On Tuesday it's that time again. The semester figures for TV reach are published. For some it's a happy event, for others it's not. Mediapulse has placed 1840 "boxes" in households and the market researchers evaluate the data measured by these devices, extrapolate and communicate the figures. The results of these evaluations primarily determine the stations' future advertising revenues and are also used for program planning. So far - so good.
Now you might ask yourself why, with over eight million inhabitants, only 1840 "boxes" can provide a statistically relevant reach. Each of the devices represents around 4350 inhabitants. In addition, the thailand rcs data devices are not particularly smart. Time-shifted television viewing (catch-up TV) is not recorded, the devices are connected to a TV set in the household, only measure what is not watched time-shifted, and do not measure TV usage on other devices in the household. TV streaming is a foreign concept, and young target groups in particular are still underrepresented, as they watch TV on a variety of devices and make up the highest proportion of catch-up TV users.
So you could expect a lot of criticism from the organizers and that Mediapulse's reach meters are under constant fire for their limited data collection. This is due to the fact that Switzerland is one of the countries with the highest IPTV penetration and therefore a perfect data basis. Thanks to Swisscom TV.