1、 ETSI TR 102 688-8 V1.1.1 (2011-05)Technical Report Media Content Distribution (MCD);MCD framework;Part 8: Audience MeasurementETSI ETSI TR 102 688-8 V1.1.1 (2011-05)2Reference DTR/MCD-00005 Keywords audience, audio, advertisement, broadcast, content, multimedia, traffic, video ETSI 650 Route des Lu
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6、nd the foregoing restriction extend to reproduction in all media. European Telecommunications Standards Institute 2011. All rights reserved. DECTTM, PLUGTESTSTM, UMTSTM, TIPHONTM, the TIPHON logo and the ETSI logo are Trade Marks of ETSI registered for the benefit of its Members. 3GPPTM is a Trade M
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8、on. ETSI ETSI TR 102 688-8 V1.1.1 (2011-05)3Contents Intellectual Property Rights 5g3Foreword . 5g3Introduction 5g31 Scope 6g32 References 6g32.1 Normative references . 6g32.2 Informative references 6g33 Definitions and abbreviations . 8g33.1 Definitions 8g33.2 Abbreviations . 9g34 Discussion 10g34.
9、1 Why Audience Measurement . 10g34.2 Methods of Audience Measurement . 11g34.2.1 Personal diary . 11g34.2.2 Meters . 11g34.2.3 Software 11g34.3 Measurement Gordian knot 12g35 Regulatory Factors . 13g35.1 United States 13g35.1.1 Consumer Privacy: United States . 13g35.1.2 Rating Services Oversight: U
10、nited States . 15g35.2 Europe and the European Union . 16g35.2.1 Actors views on regulation, self-regulating as the basis 16g35.3 Japan . 17g35.4 China 18g36 Case Studies . 19g36.1 United States Advanced Advertising and Audience Measurement 19g36.1.1 Television Ratings 19g36.1.2 Advertising usage me
11、asurement . 19g36.1.3 Audience Measurement Approaches 20g36.2 Europe and the European Union . 21g36.2.1 General overview 21g36.2.2 Alternative counts, multi-platform broadcasters needs . 23g36.2.3 Mobile TV measurement is one of the stakes in 2011 24g36.2.4 Research Institutes are developing combine
12、d AM systems 25g36.2.5 Other sources to be considered in AM standardization process 25g36.2.5.1 International Professional Organisations . 25g36.2.5.2 European Professional Organisations 26g36.2.5.3 National Professional Organisations . 27g36.2.5.4 Sources of Statistical Information . 28g36.2.5.5 In
13、formation from further projects and actions 29g36.2.5.6 Standardization and SDOs 30g36.3 Japan . 30g36.3.1 Personalization using Passive Feedback: (see Figure 1) . 30g36.3.2 Personalization using Active Feedback (See Figure 2) . 31g36.3.3 Audience Measurement chain . 31g36.3.4 Personalized Service P
14、latform 32g36.3.5 Functional Architecture for Personalized Service Platform 33g36.3.6 Detailed functional component for Audience Measurement . 33g36.3.7 Service examples with the Personalized Service Platform . 34g36.3.7.1 Target advertising service . 35g36.3.7.2 VoD recommendation service . 35g3ETS
15、I ETSI TR 102 688-8 V1.1.1 (2011-05)46.4 China 36g36.4.1 Audience Measurement in China 36g36.4.1.1 Guidelines for Television Audience Measurement . 36g36.4.2 Methods of audience measurement . 36g36.4.3 The audience research history and current state . 36g36.4.4 Audience research market prospects in
16、China 37g36.4.4.1 The challenge from digital TV development. 37g37 Initial needs for an audience measurement system 38g3Annex A: Bibliography 40g3History 41g3ETSI ETSI TR 102 688-8 V1.1.1 (2011-05)5Intellectual Property Rights IPRs essential or potentially essential to the present document may have
17、been declared to ETSI. The information pertaining to these essential IPRs, if any, is publicly available for ETSI members and non-members, and can be found in ETSI SR 000 314: “Intellectual Property Rights (IPRs); Essential, or potentially Essential, IPRs notified to ETSI in respect of ETSI standard
18、s“, which is available from the ETSI Secretariat. Latest updates are available on the ETSI Web server (http:/webapp.etsi.org/IPR/home.asp). Pursuant to the ETSI IPR Policy, no investigation, including IPR searches, has been carried out by ETSI. No guarantee can be given as to the existence of other
19、IPRs not referenced in ETSI SR 000 314 (or the updates on the ETSI Web server) which are, or may be, or may become, essential to the present document. Foreword This Technical Report (TR) has been produced by ETSI Technical Committee Media Content Distribution (MCD). This is a multi-part deliverable
20、identifiable by the same main number and a common part of the title. This set of partial deliverables (parts and sub-parts handled and published independently but treated in a coordinated form) builds a whole deliverable handling the subject identified by the common part of the title. The common par
21、t of the title is Media Content Distribution framework. Each part and sub-part of the present set of deliverables covers a specific subject specified in the corresponding scope and referred to in the specific part of the title. To each part and sub-part of the whole deliverable, a specific number at
22、tached to the common main number of the deliverable will also be assigned. The present document, the only one providing an overview of various methods of Audience Measurement, referring to Legal and Regulatory requirements in various countries, providing Case Studies of activities in several countri
23、es, and technical and functional requirements for audience measurement, it is part 8 of the multi-part deliverable covering the Media Content Distribution framework, as identified in part 1 i.1 of this multi-part deliverable. This part 8 is an informative document trying to identify the situation wi
24、thin the market sector corresponding to the scope; the rather large number of trademarks cited could not be reduced due to the context of the study and the particular evolution of the document. In all the cases, the references to trademarks should not be considered for other purposes than the illust
25、ration of simple examples. For a rational maintenance and easy usage of the complete set of the documents, only part 1 of the set of the documents, will maintain an updated list of the documents in the series, all the other documents should refer to part 1 i.1, working therefore as the central point
26、 of the series. Introduction In the context of MCD work, the collection of audience measurement was considered a relevant item since it provides valuable information for market players acting in a rash evolving convergence environment between traditional sectors of Telecom and Broadcast. Also the op
27、portunities opened by this evolution are associated with challenges needing appropriate analysis. The present stage of the present document relates to an initial survey on audience measurement related matters in the MCD domain and is not intended to be a complete, exhaustive one. The aim of this ini
28、tial exercise was to identify issues determined by the present rapid evolution of convergence and consequent usage of multiple distribution systems for the traditionally broadcasted contents. Matters like the protection of contents, communications services, applications services and users data (secu
29、rity needs in general) were identified as a major issue and a description of the situation in different regions was made. This, however corresponding to an initial stage, it is believed to be relevant for publication aiming the stimulation of further discussions in the development of MCD systems and
30、 awareness of market players. It is nevertheless recognized that a future edition of the present report can go further in depth and updated information. This material is expected to be a central tool for the identification of MCD requirements and the specification of a roadmap for the standardizatio
31、n work to be developed. ETSI ETSI TR 102 688-8 V1.1.1 (2011-05)61 Scope The purpose of the present document is to assess activities and business plans with relevance to Audience Measurement. It briefly also provides a synopsis of information related to Audience Measurement of television viewership a
32、nd radio listenership that receive programs or information by means of broadcast to fixed and mobile locations, broadband networks, or on-line Internet. Audience measurement is a market research tool used to assess the return on advertising investment and to maximize the value provided users. Such m
33、easurements are made to provide information to tailor messages or content to better suit the preferences of a target audience and which promotes advertisers and content providers objectives. 2 References References are either specific (identified by date of publication and/or edition number or versi
34、on number) or non-specific. For specific references, only the cited version applies. For non-specific references, the latest version of the reference document (including any amendments) applies. Referenced documents which are not found to be publicly available in the expected location might be found
35、 at http:/docbox.etsi.org/Reference. NOTE: While any hyperlinks included in this clause were valid at the time of publication ETSI cannot guarantee their long term validity. 2.1 Normative references The following referenced documents are necessary for the application of the present document. Not app
36、licable. 2.2 Informative references The following referenced documents are not necessary for the application of the present document but they assist the user with regard to a particular subject area. i.1 ETSI TR 102 688-1: “Media Content Distribution (MCD); MCD framework; Part 1: Overview of interes
37、t areas“. i.2 ETSI TR 102 688-3: “Media Content Distribution (MCD); MCD framework; Part 3: Regulatory issues, social needs and policy matters“. i.3 Interactive Advertising Bureau: “Audience Reach Measurement Guidelines“, Version 1.0-February 23, 2009. NOTE: Available at: http:/ i.4 Directive 2002/19
38、/EC of the European Parliament and of the Council of 7 March 2002 on access to, and interconnection of, electronic communications networks and associated facilities (Access Directive). i.5 Directive 2002/58/EC of the European Parliament and of the Council of 12 July 2002 concerning the processing of
39、 personal data and the protection of privacy in the electronic communications sector (Directive on privacy and electronic communications). i.6 ISO 9000: “Quality management systems - Fundamentals and vocabulary“. i.7 CableLabs SaFI-CIP: “Campaign Information Package Specification“. NOTE: Available a
40、t: http:/ ETSI ETSI TR 102 688-8 V1.1.1 (2011-05)7i.8 CableLabs SaFI-IAF: “Interactive Application Fulfillment Summary Interface Specification“. NOTE: Available at: http:/ i.9 CableLabs SaFI-IAM: “Interactive Application Messaging Specification“. NOTE: Available at: http:/ i.10 CableLabs SaFI-SMS: “
41、Service Measurement Summary Interface Specification“. NOTE: Available at: http:/ i.11 “The Communications Assistant for Law Enforcement Act“ embodied in United States law 47 USC 1001. NOTE: Available at: http:/ i.12 “The Electronic Communications Privacy Act“ embodied in United States law beginning
42、at18 USC 2510. NOTE: Available at: http:/www.law.cornell.edu/uscode/18/2510.html. i.13 “The Stored Communications Act“ embodied in United States law beginning at18 USC 2701. NOTE: Available at: http:/www.law.cornell.edu/uscode/18/usc_sup_01_18_10_I_20_121.html. i.14 Directive 89/552/EEC of 3 October
43、 1989 of the European Parliament and of the Council on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the provision of audiovisual media services (Audiovisual Media Services Directive). i.15 EGTA blue print: “Audience measurem
44、ent: what television advertising sales houses want“ Results of a consultation among EGTA members - April 2007. NOTE: Available at: http:/ i.16 “Video on demand and catch-up TV in Europe“ (October 2009). NOTE: Available at: http:/www.obs.coe.int/oea_publ/market/vod2009.html. i.17 ARPP: “20.12.2010 -
45、Nouvelle Recommandation dontologique ARPP: Internet V 3.0“. NOTE: Available at: http:/www.arpp-pub.org/nouvelle-recommandation-arpp.html. i.18 ITU-T Draft Recommendation H.IPTV-AM.0: “IPTV application event handling: Overall aspects of audience measurement for IPTV services“. i.19 ITU-T Draft Recomm
46、endation H.IPTV-AM.1: “IPTV application event handling: Audience measurement for IPTV distributed content services“. i.20 ITU-T Draft Recommendation H.IPTV-AM.2: “IPTV application event handling: Audience measurement for IPTV interactive services“. NOTE: The above three references ( i.18, i.19,i.20)
47、 are not published at the date of publication of the present document, they are planed to be adopted and published during 2011. The definitive numbers of these Recommendations are also not yet assigned. i.21 “CNN, most extensive cross-platform audience reach“. NOTE: Available at: http:/ i.22 Synovate: “Key facts about EMS and EMS Select“. NOTE: Available at: http:/ems.synovate.nl/PDF/FactsheetEMS2010.pdf. ETSI ETSI TR 102 688-8 V1.1.1 (2011-05)8i.23 EMS Select 2009. NOTE: Available at: http:/ i.24 Synovate survey: “Pan-European Media and Marke
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