Connected television in Spain: a revolution waiting for a great consensus

In this Tribune, José Manuel Eleta, deputy director of Windward Communication, reflects on how 2024 could be the year of consolidation and measurement of connected television, despite the great challenges in the form of a lack of consensus that mark the Spanish industry.

The concept of television and its definition The definition is under permanent discussion in the technical committees. It is complex to define what television is, and consequently it will be difficult to define what connected television is. Despite this, the industry is taking steps forward in this regard: the AIB White Paper about connected television, which gives an idea of ​​the maturity of this concept. At Barlovento Comunicación we have wanted to define it not as something technological, but as a new way of watching television to which we can put metrics.

The term, yes, it's not new. We've been talking about television for years. connected, hybrid or advanced, but now its pillars have been internalized by media groups. There has been a process of learning and maturation that, although not complete, has been reinforced over the last two years thanks to the initiatives of the forums, the maturation of new actors such as VOD platforms and because the most traditional operators of open broadcasting have armed themselves very well with their platform versions, both free and premium.

We can say that something has changed for 2024. Until now, the world of measurement had not decided to size this new way of watching television in terms of screen share, reach, coverage or unique viewers. However, everything seems to indicate that this year there will begin to be very relevant metrics that are close to reality. Without going any further, the official meter in Spain, which is Kantar, has given us the first data from the main platforms of streaming y OTTs.

---

Connected television: Why now and not before?

A differentiating factor that has happened in recent years is that the two large private audiovisual groups in our country, which are Atresmedia and Mediaset, have studied the issue of connected television, which has allowed them to be aware of the type of consumption that occurs in this new way of watching television. They have both realized that a migration of traditional linear television of predominantly young audiences (of those under 35 or 40 years old) towards this new way of watching television. Sometimes, this audience returns to the linear broadcast to watch an open football match or some extraordinary event, which generates a permanent search for that target, forcing us to make strategies marketing and commercial actions on connected television.

The reality is that the Smart TV, la connected television and the mobile devices have made them come into play actors different with different business models who fight for one same cake.

The problem is the same as always: exactly define the perimeter of the measurement. What is television? Can I compete with my television model with a subscription operator such as Netflix or with a model such as YouTube? The reality is that Smart TV, connected television and mobile devices have brought into play different actors with different business models fighting for the same pie. Therefore, I think we are aimed at arriving at a measurement model that changes the concept of television to that of audiovisuals.

---

Building consensus around connected television

We can't talk about “share of television", but of the "share of the television” or the “share of the audiovisual." It is necessary to think that the real key is to measure the time spent consuming audiovisual content. We would enter into many disagreements about the quality of the content, the type of service, the payment method or the inclusion or not of advertising. But you have to reach some certain consensuses.

We can't talk about “share of television", but of the "share from the television” or the “share del audiovisual". It is necessary to think that the real key is to measure the time which is dedicated to consumption of the audiovisual content.

From a technological point of view, the market is very prepared. From a conceptual point of view, there is a lot of knowledge and a lot has been learned in the last five or six years. From a business point of view, all options are considered and agencies are prepared for all of this. What I am not so clear about is that we are prepared from a point of view. 'political' view, understanding this concept as the need to reach common agreements.

That is where I think concessions will have to be made, or if we are not committed to what we have been doing for years and years: a measurement by silos. Now “new meters” appear that have seen an opportunity due to this lack of consensus in the market, therefore, this lack of light in information and data. In this sense, the issue of opacity of streaming platforms. Apart from that, I think there should be a highly consensual (and certified) official measurement by the market in which all agents are comfortable.

---

How to achieve agreement between operators?

The consensus regarding connected television It's complicated, but I think it's possible.. The two measurement models are usually either a private meter, which is what we usually have here in Spain, or organized meters within the industry's own committees.

He consent regarding the connected television es complicated, but I think it is possible.

To solve this global issue, I would be more inclined towards the second option, accompanied by standardization and normalization of metrics, the official nature of the data, and its auditing and certification. This process may require a large company that can merge data collaboratively with the metrics of the operators, because if not, we can fall into conflicts such as figures that do not match, differences between census or sample data and, ultimately, possibly avoidable conflicts.

In 2024, which could be the great year of connected television, I would be satisfied if we had light on television measurement, understanding this as a broader concept in which streaming platforms finally entered and where we would have light on what the viewer and/or user is doing in front of the television. Because there is a very important fact: although the headlines that circulate are that traditional television consumption is declining dramatically, at a rate of 6% annually, The reality is that the time we spend in front of the television is stable and, in some cases, it increases. Therefore, what we really have in front of us is a problem of definition and, at the same time, therefore, measurement.

Jose Manuel Eleta

Attached to address of Windward Communication