The Czech Association of Internet Advertising (SPIR) has published the first public data of the visitation of so-called multimedia content on the internet, i.e. the watching frequency of stream video and the consumption of flash games. These are the first analytical findings about the actual number of users, the amount of played material, and the view time spent on the internet media. The largest amount of people follow video productions on the Stream.cz video server, and the greatest amount of time on average is spent by users playing flash games by Geewa corporation.
The startup of continual measurement of video streaming, which is a part of the Czech internet audience measurement project NetMonitor, is the first step in comparing the performance of internet media and television stations. According to Pavel Ševera, a project manager at SPIR, the interactive trend of two different technological platforms is thus confirmed. They can provide almost identical content. “The Czech Republic is an incubator of new projects in the area of internet measurement,” Pavel Ševera says. This is confirmed by the fact that the Czech internet market is one of the first in Europe where official streaming data has been published. Figuring in the first public data are Stream.cz, iDnes.cz, Nova.cz, Česká televize (Czech TV) and Geewa.cz. A part of the measurement is also the Novinky.cz server, on which, however, data will not be accessible until September of this year for reasons of migration to new technologies.
In the coming months, SPIR counts with the expansion of the program of measurement of video commercials and concrete materials based on GRP indicators and ratings, which will allow a better comparison with the audience measurement of television stations. The multimedia content will be categorized according to type, content, target groups and other variables. In preparation is also the constructing of the users´ sociodemographic profile.
The streaming video working team of SPIR currently preparing the measurement with the research companies MEDIARESEARCH and Gemius, recommends to use as the basic units the RU (the number of real users, that is to say real people) and ATS relative (the average time spent by the user of the material in a month). Publicly available are also other data of media measurement, such as Unique played materials, Views, or the Overall view time spent by all users in a given media, serving for better orientation in the consumption of multimedia content of the measured media. The subscribers of complete data of NetMonitor who are involved in the project also have at their disposal detailed data about every media.
SPIR is a professional organization (JIC) operating in the area of internet advertising in the Czech Republic since the year 2000. Currently the membership base is composed of 63 members. Beside conducting single-currency, respected internet audience research in the Czech Republic- the NetMonitor, it realizes the project of internet advertising AdMonitoring, as well as the professional conference about internet marketing IAC, and provides expert analyses of the development of the internet market in the country.
For further information please contact:
Kateřina Hrubešová
Executive Director SPIR
e-mail: [email protected]
Pavel Ševera
Coordinator of Research Projects SPIR
e-mail: [email protected]
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