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Dovetail data and the impact of sampling error on programme ratings

Digital.i A Fresh Perspective

In our latest industry report we explain a different and innovative way to use Dovetail data (online viewing data from tablets, PC’s and Smartphones).

It can increase consolidated ratings by up to 53%, but it can also be used to understand the impact that sampling error has on programme performance. 

Too often, producers and researchers find themselves agonising over fluctuations in episode viewing. They try to narrow down the editorial decision that draws audiences in because they see these ups and downs and want to make sense of them.

However, much of this variation could be down to standard sampling error that is always present in sample-level data. 

In this report we use a number of examples to display the concept of the sampling error in an easy understandable way, free from all jargon. Secondly, we show you how you can use your server and Dovetail data to ‘split the signal from the noise’ and have more confidence in your analysis of programme ratings. 

Find out more by reading our full industry report. Click on the link below.







We’ve worked with some great companies

  • BBC
  • ITV
  • Channel 4
  • Channel 5
  • Dave
  • Sky
  • Virgin