14% of ‘Operación Triunfo’ viewers are “pure digital”

A pioneering study in Spain, presented at AEDEMO TV 2019, allows us to know the total audience of 'Operación Triunfo' on TVE and digital platforms.

After the success of the last edition of Operation Triumph and with the collaboration of RTVE y YouTube, Kantar Media y The Cocktail Analysis have carried out two pioneering studies and ad-hoc that allow know the total audience reach of the program through consumption carried out both on television and on online platforms.

For the first time in Spain, Total Video data is generated that incorporates linear television consumption (La1) with digital platforms such as RTVE.es and YouTube using data recorded by Kantar and Comscore.

In addition, The Cocktail Analysis has carried out an additional study in collaboration with Netquest and Fluzo with a representative sample of the Spanish active population made up of 1,800 viewers between 16 and 65 years old who have installed audiometers on their mobile phones. Thanks to this, it has not only been possible to measure audiences, but also launched surveys in real time to investigate the context and motivations of content consumption by users and viewers.

Understanding the show

This detailed methodology allows us to know qualitatively and quantitatively how viewers have enjoyed the program and what the different stages that occurred throughout the last edition of Operación Triunfo have meant for the audience. This includes identifying the moments that trigger greater consumption at galas and at the Academy. From this analysis it is concluded that these moments of high consumption were motivated by musical content and also elements of “reality”.

These have been some of the most relevant milestones of OT 2018:

• The controversy over the song 'Quédate en Madrid' by Mecano was a very notable off-line consumption milestone, since on-demand consumption achieved audience levels similar to those of the gala, which was also maintained during the following four days, multiplying the on-demand audience by 1.2 compared to the previous week.
• One of the most commented moments of the last edition of OT was the reinstatement of Javier Calvo and Javier Ambrossi to replace Itziar Castro. 'Los Javis' were a true phenomenon in 'Operación Triunfo 2017' and their return was noted in the audience of the 2018 edition, since the 'share' of the program experienced a growth of up to 3 points in a sustained manner during its first days at the academy.
• No less relevant was the moment when Pablo Amores, María's boyfriend (Villar, one of the participants in the 2018 edition), made his appearance at a gala. In addition to generating a peak in the consumption of this content, increasing up to 2 points compared to the previous gala, it has turned out to be a great moment of the program, as stated by 79% of those surveyed when answering the question of 'What was the moment you liked the most at the gala?'

The study has allowed us to observe how these milestones directly impact the volume of on-demand consumption that is generated after they occur.

The methodology used in the study allows us to know which songs the panelists have listened to both before the broadcast of OT and after, and to compare the impact that the program has on music consumption.

The analysis shows how OT acts as a trigger for the consumption of songs, carrying out a task of discovery/rediscovery where the viewer listens to the songs again (both the original and the one performed in OT) after their appearance on the show.

Some notable examples of this effect are the song Llorona that multiplied its listeners x4 after its appearance on Operation Triumph or the song Toxic which multiplied its listeners x3 after its appearance in digital consumption.

Digital content allows viewers to stay up to date and be able to enjoy the content that is most relevant to them again. In this way they monitor the show “a la carte”.

The average session times ranged from 6.5 minutes on YouTube to 45 minutes on average for the Wednesday gala. OT's live channel on YouTube had an average session duration of 32 minutes, values ​​close to those of a TV program, and on RTVE.es the average was 12 minutes.

The structure of digital content offered by the show throughout the week expands the possibilities of watching OT, generates an exclusive digital audience and makes it possible for viewers to even connect or reconnect with the television galas.

The analysis has allowed us to observe how each user organizes their consumption of digital content depending on the time of the week (and their own relationship and proximity to the program). In this way, different consumption patterns have been identified during the more than 3 months of emission (and continuous measurement).

TV gala viewers continue their OT experience throughout the week in a structured way. 43% revisit content from the gala the day after its broadcast, with the summaries available on RTVE.es being one of the most consulted contents. Another data reflects that on Fridays content related to the academy is consumed on video on demand (72%); Saturday is the day when they most access live content (22% bus pass/19% OT24H), while on Sunday 21% watch the gala again (this time on a delayed basis). Tuesdays serve as a warm-up for the new gala and 38% access OT24H.

Identifying fans

The analysis of consumption allows us to define four types of profiles among the viewers of Operación Triunfo 2018:

• Pure digital: younger profile that does not consume content on TV. They watch an average of 5.5 content and spend 28 minutes weekly OT consumption.
• Traditional: More senior profile that only accesses digital content in case they miss the gala on TV. They see an average of 3.3 weekly contents, which is equivalent to 1 hour and 10 minutes of consumption.
• Intensive multiplatform: Female and young profile with a weekly consumption of 3 hours (6.7 contents on average per week). They follow the program in all their viewing windows punctually and intensively.
• Sporadic: Profile similar to the Spanish population that watches some content related to the program: 1.7 content on average and 7 minutes of consumption.

10% of viewers Operation Triumph They are intensive consumers of the program and tend to enjoy all the content generated by the show on its different platforms.

In addition to the time of use and the number of sessions, these are the characteristics that define intensive OT fans:

• They watch the gala live and communicate via chat
• They search OT24H for reactions to the galas immediately after and during the week. That is, they monitor what happens in real time”
• They go back to watch the performances they like the most during the weekend both on YouTube and on RTVE.es.
• They “warm up” before the start of the gala by rewatching content from both the week and summaries of the previous gala.

To carry out this study, two main measurement and analysis techniques have been implemented and combined: Passive measurement: trusted panelists were asked to download Orpheus, an App with integrated technology to identify listening to content from Operation Triumph through the microphone of the mobile device (observational technique). Uninterrupted passive measurement, from the beginning of the program until after the final OT gala (from September 19 to December 26); and online surveys of individuals previously identified as consumers of OT content and expansion to panelists who declare having seen content (declarative technique).