Fokus pada Pengukuran Pemirsa Televisi di Multi-Platform Menggunakan Teknologi Berbasis Seluler untuk Memenuhi Perilaku Menonton yang Terus Berkembang
Contacts CIMM: Erik Milster – 212.446.1866 – emilster@sloanepr.com Nielsen: Flavie Lemarchand-Wood – 646-654-4436 – flavie.lemarchand-wood@nielsen.com
NEW YORKโSeptember 28, 2012โ Nielsen (NYSE: NLSN), a leading global provider of information and insights into what consumers buy and watch, and the Coalition for Innovative Media Measurement (CIMM), today announced the formation of an Innovation Committee designed to collaborate on Nielsenโs mobile Television Audience Measurement initiative (mTAM). Nielsen and CIMM will further develop and test different approaches to television audience measurement using both passive and active applications on mobile phones, tablets, and through an online website, mirroring how individuals use technology throughout the day. This initiative will transform self-reported viewing by taking full advantage of technology consumers use day-to-day as well as improve measurement among younger adults. The initial focus will be on local media markets.
Nielsen saat ini sedang menguji coba aplikasi ponsel pintar/tablet untuk merekam informasi menonton televisi. Versi situs web online yang lebih tradisional yang mencerminkan aplikasi juga tersedia. Berbagai jalur akses ini mencerminkan perubahan cara pemirsa berinteraksi dengan teknologi dan menciptakan peluang yang lebih besar untuk menjangkau pemirsa di tempat mereka mengonsumsi konten.
"Pendekatan multi-titik akses memungkinkan orang untuk memasukkan informasi sepanjang hari pada jenis perangkat apa pun yang mereka pilih atau yang ada di tangan mereka saat itu," kata Michael Link, Kepala Metodolog Nielsen, yang mengawasi bidang penelitian ini. "Dengan cara ini, kami meningkatkan jumlah orang yang dapat berpartisipasi dan berharap dapat meningkatkan kepatuhan untuk memastikan bahwa kami menangkap semua tontonan mereka."
"CIMM sangat senang dapat berkolaborasi dengan inisiatif mTAM dari Nielsen untuk menguji coba smartphone dan tablet sebagai perangkat pengumpul data pasif dan aktif, dengan tujuan untuk terus meningkatkan pengukuran menonton TV di pasar lokal," ujar Jane Clarke, Managing Director CIMM.
CIMM dan Nielsen pada awalnya akan fokus pada uji bukti konsep (POC) tahap awal untuk menilai kegunaan solusi multi-platform. Mereka akan berkolaborasi lebih lanjut tentang arah masa depan inisiatif mTAM serta POC relevan lainnya yang sedang dilakukan, dan CIMM akan memberikan masukan berharga tentang arah masa depan mTAM, memastikan bahwa layanan pengukuran Nielsen memberikan hasil yang kuat dan memenuhi kebutuhan yang terus berkembang di pasar televisi.
Audrey Steele, SVP Sales Research & Marketing at Fox Broadcasting Company, a CIMM Member company, said, โAccurately measuring and monetizing audiences is increasingly critical as viewer behavior becomes more complex and fragmented. This is of particular concern in the local markets, where relatively small sample sizes can yield inconsistent results. CIMM and Nielsenโs push to lever the power of mobile technology to enable more representative audience measurement is a welcome step in the right direction.โ
Tentang CIMM
The Coalition for Innovative Media Measurement (CIMM) was founded by leading television content providers, media agencies, and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMMโs mission is to explore and identify new methodologies and approaches to audience measurement through conducting pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through return path data, and new methods for cross- platform media measurement. www.cimm-us.org
Current members are: A+E Networks, Belo, CBS Corporation, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group Mediabrands, LEGO Systems, Inc., Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, Univision Communications, Viacom, and The Walt Disney Company.
Tentang 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.
