Italy's viewer figure ratings system
has been expanded to all platforms and devices and not just TVs,
the head of the Auditel ratings measurement company, Andrea
Imperiali, told the Senate Monday.
He said the new system would be called 'Total Audience'.
It will combine the existing system of random sampling of TV
audiences with a blanket detection of figures tuning in on each
connected single device.
A Single Code for Video Spots will also be introduced to gauge
the range and impact of each individual advertisement and
commercial, said Imperiali.
Unidentified audience members, who were previously not counted,
will now be totted up too, the Audietl chief said.
Imperiali said that "today, alongside the 45 million TV sets
present in Italian homes, we must add around 75 million new
screens which are connected.
"And their use has turned from being a family one to an
individual one, as well as migrating from indoors to areas of
mobility and from linear to on-demand thanks to some 60 types of
device through which you can access audiovisual content; and
thanks to an infinity of external tools able to hook up even
obsolete television sets".
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