Nielsen Local Audience Ratings Quadruple Sample Size in Metered Markets,
Double Sample Size in Diary Markets;
Build Foundation for Local CrossโPlatform Measurement
CONTACT:
Flavie Lemarchand-Wood, 646.654.4436
NEW YORK โ July 20, 2012 โ Nielsen, a leading provider of information and insights into what consumers watch and buy, today announced a comprehensive plan for upgrading its Nielsen Local Audience Ratings, the standard used by the Local Media advertising industry. Nielsenโs next generation Local Audience Ratings will meet the key needs of its clients and the industry by dramatically increasing sample sizes and stability across all local markets.
Nielsen plans to increase the sample sizes by employing a hybrid measurement methodology combining Nielsen’s existing panels, new proprietary measurement technology currently referred to as Nielsen Code Reader and complementary return path data (RPD), commonly obtained from set top box devices. Nielsen is evaluating the availability and viability of RPD data for the industry. These plans have been developed through an extensive client review process. Nielsen has presented its Local Audience Ratings plan to the Media Ratings Council (MRC) and is working closely with the MRC to meet the standards set by the industry.
“Our clients’ priorities are clear: improved ratings stability and crossโplatform measurement,” said Matt O’Grady, executive vice president and managing director of Local Media at Nielsen. “Nielsen will dramatically increase sample sizes while maintaining the critical principle of market representation. Additionally, Nielsen has developed market leading computer, tablet, and smartphone meters to capture all viewers, all consumers, all segments. This will be the foundation for crossโplatform measurement.”
Mit insgesamt zwanzig Einfรผhrungsmรคrkten wird der Plan von Nielsen die Messung in den Local People Meter (LPM)-, Set Meter- und Diary-Mรคrkten verbessern. Ab dem vierten Quartal 2012 wird die Installation von Nielsen Code Reader in den folgenden LPM-Mรคrkten beginnen: St. Louis, Dallas und Charlotte. Diesen Mรคrkten werden fรผnf Set-Meter-Mรคrkte folgen: Nashville, Greenville, Birmingham, Albuquerque und New Orleans. Nielsen wird in Kรผrze die zwรถlf Mรคrkte bekannt geben, in denen das Diary eingefรผhrt wird.
Das Nielsen-Programm wird den Sendern und lokalen Kabelsendern detailliertere und stabilere Daten sowohl fรผr die Programmgestaltung als auch fรผr den Anzeigenverkauf liefern und es Agenturen und Werbetreibenden ermรถglichen, effizienter zu arbeiten.
- Specific client benefits of Nielsen’s Local Audience Ratings include:
- Vervierfachung des effektiven Stichprobenumfangs auf den Mรคrkten fรผr lokale Personenzรคhler und feste Zรคhler und Verdopplung des effektiven Stichprobenumfangs auf den Tagebuchmรคrkten, was zu einer erheblichen Verringerung der Schwankungen bei den Einstufungen und der Null-Einstufungszeitrรคume fรผhrt;
- Beibehaltung einer reprรคsentativen und projizierbaren Wahrscheinlichkeitsstichprobe fรผr alle Mรคrkte;
- Kontinuierliche elektronische Messung in allen Mรคrkten;
- Verbesserte Messung fรผr Long-Tail-Programmquellen.
Die Nielsen Local Audience Ratings werden durch die folgenden Investitionen ermรถglicht:
- Neue proprietรคre Technologie zur Messung von Heimfernsehen, einschlieรlich eines bahnbrechenden wasserzeichenfรคhigen Erfassungsgerรคts, das derzeit als Nielsen Code Reader bezeichnet wird;
- Unique hybrid approach utilizing Nielsen’s Local People Meter and Set Meter panels and return path data from a variety of participating cable and satellite providers.
Diese Initiative legt auch den Grundstein fรผr lokale plattformรผbergreifende Online-, Tablet- und Mobil-Messungen und integrierte Medien-/Kaufanalysen sowie fรผr die Umgestaltung des Papierkalenders.
“With the local market becoming more fragmented, and the need for representative measurement still important, we fully support projectable increased sample sizes in local markets,” said Brad Adgate, senior vice president and Director of Research at HORIZON MEDIA. โNielsenโs unique new metering technology, the code reader, shows true promise and will be a more reliable form of data collection than the current state of return path data, which has certain limitations in measuring viewers.โ
“We are encouraged that Nielsen has announced its hybrid measurement improvements that hold the promise of an enhanced service,” said Jim Babb, executive vice president and chief operating officer for Bahakel Communications. โWe believe that the substantial sample size increase anticipated will be a big improvement for stabilizing ratings. The new “code reader” combined with setโtopโbox return path data are a promising strategy for increasing sample sizes. Weโre pleased that Nielsen is taking the initiative both to improve its legacy TV ratings service while also investing in timely preparation for an emerging crossโplatform media environment ahead.”
Preliminary data will become available for the twenty introductory markets in 2013, beginning with the LPM markets. All markets will have a parallel period of three to six
months to evaluate, comment, and prepare for the new ratings while using the existing service. Rollouts across the 190 remaining markets are expected to be completed within approximately two years from gaining client acceptance in the introductory markets. Nielsen will continue its extensive industry education and feedback gathering campaign, as client acceptance of these revised methodologies is critical to implementation.
รber Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
