WEB TVANNUAL REPORT 2012 SWEDEN v
Author & Design MMS - Mediamätning i Skandinavien Tigran Zakarian Drottningg 108, S-113 60 Stockholm +46 (0)8 736 10 00 Translation [email protected] Myriam Bawoua Marie Hallinan v
Summary
Period Participating parties 2012 SVT Weeks 1-52 MTG TV 2/1-30/12 TV4 SBS TV
615 597 112 Started streams
91 782 307 Hours spent
93 354 211 Published programmes and clips
Notes
- Historic data is presented from as far available. Since MMS has not been measuring Web TV for two full calendar years, the measurements from 2011 are not sufficient for comparison.
- Between weeks 42 and 48 the measurement code for MTG TV was revised due to overall compli- cations in the user experience, meaning that measurement data from this period is incomplete. PREFACE
The media landscape is constantly changing, and right now driving its development is Internet and Moving Picture content. As a result of this, we can look back at a truly amazing year for web-TV viewing. In 2012, a long series of records for TV-viewing via Internet were set. Almost 616 million streams were started and almost 92 million hours were spent on web TV during the year.
The programme with the greatest web audience over the course of the year was the traditional Christmas Eve episode of “Julkalendern”, which was shown on SVT Play. “Julkalendern” attracted an audience of just under 468 000 during an eight day period. The record in terms of number of streams started was set by SVT and Sveriges Radio for the programme “Musikhjälpen”, which generated over 729 000 started streams in the week it aired. Earlier in the autumn, the season première of “Solsidan” on TV4 broke viewing records with an online audience of over 204,000, which clearly shows that television programmes with large television audience numbers can also generate large viewing figures on the Web. For MTG TV, the ninth episode of “Svenska Hollywoodfruar” generated more than 314 000 hits with a further online audience of nearly 77 000. SBS TV’s greatest success of the year was the third episode of the documentary “Fråga Olle”, which peaked with nearly 186 000 starts plus an online audience of just below 135 000.
Patterns linked to both content and availability has emerged strongly in the web-viewing category during the past year. Traditional TV viewing has been shown to catalyze web TV viewing with the attractiveness of the programme increasing the number of viewers on both platforms. Both “Solsidan” and “Julkalendern” are prime examples of this. We have also noticed that internet only Web TV content can also reach a large audience without the support of traditional TV.
For the consumer, it is rarely a question of choosing either web-TV or traditional TV as the vast majority choose both. Their choice is influenced by when they can watch the content, the type of content available and by the availability of content on specific viewing platforms. Therefore the synergy between web-TV and traditional TV is obvious. It is certain that the viewer will have a greater opportunity to choose what, where, when and how they decide to view their TV media in the future. However, there is nothing to suggest that “TV Guide” TV is heading towards the grave, with all indications pointing towards a mutually beneficial co-existence with a more user defined TV viewing experience.
Finally we would just like to note that despite a breakthrough in the last year, web TV is still in its infancy and research suggests the TV viewing on mobile or tablet devices will increase sharply in the coming years. It is also predicted that total television viewing, regardless of platform will continue to increase. However one thing that will stay constant is that MMS will be there to measure the consumption, regardless of the medium.
Happy reading!
Magnus Anshelm, CEO Contents
Total level 6
Title level 19
About MMS 28
Material from this report may be published, providing MMS is clearly stated as the source Total Level
This report is divided into two parts, total level and title level. Total level shows a macro perspec- tive with help of the measurements of started streams and time spent. All web TV consumption derived from players that are a part of the MMS online currency is included in the total figures, with the exception of advertisements. Everything is accumulated to the total level regardless of- whether we spent two hours or 2 seconds viewing a programme or clip. The other part of the report, title level, has a micro perspective and focuses on individual programmes and clips, mea Starts suring25 000 000 started streams and web audiences.
20 000 000
15 000 000
10 000 000
5 000 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2013 2012 2011
615 597 112 streams were started last year, which averages out at 11 838 406 starts per week. According to the graph for started streams, there are three distinct peaks during the year: Between February and March, the first half of August and the middle of December. The summer period is usually a low season for both TV and web-TV viewing, but large events such as the London Olympic games 2012 attracted a large amount of theviewers, year. showing clear results when measured. Just as with the previous year, there is a positive viewing trend up until the 50th week with a downturn during the last 2 weeks of
Week 8 was the year’s highest recorded week with 20 900 000 started streams. The 6 lowest week during the year was week 27, with 5 300 000 started streams. Starts 25 000 000
20 000 000
15 000 000
10 000 000
5 000 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec Vecka
SVT TOT ST MTG TV TOT ST TV4 TOT ST SBS TV TOT ST TOT ST
operator, as well as the total measured in started streams. The graph above shows figures from the past year for each individual
7 Time Spent 6 000 000
5 000 000
4 000 000
3 000 000
2 000 000
1 000 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2013 2012 2011
91 782 307 hours of web TV were consumed in 2012, giving an average of 1 765 044 hours per week. Aside from the period of time during the Olympic Games, consumption was lowest during the summer and highest during the winter. The year’s most dramatic increase occurred during week 5 when consumption beat all previous weekly records with 5 642 971 hours spent. Time Spent 6 000 000
5 000 000
4 000 000
3 000 000
2 000 000
1 000 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec Vecka
SVT TOT H MTG TOT H TV4 TOT H SBS TV TOT H TOT H 8 SVT
Starts SVT Starts 18 000 000
16 000 000
14 000 000
12 000 000
10 000 000
8 000 000
6 000 000
4 000 000
2 000 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011
SVT’s web TV initially shows a declining trend in started streams from relatively high levels. The summer period registered lower levels compared to previous year, with the exception of the duration of the Olympic Games, resultingof the year. in high levels of streams started during weeks 31 and 32. During week 50 both, “Julkalendern” and “Musikhjälpen” achieved the highest figures
In all 384 278 559 streams were started on SVT during the course of the year. That is an average of 7 389 972 a week.
9 SVT
H SVT Time spent 5 000 000 4 500 000 4 000 000 3 500 000 3 000 000 2 500 000 2 000 000 1 500 000 1 000 000 500 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011
The graph for hours spent does not fluctuate like the graph for streams started. The previous year’s figures show higher levels from June to October, with the exception of during week 31. There is a dramatic increase in the 50th week, with “Musikhjälpen” making a large contribution. Out of a total 4 876 802 hours spent during week 50, 2 900 000 of those hours can be attributed to “Musikhjälpen”. A total of 42 155 954 hours were spent viewing SVT Play during the year, giving an average consumption of 810 691 hours a week.
10 MTG TV
Starts MTG TV Starts 2 000 000 1 800 000 1 600 000 1 400 000 1 200 000 1 000 000 800 000 600 000 400 000 200 000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011
MTG TV registered its highest figures during week 41 with 1 796 056 started streams. The programme with made the biggest contribution were “Svenska Hollywoodfruar” and “Ensam mamma söker”. The lowest entries were measured during the summer months of June to August. In comparison to the previous years, the figures for 2012 wereIn total, higher week by week for the majority of the year. streams started per week. 46 883 241 streams were started from MTG TV during the year giving an average of 901 600 Between weeks 42 and 48 the measurement code for MTG TV was revised due to overall complications in the user experience, meaning that measurement data from this period is incomplete.
11 MTG TV
H MTG TV Time spent 700 000
600 000
500 000
400 000
300 000
200 000
100 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec
2012 2011
Measurements from last year show a peak during week 15, with a total of 578from 936 the spentpeak inhours. week The 15, programmesthe trends for generating hours spent the and most streams hours startedspent under that period were “Top Model Sverige” and “Wermland forever”. Aside
remainIn total similar throughout the year. hours per week. 16 418 288 hours were spent viewing MTG TV during the year, with consumption averaging 315 736 Between weeks 42 and 48 the measurement code for MTG TV was revised due to overall complications in the user experience, meaning that measurement data from this period is incomplete.
12 TV4
Starts TV4 Starts 9 000 000
8 000 000
7 000 000
6 000 000
5 000 000
4 000 000
3 000 000
2 000 000
1 000 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011
TV4 had the highest numbers of streams started during the spring months and also during larger periods in the autumn. The positive trend between weeks 6 and 8 can largely be contributed to “Big Brother”. The trend for started streams on TV4 is very similar to last year, with the exception of a peak in September 2011, largely attributed to the screening of the popular music reality show “Idol”. In total, 147 839 900 streams were started from TV4 during the year, averaging out at 2 843 075 per week.
13 TV4
H TV4 Time spent 1 200 000
1 000 000
800 000
600 000
400 000
200 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011
Forto the TV4 previous the trend year. of hours spent, follows the trend for streams started during the year. From October and onwards consumption is clearly higher compared
In total, 24 282 494 hours were spent viewing, giving average consumption of 466 971 hours per week.
14 SBS TV
Starts SBS TV Starts 1 600 000
1 400 000
1 200 000
1 000 000
800 000
600 000
400 000
200 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011
SBS TV had the highest number of weekly streams started between week 16 and 20, with programmes such as “Fråga Olle-dokumentären”, “En starkthe summer resa” and and “Arga around snickaren” the Christmas recording and the New highest Year period. figures. As with the other commercial operators, the lowest levels were recorded during
In total, 32 240 781 streams were started from SBS TV during the year, giving an average of 600 784 streams started per week.
15 SBS TV
H SBS TV Time spent 350 000
300 000
250 000
200 000
150 000
100 000
50 000
0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 52 Jan Feb Mars Apr Maj Jun Jul Aug Sep Okt Nov Dec 2012 2011
For the most part, figures for the hours spent viewing match those for started streams during the year. The large levels during May show an average consumption of more than 300 000 hours per week. Compared to 2011, the summer of 2012 had a slightly higher consumption, whilst the consumption for the rest of the year is slightly lower than in 2011. In total, 8 925 563 hours were spent viewing, which gives an average of 171 645 hours spent viewing per week.
16 DagsfördelningDay distribution - startade - Starts strömmar, and spenderad Time spenttid | 2012 StartsStartade strömmar TimmarH 2 000 000 300 000
1 800 000 250 000 1 600 000
1 400 000 200 000 1 200 000
1 000 000 150 000
800 000 100 000 600 000
400 000 50 000 200 000
0 0 MonMåndag TisdagTue OnsdagWed Torsdag Thu Fredag Fri LördagSat Söndag Sun
StartsStartade strömmar SpenderadTime spent tid
The daily distribution shows the average consumption for each day of the weekspent throughoutin hours. the year. Note that the diagram is dual-axis, with the left axis representing streams started and the right axis representing time
The figures reveal that the visitors start the most streams and spend the most time viewing on Sundays. On average, 1 800 000 streams were started and 242 000 hours of web TV were consumed every Sunday. Saturday iswhole, the second the differences most popular between day withthe days regards of the to week starting are streams, relatively while small. Thursday boasts the second most amount of time spent viewing. On the
17 StartsStarter DagsfördelningenDay distribution - Startade - Starts strömmar 1 400 000
1 200 000
1 000 000
800 000
600 000
400 000
200 000
0 MonMåndag TisdagTue OnsdagWed Torsdag Thu Fredag Fri LördagSat SunSöndag SVT MTG TV TV4 SBS TV
HTimmar DagsfördelningenDay distribution - Spenderad - Time spent tid 160 000 140 000 120 000 100 000 80 000 60 000 40 000 20 000 0 MåndagMon Tisdag Tue Onsdag Wed Torsdag Thu Fredag Fri LördagSat SunSöndag
SVT MTG TV TV4 SBS TV
The daily distribution is variable depending on the operator. SVT has the highest levels of streams started during both Saturdays and Sundays. The time spent viewing on Saturdays is relatively lower compared to Fridays. That means that the daily distribution of started streams and the time spent viewing for SVT shows an inverse trend for Fridays and Saturdays, which is unique for SVT. For MTG TV, most streams were started and the most hours spent viewing on Wednesdays. Consumption averaged 175 000 streams started and 62 000 hours spent viewing. The lowest consumption occurred during Fridays and Saturdays. Fridays and Saturdays were also the lowest recorded days for TV4 and SBS TV. TV4 had its highest levels on Sundays with an average of 468 000 started streams and 73 700 hours spent viewing. For SBS TV, Mondays recorded the highest consumption throughout the year, 18with an average of 95 600 streams started and 27 300 hours spent viewing. Title Level
- surement of the web audience in addition to the data from streams started. The second part of this report will cover the “title level” and will also become the central mea
The web audience indicates the size of the average audience. The measurement is time based and it is calculated by dividing the total time (As generated by a title during a specific period), with the title’s length.
For example: “Julkalendern”, episode 1 Total time spent: 50 minutes Length of the programme: 10 minutes SinceWeb audience we do not = have50/5 a= panel 5 to measure web TV consumption, we cannot in the current situ- ation make statements about ratings on the web. Theoretically, the same person can watch “Julkalendern” five times and contribute 50 minutes to the total consumption, while similarly 10 people can watch half the programme (5 minutes) and also contribute 50 minutes to the total consumption. Therefore web audience has no definitive reach measurement without an indication of the average audience size. This measurement system has a number of advantages in comparison to the currently available measurement techniques when it comes to measuring programmes and clips.
1. Comparability between different programmes: Since the web audience takes into account the- time of consumption, programmes with different lengths are comparable. 2. Using the same calculation method as for traditional TV ratings: When talking about TV rat ings, the calculation method is the same as for the web audience, with both measurements - relating to the average viewing figures throughout the programme. The difference is that for the calculation of TV ratings, MMS have a panel that records TV viewing statistics and therefore cer tainly have grounds to express an opinion on actual consumption and use the word “viewers”.
19 TOP 50 PROGRAMMES (1-25)
This table below shows the top 50 programmes (Programmes = at least 10 minutes), screened during 2012, sorted by the number of streams started. The titles are consolidated regardless of publication date, which means that all titles have accumulated viewers during the publishing day and the following 7 day period. This table shows the title’s location, publishing week, sender, title name, episode, streams started, web audience and TV ratings. The TV rating is based on a specific broadcast time even if the programme has been sent on several occasions and across multiple TV channels.
Web Week Site Title Ep. Starts TV-ratings Audience 1 50 SVT Musikhjälpen 7 729 396 37 203 66 824 2 52 SVT Julkalendern: Mysteriet på Greveholm 24 722 172 467 632 143 442 3 50 SVT Julkalendern: Mysteriet på Greveholm 15 650 725 339 868 411 728 4 50 SVT Julkalendern: Mysteriet på Greveholm 16 573 642 369 387 428 065 5 51 SVT Julkalendern: Mysteriet på Greveholm 22 566 497 393 111 418 504 6 50 SVT Musikhjälpen 4 566 164 35 297 33 454 7 51 SVT Julkalendern: Mysteriet på Greveholm 21 556 065 392 640 191 896 8 51 SVT Julkalendern: Mysteriet på Greveholm 23 543 406 383 567 322 288 9 50 SVT Musikhjälpen 6 543 069 29 178 106 055 10 51 SVT Julkalendern: Mysteriet på Greveholm 18 539 072 353 505 349 341 11 51 SVT Julkalendern: Mysteriet på Greveholm 17 528 442 346 433 224 301 12 51 SVT Julkalendern: Mysteriet på Greveholm 19 519 679 367 538 324 457 13 51 SVT Julkalendern: Mysteriet på Greveholm 20 506 071 362 431 289 353 14 50 SVT Musikhjälpen 5 496 293 26 055 38 686 15 50 SVT Julkalendern: Mysteriet på Greveholm 14 487 282 300 009 271 049 16 50 SVT Julkalendern: Mysteriet på Greveholm 13 470 405 294 520 271 281 17 49 SVT Julkalendern: Mysteriet på Greveholm 5 422 564 226 963 258 547 18 49 SVT Julkalendern: Mysteriet på Greveholm 8 419 862 256 200 345 247 19 48 SVT Julkalendern: Mysteriet på Greveholm 2 414 426 236 284 484 399 20 48 SVT Julkalendern: Mysteriet på Greveholm 1 413 966 234 829 596 266 21 50 SVT Julkalendern: Mysteriet på Greveholm 12 413 936 255 780 306 615 22 50 SVT Julkalendern: Mysteriet på Greveholm 11 389 735 246 883 458 613 23 49 SVT Julkalendern: Mysteriet på Greveholm 6 387 393 234 899 279 428 24 49 SVT Julkalendern: Mysteriet på Greveholm 3 382 808 236 077 298 768 25 49 SVT Julkalendern: Mysteriet på Greveholm 4 377 806 235 035 281 938
20 TOP 50 PROGRAMMES (26-50)
Web Week Site Title Ep. Starts TV-ratings Audience 26 49 SVT Julkalendern: Mysteriet på Greveholm 9 375 602 240 691 510 375 27 49 SVT Julkalendern: Mysteriet på Greveholm 7 373 480 234 628 275 436 28 50 SVT Julkalendern: Mysteriet på Greveholm 10 372 357 236 397 284 976 29 50 SVT Musikhjälpen 2 369 487 22 544 53 766 30 50 SVT Musikhjälpen 3 366 390 20 173 29 825 31 50 SVT Skidor: Världscupen Canmore 3 347 131 25 040 51 525 32 42 MTG TV Svenska Hollywoodfruar 9 329 266 77 156 581 181 33 38 MTG TV Svenska Hollywoodfruar 5 305 396 125 814 716 477 34 50 SVT Skidor: Världscupen Canmore 2 286 002 22 219 61 586 35 40 TV4 Solsidan del 1 1 282 898 204 449 2 100 813 36 41 MTG TV Svenska Hollywoodfruar 8 280 808 106 005 759 263 37 41 TV4 Solsidan del 2 2 270 802 197 957 1 990 906 38 45 TV4 Solsidan del 6 6 262 164 194 386 1 846 774 39 43 TV4 Solsidan del 4 4 255 756 185 276 2 067 726 40 44 TV4 Så mycket bättre del 2 2 255 606 131 670 1 600 869 41 46 TV4 Solsidan del 7 7 250 670 188 356 2 000 333 42 40 MTG TV Svenska Hollywoodfruar 7 247 778 112 801 711 871 43 49 TV4 Solsidan del 10 10 242 780 179 940 1 893 431 44 44 TV4 Solsidan del 5 5 238 426 174 699 1 904 473 45 42 TV4 Solsidan del 3 3 237 240 163 467 2 030 385 46 48 TV4 Solsidan del 9 9 236 468 174 886 1 905 966 47 47 TV4 Solsidan del 8 8 236 165 174 049 2 035 655 48 43 TV4 Så mycket bättre del 1 1 230 341 118 550 1 782 437 49 15 SVT 30 grader i februari 10 229 286 38 704 1 283 383
21 TOP 50 OTHER FORMATS (1-25)
The table below shows the top 50 titles in the category “other formats”, which includes programmes shorter than 10 minutes, clips and extra material. All the titles in the chart have been published during the current period. The titles are consolidated regardless of publication date, which means that all titles have accumulated viewing figures during the day of publication and the seven days following it. The ta- ble shows the title’s location, week of publication, sender, title name, started streams and web audience. Please note that for there are no measurements for “other formats” from SVT. Data for the consumption of clips and extra material from SVT is included in the total figures.
Web Week Site Title Starts Audience 1 46 TV4 Landslaget: Zlatans alla fyra fantastiska fullträffar 240 509 174 241 2 37 MTG TV Efterlyst - Efterlyst S45E03 - Rån i t-banan 217 760 164 935 3 46 TV4 Landslaget: Zlatans makalösa cykelspark 183 243 140 004 4 22 TV4 Jennifer lämnar festen med en smäll 147 132 110 023 5 22 TV4 Här träffar Annica Englund sin bror 121 206 97 371 6 12 TV4 Sipan har fått lämna Big Brother 120 823 91 598 7 18 TV4 Öppen nominering 109 079 27 716 8 6 TV4 Webbisod 1: Viking på överlevnadskurs 101 327 59 820 9 52 TV4 Så mycket bättre - återträffen 88 890 53 974 10 14 TV4 Marcelo och Annicas morgongupp i sängen 83 818 55 777 11 8 MTG TV AdamLive - AdamLive - Supebloggerskan Kenza 83 503 59 690 12 44 TV4 Magnus Uggla - Jag och min far 80 661 63 499 13 8 TV4 Joe och Hannah störs under mysig stund 80 628 60 425 14 16 SBS TV Arga snickaren 80 355 60 324 15 38 TV4 Adam Kanyama slår knockout på juryn 78 319 55 097 16 18 TV4 Marcelo Peña hånglar med Jennifer Andreasson 78 280 60 365 17 46 TV4 Darin - Astrologen 76 900 62 523 18 4 SBS TV Wipeout: Världsmästaren i Counter Strike 76 659 78 249 19 20 TV4 Här går Marcelo Peñas systrar in under "freeze" 69 361 55 297 20 22 TV4 Jag har fått reda på allt 67 435 55 325 21 12 TV4 Sipan och Amandus i storbråk 67 345 53 694 22 8 TV4 Hannahs dans i protest 66 493 50 919 23 20 TV4 Amandus Allstadius får besök av sin bror under freeze 65 179 52 163 24 11 TV4 Under täcket med Rodney da Silva och Kija Habibzadeh 64 413 49 016
22 TOP 50 OTHER FORMATS (26-50)
Web Week Site Title Starts Audience 26 5 SBS TV Wipeout: Paow: "Jag fixar brösten om jag vinner" 63 790 62 416 27 4 SBS TV Sofias änglar: Så gick det sen för Annakarin och Johan 63 362 53 006 Arga snickaren: Uppföljningen: Anders återbesök hos 28 14 SBS TV Tika-Mika och Leif 62 583 56 612 Serie A-mål: Zlatans nya konstverk - här sänker han 29 12 TV4 Roma 62 027 46 476 30 4 SVT Biss och kajs 61 673 24 292 31 7 TV4 Deltagarpresentation - Hannah Widerstedt 61 666 39 547 32 52 TV4 Bonde söker fru - återblickar 61 377 43 190 33 43 TV4 Miss Li - Här kommer natten 60 236 46 409 34 12 TV4 Amandus och Camilla under täcket 60 031 45 852 35 40 TV4 Malcolm Brandin rappar sin Bredängsstil 59 765 44 907 36 22 TV4 Camilla: "Jag är lite kär i dig" 58 785 46 241 37 18 TV4 Jennifer flippar ur som aldrig förr 58 599 48 871 38 22 TV4 Camillas kärleksförklaring 56 499 39 013 39 13 TV4 Det hettar till i duschen 56 427 41 378 40 39 TV4 Malcolm Brandins soloaudition på bootcamp 56 143 50 199 41 13 SBS TV Sofias änglar 55 912 49 838 42 22 TV4 Amandus får besök av sin mamma 55 575 32 175 43 5 TV4 Serie A: Här ser Zlatan rött - slår motståndare och visas ut 55 240 38 173 44 22 TV4 Marcelo tycker att det är synd när Jennifer lämnar 54 921 44 860 45 22 TV4 Annica: "Jag älskar dig ändå" 54 778 42 178 46 22 TV4 Camilla, Hanna R och Lars kommer tillbaka 54 599 40 819 47 16 TV4 Mål: Milosevic BOMBAR in 1-0 till AIK 54 431 42 694 48 20 TV4 Annica får syn på sin bästis 54 189 43 246 49 22 TV4 Amandus: "Jag är kär i dig" 53 783 42 599
23 Top 10 Programmes | 2012
Below is a list of the programmes with the most streams started for each operator in 2012. The titles are consolidated regardless of publication date, which means that all titles have accumulated viewing figures on the publication date and the 7 days following it. When a programme is part of a series, only the highest rated episode from that series is included on the list. SVT Webb Publ.day Title Ep. Starts TV-ratings Audience 2012-12-15 Musikhjälpen 7 729 396 37 203 66 824 2012-12-24 Julkalendern: Mysteriet på Greveholm 24 722 172 467 632 143 442* 2012-12-15 Skidor: Världscupen Canmore 3 347 131 25 040 51 525 2012-04-09 30 grader i februari 10 229 286 38 704 1 283 383 2012-10-22 Torka aldrig tårar utan handskar 3 211 559 55 093 1 374 791 2012-12-10 Nobelstudion 1 194 823 58 944 470 483 2012-12-13 Lucia 1 183 121 34 440 604 851 2012-11-06 USA-valet 2012: Valvaka 1 159 422 12 162 1 097 201 2012-12-26 Fjällbackamorden 1 159 062 32 697 2 175 200 2012-01-29* The TV ratingÄkta for människor “Julkalendern” refers to a specific broadcast3 155 time 825 (07:15a.m 25 on 158 SVTB) 254 384
With 729 396 started streams and an online audience of 37 203, the seventh episode of “Musikhjälpen” became the year’s most started programme, which is currently the highest number recorded since the MMS Web TV measurements were initiated. (Further analysis of “Musikhjälpen” on p. 26). 2012’s “Julkalendern” generated 722 172 started streams and an all-time high web audience of 467 632. Half of the titles on the SVT top 10 chart for 2012 were live broadcasts and with the vast majority of consumption being recorded during the time of airing.
24 MTG Webb Publ.day Title Ep. Starts TV-ratings Audience 2012-10-16 Svenska Hollywoodfruar 9 314 191 76 510 581 181 2012-02-14 Top Model Sverige 3 198 028 133 852 358 160 2012-01-16 Mammor & Minimodeller 1 137 023 88 190 173 491 2012-10-09 69 saker du vill veta om sex 2 105 008 39 447 306 590 2012-10-08 Project Runway Sverige 2 96 237 41 389 228 279 2012-04-02 Zlatan Exklusivt 1 89 985 52 344 392 957 2012-03-05 Karatefylla 3 88 349 66 331 142 631 2012-04-10 Wermland forever 1 88 047 52 204 113 269 2012-03-06 Den sista dokusåpan 1 84 952 58 743 167 011
Last year the ninth episode of “Svenska Hollywoodfruar” had the most streams started, topping MTG TV’s chart. The episode generated 314 191 started streams and attracted a web audience of 76 510. In second place the third episode of “Top Model Sverige” had 198 028 started streams and a web audience of 133 852.
TV4 Webb Publ.day Title Ep. Starts TV-ratings Audience 2012-10-07 Solsidan 1 282 898 204 449 2 100 813 2012-11-03 Så mycket bättre 2 255 606 131 670 1 600 869 2012-02-24 Big brother 6 208 972 102 036 144 411 2012-02-12 Kontoret 1 196 894 113 382 1 549 139 2012-11-28 Bonde söker fru 11 114 529 65 455 1 512 361 2012-10-17 Kalla fakta 1 100 761 69 125 910 585 2012-09-10 X Factor 2 99 401 47 733 40 299 2012-01-18 Sveriges mästerkock del 5 5 95 864 41 970 1 016 065 2012-12-17 Morden i Sandhamn del 1 1 85 942 46 411 1 662 512
The season premiere of “Solsidan” came top of the TV4 chart, becoming number one with 282 898 started streams and a web audience of 204 449. “Så mycket bättre”streams came each. in second place with 255 606 started streams and a web audience of 131 670, followed by “Big Brother” and “Kontoret” with around 200 000 started
25 SBS Webb Publ.day Title Ep. Starts TV-ratings Audience 2012-04-19 Fråga Olle-dokumentären 3 185 623 134 824 340 756 2012-04-16 En stark resa 3 161 581 48 088 400 454 2012-05-15 Outsiders 1 143 912 66 198 268 619 2012-05-16 Arga snickaren 7 127 158 33 035 363 294 2012-05-08 Svenska miljonärer 6 88 307 23 038 273 629 2012-09-16 Partaj 1 86 376 53 529 337 749 2012-04-17 Betnér Direkt 3 80 763 27 008 183 967 2012-05-28 Sofias änglar - så gick det sen 11 64 485 13 644 441 812 2012-02-20 Får vi följa med? 3 60 643 41 542 251 948 2012-09-03 Breaking News med Filip & Fredrik 1 58 606 27 052 158 543
“Fråga Olle-dokumentären” was the programme that generated the most started streams for SBS TV. The third episode generated 185 623 started streams and a web audience of 134 824. “En stark resa” came in second place with 161 581 started streams and a web audience of 48 088.
26 Musikhjälpen 2012
“Musikhjälpen” is the Swedish version of ”Serious Request” and took place during week 50 and was broadcast continuously on the radio and Web TV, whilst still receiving significant air time on traditional TV. The seventh and final episode of the programme generated 729 396 started streams and 631 213 hours spent, giving an average consumption of more than one hour per started stream. During week 50, “Musikhjälpen” generated 2 915 089 hours spent on SVT play.
Musikhjälpen | 2012 Starts and Time spent 800 000
700 000
600 000
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0 2012-12-10 2012-12-11 2012-12-12 2012-12-13 2012-12-14 2012-12-15
Starts Time Spent
27 MMS measures and analyses the consumption of moving pictures…
- Since 1993 MMS has conducted statistical measurement of TV viewing figures in Sweden. Since 2011 MMS have also been conducting measurements of Web TV in cooperation with other lead ing companies involved in the industry. MMS monitors trends and develops new methods for measuring moving pictures on all technical platforms. Our customers are mainly TV channels, media agencies and advertisers. - vide the industry with a stable currency. MMS, as an independent party, has the ambition to The Web TV media market is expanding year by year, making it increasingly important to pro
measure the consumption of moving pictures on the web. MMS aims to collect all available data Whatand stand and howas a guarantordo we measure? of quality, providing accurate refined viewing data.
Historically most operators have measured data such as number of visits and started streams on their web sites, traditionally using different companies to provide measurement data from different viewing mediums. MMS uses a method built on the fact that the same measuring time,provider which is used is more for allsimilar participating to the established operators, measurement while measuring of traditional precisely TV.how long a visitor watches each programme/clip. In doing so we can obtain statistical data for consumption over
Currently we perform measurements for the four major Web TV services, namely SVT, MTG TV, TV4 and SBS TV. Measurement covers all platforms that play media from a web browser. MMS Currencyare not measuring the consumption of media on smart phone applications, tablets or smart TV. - - All of the participating operators are measured in the same way with MMS standing as an in dependent measuring company, guaranteeing both quality and compliance with industry stan dards. With transparent public figures, MMS gives full comparability in detail. Together with a reference group from the participating operators, MMS have formulated a set of principles and Measurementmeasuring rules to ensure that Web TV figures will always be stringent and unambiguous.
Our main measurement focus is started programmes (also called started streams) and clips, with precision measurement of viewing time. When a programme or clip is started by a visitor on the web site, a specific signal comprised of different parameters is sent to the system of web statistics for the media player. Through the measurement of time, MMS can calculate the title’s average audience size (Web Audience) by taking the total time viewed- ence.and dividing it by the length of the title. This web measurement is comparable with its TV measurement counterpart, average audi
28 - The official measurement for Web TV is calculated with 8 Days consolidated traffic, i.e. viewing figures for a title on the publication day and the following 7 days. This means that the measure ment is calculated using the same consolidation period for the TV and that the programmes and clips are comparable with each other over time. Please note that the measurement of web TV is based on the same logic as traditional TV, i.e. if a “person” watches a programme several times (through so-called time shift viewing), the viewing is included in the measure. site.Process Measurement for measuring code is implemented on all the different web players used by the operator. The measuring system is based on a measurement code that is implemented at each respective - The technique used is comScores Stream Sense ™. The measuring is web based and does not - require either additional installation of browser plug-ins or special players to perform the mea thesurement. title was The played measuring for. Data company’s is stored insystem so-called measures event alllevels, activity where from each users event including is an activity start ing, stopping, pausing, flushing, etc. A calculation is then carried out to find out exactly how long from the user (start, pause, stop, etc.). Event data is collected and stored on the participating onsite’s its database.site, information The data about is then the aggregated title is sent into to MMS. a more The manageable meta data containslevel of detail information and sent about to MMS via the measuring company. When the operator uploads a new title (programme or clip) the title’s name, length, when it was broadcast on TV and other information that MMS uses for quality control. areIt is presentedimportant side to match by side, the but actual we shouldweb TV observe programme that theagainst measurement corresponding methods programmes differ. MMS on traditional TV and thus to a certain extent complement the TV figures. These viewing figures has comprehensive measurement data for all television programmes, and therefore has built a matching model to use with web TV and ease the comparison process. This is an automated Qualityprocess, Controls which requires some manual tweaking.
-MMS Visual performs control qualityof titles controls on all reported material. The following quality controls are for the most part in use today with various aspects under implementation:
- Matching against TV - Categorization - Matching clips to the main programme publishing date - Overall secure levels in order to detect unusual fluctuations - Automatic flagging of unrealistic parameter deviations - Separate monitoring system
- The measurement system is a collaboration between MMS, participating sites, and comScore. All of whom have a responsibility to uphold a high standard of quality.
HotTop Web MMS publish television viewing figures on mms.se, and on the free tool HotTop TV. HotTop TV is now also available as an app for both iOS and Android). 29 Webb and is available for everyone online at hottopweb.mms.se For Web TV, there is a free online tool for showing viewing figures. This is called HotTop Material from this report may be published, provided that MMS is clearly stated as the source