28/02/2016
Conference on New Trends in TV Audience Measurements
Organized by TİAK A.Ş., the Conference on NEW TRENDS IN TV AUDIENCE MEASUREMENT took place with the attendance of around 150 people at Doğuş Maslak Center on February 28, 2016.
Hosting academia engaged in the field, as well as RTÜK Executives, Advertisers, Advertising Agencies and Television Channel Representatives, the opening speech of the conference was delivered by İbrahim EREN, Chairman of the Board of Directors at TİAK A.Ş., and Prof. Dr. İlhan YERLİKAYA, President of RTÜK (Radio and Television Supreme Council).
The main theme of the conference was on the impact of recent changes on TV Viewing Behaviors, TV Viewing Instruments and Platforms Used by the audience on TV audience measurements, as well as how such changes are reflected to the TV audience measurements across different countries.
Gathering all parties from TV Audience Measurement, the conference featured presentations by expert representatives that reflect the Perspectives of Advertisers, Television Industry and Measurement Companies.
ON BEHALF OF ADVERTISERS: UNILEVER Media Director Aslı KÖKÜKFAKI
ON BEHALF OF THE TELEVISION INDUSTRY: SKO Netherlands General Manager Bas DE VOS, DISCOVERY NETWORKS Research and Strategy Director Alex NIELSEN, KANTAR MEDIA UK TV Measurement General Manager MARGO SWADLEY
ON BEHALF OF MEASUREMENT COMPANIES: KANTAR MEDIA Global CEO Richard ASQUITH, COMSCORE Spain Industrial Relations Head Stuart WILKINSON, KANTAR MEDIA Customer Relations Director Daniel FLYNN The conference featured remarks on the position of live viewings through TV defined as multi-screen, as well as computers, tablets and smartphones, and optional subsequent viewing behavior in countries such as Spain, Norway, Denmark, UK and the Netherlands, based on examples therein, and the share of such viewing methods in TV audience measurement.
Emphasizing the importance of television in the changing media-viewing behaviors of the audience, all speakers stressed that the advertising budget share allocated for TV will always maintain its importance, despite the popularity of the digital, and that the number of applications where TV and digital means are used together will increase; therefore, TV audience measurements will become more significant in such environment.
The final part of the conference featured a panel titled WHAT DOES ALL THIS MEAN FOR TURKEY, moderated by İbrahim EREN, Chairman of the Board of Directors at TİAK A.Ş., with the attendance of all participants.
Hosting academia engaged in the field, as well as RTÜK Executives, Advertisers, Advertising Agencies and Television Channel Representatives, the opening speech of the conference was delivered by İbrahim EREN, Chairman of the Board of Directors at TİAK A.Ş., and Prof. Dr. İlhan YERLİKAYA, President of RTÜK (Radio and Television Supreme Council).
The main theme of the conference was on the impact of recent changes on TV Viewing Behaviors, TV Viewing Instruments and Platforms Used by the audience on TV audience measurements, as well as how such changes are reflected to the TV audience measurements across different countries.
Gathering all parties from TV Audience Measurement, the conference featured presentations by expert representatives that reflect the Perspectives of Advertisers, Television Industry and Measurement Companies.
ON BEHALF OF ADVERTISERS: UNILEVER Media Director Aslı KÖKÜKFAKI
ON BEHALF OF THE TELEVISION INDUSTRY: SKO Netherlands General Manager Bas DE VOS, DISCOVERY NETWORKS Research and Strategy Director Alex NIELSEN, KANTAR MEDIA UK TV Measurement General Manager MARGO SWADLEY
ON BEHALF OF MEASUREMENT COMPANIES: KANTAR MEDIA Global CEO Richard ASQUITH, COMSCORE Spain Industrial Relations Head Stuart WILKINSON, KANTAR MEDIA Customer Relations Director Daniel FLYNN The conference featured remarks on the position of live viewings through TV defined as multi-screen, as well as computers, tablets and smartphones, and optional subsequent viewing behavior in countries such as Spain, Norway, Denmark, UK and the Netherlands, based on examples therein, and the share of such viewing methods in TV audience measurement.
Emphasizing the importance of television in the changing media-viewing behaviors of the audience, all speakers stressed that the advertising budget share allocated for TV will always maintain its importance, despite the popularity of the digital, and that the number of applications where TV and digital means are used together will increase; therefore, TV audience measurements will become more significant in such environment.
The final part of the conference featured a panel titled WHAT DOES ALL THIS MEAN FOR TURKEY, moderated by İbrahim EREN, Chairman of the Board of Directors at TİAK A.Ş., with the attendance of all participants.