Menyeimbangkan kebutuhan akan inovasi dan kesinambungan dalam pengukuran audiens

Dramatic changes in TV viewing behaviors over the past decade, driven primarily by widespread connected TV (CTV)¹ adoption and increasing high-speed internet availability, have introduced an array of new data sets that are finding their way into measurement solutions. Generically referred to as big data, these data sets provide the opportunity to advance audience measurement to help both buyers and sellers better understand how TV programming—and ads—are performing. 

Skala data besar

At a high level, there are two primary sources of big data that are being used in linear television audience measurement:

• Data jalur balik (RPD) dari dekoder kabel dan satelit (STB)
• Data pengenalan konten otomatis (ACR) dari TV pintar

Dengan 70,6% rumah di Amerika Serikat yang memiliki TV pintar, naik dari 62,3% dua tahun lalu, salah satu manfaat terbesar dari big data adalah skala. Skala sangat penting dalam lanskap menonton yang terfragmentasi saat ini. Kumpulan data besar kami saat ini mencakup 45 juta rumah tangga di AS dan 75 juta perangkat dari Comcast, Dish, DirecTV, Roku, dan Vizio, yang menyaingi penyedia layanan pengukuran lainnya.

Namun, kumpulan data ini tidak seragam atau homogen, dan tidak dirancang untuk digunakan dalam pengukuran audiens. Namun, bukan berarti mereka tidak dapat digunakan untuk tujuan ini. Faktanya, data ini bisa sangat berguna-tetapi tidak dengan sendirinya. Untuk memahami data besar, diperlukan set kebenaran yang mengoreksi kesenjangan, fluktuasi, dan kerumitan lain dalam set data besar.

Ensuring measurement stability & representation

Memasangkan data besar dengan panel yang representatif sangat penting untuk memperhitungkan penayangan di semua perangkat dan audiens dengan cara yang stabil. Nielsen memiliki panel representatif yang terdiri dari 101.000 orang dari sekitar 42.000 rumah tangga yang memungkinkan kami untuk memanfaatkan kekuatan big data sekaligus memperbaiki kekurangannya. 

And the industry agrees. The World Federation of Advertisers’ (WFA) ‘North Star’ principles for cross-media measurement call for a combination of quality panel and big data. In August 2022, both the Video Advertising Bureau (VAB) and the Association of Advertisers (ANA) announced plans to build their own panels, as did Google for use in its online conversion measurement. Put differently, the industry is clamoring for approaches that both ensure representation and harness the power of big data. We believe Nielsen is uniquely positioned to provide these solutions.

Kami telah menginvestasikan satu dekade penelitian untuk mengintegrasikan kumpulan data besar ke dalam metodologi kami dengan cara-cara inovatif yang juga memastikan kesinambungan dengan pengukuran mata uang kami. Kami memasukkan data besar ke dalam pengukuran TV lokal AS pada tahun 2019 dan ke dalam pengukuran TV nasional pada tahun 2022. Ketika digunakan bersama dengan panel yang representatif, panel tingkat orang, kumpulan data besar ini dapat secara signifikan memajukan ilmu pengukuran pemirsa.

1. Measurement is about people. Big data provides no information about the people who are doing the viewing. By pairing big data with panels, we’re able to understand who is viewing, as well as household makeup.
2. Measurement must be representative. Big data provides an incomplete picture of TV viewing. For example, RPD/STB and ACR data lack streaming coverage and over the air (OTA) viewing. As of November 2023, streaming accounted for 36.1% of television viewing in the U.S. Additionally, 18.1% of U.S. TV households have at least one TV set that accesses content using a digital antenna instead of STBs or an internet connection². Big data viewing sources also may not include all devices in the home. This is particularly an issue with ACR data where the number of devices returning data is about 1.1 per home. The average U.S. TV home has about 2.5 sets. Panels are critical to cover these gaps, and any measurement solution that solely relies on big data would miss these audiences.
3. Measurement is more than just data sources. ACR data, for example, simply identifies images on a screen. If the same piece of content is airing on multiple channels at the same time, the ACR data has no way of accurately attributing viewing to one channel versus the other. Similarly, RPD and STB data are often incapable of verifying if a TV is even on. Different RPD/STB providers and original equipment manufacturers (OEMs) also have different ways of collecting and processing data. This makes ingestion, harmonization, householding, and calibration both critical and extremely complex. 

Kekurangan pengukuran pada data RPD/STB dan ACR menyoroti mengapa data ini sangat penting untuk dikalibrasi dengan panel berbasis orang yang secara akurat mewakili keragaman populasi. 

Menelusuri evolusi pengukuran

Dengan mengawinkan skala data besar dengan informasi tingkat orang dari panel meter baru yang inovatif, kami dapat memberikan perincian yang lebih baik hingga ke iklan individual. Hal ini memastikan pengiklan dapat memahami siapa dan berapa banyak orang yang melihat iklan mereka. Kami juga dapat menyediakan penargetan yang lebih canggih untuk membuka kemampuan untuk memanfaatkan kemampuan yang dapat dialamatkan secara linier, serta segmen audiens tingkat lanjut. 

There is no shortchanging the benefits Big Data+Panel will bring, but the shifts taking place in the media industry are far too significant to make wholesale methodology changes to data being used as currency on a moment’s notice. Stable transition in times of change will always be better than a very quick pivot. Times of transition also amplify the need for transparency, especially when measurement data underpins a global industry that ad research firm WARC estimates will top $1 trillion next year. 

Recognizing that the industry needs time to adapt to innovations in measurement, we made our national Big Data+Panel data stream available for transactions in parallel with our TV panel currency for the ‘23-’24 television season. For the ‘24-’25 season, we have enhanced our Big Data+Panel stream to include Comcast data (in addition to DISH, DirecTV, Roku and Vizio), and we’re committed to helping the industry navigate through this transition. Well aware that different organizations evolve and adapt at different rates, we will also provide our audited and accredited TV Panel data (average minute), as well as Big Data+Panel (at the average minute and individual commercial minute) during the coming season.  

The evolution of Pengukuran TV will only happen with industry alignment. And while many agencies and advertisers are interested in moving toward measurement of exact commercials, the overall sentiment in the industry is that it’s not yet ready to retire C3/C7 ratings. We need to balance the equally valid needs for innovation and continuity. With three data sets available, buyers and sellers will be able to evolve systems to truly operationalize the planning, selling and buying of national linear TV at an exact commercial level. 

Sumber:

¹ CTV refers to any television that is connected to the internet. The most common use of the internet connection is to stream video content
² Nielsen National TV Panel, November 2023