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.”
Dengan total dua puluh pasar perkenalan, Nielsen berencana untuk meningkatkan pengukuran di pasar Local People Meter (LPM), Set Meter, dan Diary. Mulai Q4 2012, pemasangan Nielsen Code Reader akan dimulai di pasar LPM berikut ini: Louis, Dallas, dan Charlotte. Pasar-pasar ini akan diikuti oleh lima pasar Set Meter: Nashville, Greenville, Birmingham, Albuquerque, dan New Orleans. Nielsen akan segera mengumumkan dua belas pasar perkenalan Diary.
Program Nielsen akan menyediakan data yang lebih rinci dan stabil bagi stasiun penyiaran dan kabel lokal untuk pemrograman dan penjualan iklan, serta memungkinkan agensi dan pengiklan untuk beroperasi secara lebih efisien.
- Specific client benefits of Nielsen’s Local Audience Ratings include:
- Melipatgandakan ukuran sampel efektif di pasar Local People Meter dan Set Metered dan menggandakan ukuran sampel efektif di pasar Diary yang menghasilkan pengurangan signifikan dalam variabilitas peringkat dan periode peringkat nol;
- Mempertahankan sampel probabilitas yang representatif dan dapat diproyeksikan di semua pasar;
- Pengukuran elektronik berkelanjutan di semua pasar;
- Pengukuran yang lebih baik untuk sumber program berekor panjang.
Peringkat Pemirsa Lokal Nielsen akan diaktifkan oleh investasi berikut:
- Teknologi pengukuran TV rumahan baru yang eksklusif, termasuk terobosan perangkat penangkap yang mendukung tanda air, yang saat ini disebut sebagai Nielsen Code Reader;
- 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.
Inisiatif ini juga meletakkan dasar untuk pengukuran lintas platform online, tablet dan seluler lokal serta analitik media/pembelian terintegrasi, serta transformasi buku harian kertas.
“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.
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.
