTV he also has reservations about the data presented.
These are numbers presented in relation to audiences that rate TVI In second place.
According to our newspaper, TVI “The market considers the presence of unexplained indicators with abrupt changes in results and inconsistent and inadequate information to be extremely serious for the market.” This means that Queluz intends to clarify the well-founded doubts and suspicions it has about “serious gaps” in the procedures and practices that have been applied as part of the enactment of a regime that supports channel audience measurement. RTP, SIC, TVI and other cable channels.
BUT TVI go back to questioning, you know SunriseThe fact is that the difference in audience for a competitor is in the first place – SIC – be less significant if this measurement was made by operators. These are some of the different points that prompted the channel to request an audit that should cover at least the last 12 months and which will continue to be conducted by a quality and independent organization. In addition, it deserves the participation and opinion of the three universal channels.
mistrust is not new
Remember this like Sunrise already advanced in April last year, the TV audience is under suspicion. This is because the number of audiences GfK publishes does not match the impact of social media programs or operator reports. And home with cable TV is already 90% (about 4.5 million), while the market continues to be regulated by a sample of 1,100 audiometers.
By this time TVI showed disbelief, especially when comparing the final audience with hum social media: “We really found this discrepancy. In which programs, for example All Togheter Now, or program Christina ComVida, was of great importance on various digital platforms, without the possibility of comparison with direct competing programs, and then we checked that such data did not correspond to the level of the mentioned audience, “Queluz began with recognition.
Regarding the fact that the audience is controlled exclusively by 1,100 devices scattered throughout the country, and not through the various boxes that occupy about 90% of Portuguese homes, the channel is not in doubt: “This is an issue that deserves special attention. careful analysis and reflection. The ideal for the market is to have the most reliable and comprehensive panel possible. “
However, the station is not satisfied with the discrepancy in the results. “What cannot happen is that there is a significant difference between the results of this representative panel and specific quantitative data from a much wider range of users,” says the channel, which states that this situation will reflect “the presence of distortion. and this does not guarantee the market the required accurate and reliable information. “
With regard to the possible increase in the number of devices installed in Portuguese homes, the channel goes further by ensuring that it believes that “more important than increasing the number of participants in the discussion is to ensure that the rules for managing the panels are respected, as well as the rigor and transparency with which data is transmitted. … collected, processed and reported. “
CAEM, on the other hand, referred to Sunrise that “the measurement of television audiences in Portugal, as in the vast majority of countries in the world where there is television, is done on a panel of houses (1100 in Portugal)” and that, therefore, “representativeness. provided by the randomness of the basis of the recruitment process, its proportionality in variables such as region, type of habitat (number of inhabitants), household size and access to pay TV and social strata, in addition to controlling individual variables such as gender, age group ”.
Fernando Cruz, CEO of CAEM, also added that “the statistical representativeness of this sample allows the panel’s audience data to be extrapolated to the entire population with demographic segmentation of TV watchers, with 150 channels per minute.”
