Data pemirsa terstandardisasi pertama yang memungkinkan perbandingan dengan TV dan layar video lainnya
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NEW YORK, NY โ April 12, 2010 โ In the last four months of 2009, adults 18 years or older were exposed to 237 million video ads per month in the ten location-based video networks included in The Nielsen Company’s inaugural โFourth Screen Network Audience Report.โ
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Nielsen’s โFourth Screen Network Audience Reportโ grows out of the rapid proliferation of video networks in non-traditional spots such as movie theaters, bars and restaurants, gas stations, health clubs, and other place-based venues.ย This is the first time that any measurement company has provided a comprehensive, standardized audience reporting that allows advertisers to easily compare data from these networks with measurements from the other three screens: TV, Internet, and Mobile.
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"Untuk pertama kalinya, pembeli dan penjual iklan memiliki satu sumber untuk mengevaluasi jaringan iklan berbasis tempat digital dalam menjangkau demografi usia dan jenis kelamin utama, dan membandingkannya dengan sumber video lain seperti TV," kata Terrie Brennan, SVP Pengembangan Bisnis Baru di Nielsen. "Laporan sindikasi ini memberikan wawasan yang diperlukan untuk memahami dampak iklan di jaringan ini dengan televisi dan Internet serta kampanye lintas media lainnya."
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Laporan tersebut menemukan bahwa 54% dari 237 juta paparan bulanan untuk orang berusia 18+ ditampilkan kepada pemirsa pria, dengan 46% terpapar kepada wanita. Diperkirakan 50% dari semua paparan bulanan untuk orang dewasa ditampilkan kepada pria dan wanita dalam demografi utama 18-34 tahun.
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EKSPOSUR IKLAN VIDEO DIGITAL BULANAN BRUTO, P18+
(September-Desember 2009)
|
Jaringan |
Tempat |
Orang 18+ |
% 18-34 |
|
NCM |
Bioskop |
35,301,188 |
47% |
|
Memikat |
Lift |
31,332,148 |
55% |
|
Zoom Kebugaran |
Klub Kesehatan |
29,396,229 |
43% |
|
Screenvision |
Bioskop |
26,390,071 |
47% |
|
Zoom Sosial |
Bar/Restoran |
25,165,269 |
84% |
|
AMI |
Bar/Restoran |
22,609,400 |
53% |
|
Jaringan Hotel |
Hotel |
22,196,922 |
34% |
|
GSTV |
Pompa Bensin |
21,306,028 |
44% |
|
indoorDirect |
Restoran |
14,146,853 |
43% |
|
RMG Fitness |
Klub Kesehatan |
9,548,019 |
35% |
|
TOTAL |
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237,392,127 |
50% |
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Selain pengukuran penonton dewasa, laporan ini juga mencakup pengukuran anak-anak dan remaja di bioskop di mana demografi yang lebih muda merupakan bagian penting dari penonton. Nielsen menemukan bahwa terdapat hampir 23 juta eksposur bulanan kotor untuk penonton bioskop di bawah usia 18 tahun setiap bulannya, yang merupakan lebih dari seperempat dari total penonton di tempat ini.
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EKSPOSUR IKLAN VIDEO DIGITAL BULANAN BRUTO, P2+
(September-Desember 2009)
|
Jaringan |
Tempat |
Orang 2+ |
Persons 2-17 |
% 2-17 |
|
NCM |
Bioskop |
48,124,089 |
12,822,901 |
27% |
|
Screenvision |
Bioskop |
36,530,907 |
10,140,836 |
28% |
|
TOTAL |
ย |
84,654,996 |
22,963,737 |
27% |
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Layar Keempat vs Media Lainnya
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Nielsen’s โFourth Screen Network Audience Reportโ enables direct comparisons between digital place-based video networks and other video networks, including TV and Internet. For example, the C3 average audience for a primetime broadcast TV commercial was three million viewers age 18+ in October 2009. During that same period, video ad exposures to NCM’s and Screenvision’s movie theater networks combined for an average 61.7 million, meaning that it took about 20 primetime ads to reach the same audience as a typical month-long advertising flight on both movie theater networks.
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The first quarterly report reflects the ten digital place-based networks that were actively measured from September through December 2009.ย Future reports will expand the number of included networks, based on those that are actively measured each quarter. The report provides both average and gross minute exposures across a range of age and gender demographic compositions.
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The report was assembled using Nielsen’s integrated approach of combining traffic and transaction data with demographic and qualitative data. Traffic and transaction data were gathered through standard on-site traffic counts, third-party reported transactions, and client-supplied transaction data that were either audited against third-party data or accompanied by an Affidavit of Accuracy. Custom measurements were conducted to assemble demographic and qualitative data for all venues appearing in the report. These measurements consisted of either on-site interviews, online surveys, or telephone surveys.
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