Introduction:
Ebb & flow report analyzes audience flow based on daypart, programs or time interval in a format that visually highlights the gains, losses, net audience, and channel migration. Users have the option to analyze one network’s audience against a selected media or the entire TAM ratings landscape, and the ability to build reports with multiple markets and target demographics.
Principal main beneficiaries are associated with ‘profits’ and principal beneficiaries are associated with ‘losses’. Channel x Loss x Main gainers due to viewers, for example, turning off the TV or switching to channel Y – watching a channel that is on. On the right you can see the loss when x lost the audience to the other channel on the left and what the other channel gained (from the loss on the right). If you look at the earnings on the right, you can see how much the second channel beat the first.
The eTAM Ebb and Flow report is designed to display the flow in and out of viewers by program, day part, or time interval.
- To open a new Ebb & Flow report, click on New > eTAM > eTAM Ebb & Flow:
- To read and interpret results correctly, the Ebb and Flow report should be formatted with time intervals (i.e. Hour, Minute, Day Part) on your rows, and Media and Data Types across your columns.
In the below example, MBC 1 had a Rating Absolute of 14 at 09:45:00. In the next 15 minutes, there was a Rating Absolute of 10, 3 viewers were gained but 7 viewers were lost, resulting in a net gain of -4 viewers.
The Main Contributor and Main Beneficiary data types can be included to display where you have gained and lost viewers from and to respectively. On MBC 1 at 10:00:00, the majority of gained (migrated) viewers were switching over from Mazzika and most lost viewers were switching over to Dubai One TV.
By default, the first media item is the ‘master’ and results will be based on this for subsequent media selected. In the below example, MBC 1 is the master media and other stations will be measured based only on MBC 1 i.e., at 16:00:00, Saudi TV 1 gained 3 new viewers from MBC 1 but lost 1 viewer to MBC 1. The Main Contributor and Main Beneficiary is not applicable to any media other than the master media.
Ebb and Flow selected data types
Ebb and Flow data are selected from the data types button then a button on the left side bar will appear called Ebb and Flow, you will find all six data types gain, loss, net, main contributor, and main beneficiary. Select all to be able to create a fill ebb and flow report.
