Surat untuk klien kami dari David Kenny, CEO
Saya menulis untuk memberi tahu Anda bahwa para anggota Media Rating Council (MRC) telah menanggapi permintaan kami untuk hiatus dengan pemungutan suara untuk menangguhkan akreditasi untuk layanan Peringkat TV Nasional kami, serta layanan Peringkat TV Lokal kami.
Yakinlah, kami akan terus memberikan pengukuran audiens yang paling representatif, andal, dan kuat yang tersedia, yang dapat terus diperdagangkan dengan percaya diri oleh pasar. Sementara kami bekerja untuk memperbaiki masalah yang diangkat oleh MRC, kami pikir penting juga untuk terus membangun masa depan media yang secara akurat mengukur dan mencerminkan perjalanan lintas platform konsumen dan mengimbangi kemajuan teknologi yang cepat.
We know that the role we play is critical to your business – and the industry as a whole. We want to be transparent about the factors the MRC called out in their decision, the actions we are taking to address outstanding issues and the ongoing work we’re doing to build a new measurement model that reflects where the industry is going.
MRC menyebutkan area-area utama yang perlu diperbaiki untuk memulihkan akreditasi pengukuran TV Nielsen:
- Ukuran panel dan pemeliharaan perlu kembali ke tingkat target
- Kelangsungan bisnis dan proses pemulihan perlu diperkuat dan diuji
- Proses pencatatan dan komunikasi setiap perubahan metode harus lebih transparan dan jelas
- Keputusan Nielsen untuk memasukkan rumah yang hanya menggunakan broadband dalam pengukuran lokal, mengikuti metodologi yang digunakan dalam pengukuran nasional sejak tahun 2013, disebutkan sebagai alasan utama untuk menangguhkan akreditasi TV Lokal
Kami memahami dan menerima masalah yang dikemukakan - itulah sebabnya kami baru-baru ini meminta jeda akreditasi untuk mengatasinya. Faktanya, kami telah mengambil tindakan yang cukup besar untuk hal-hal tersebut. Berikut ini adalah laporan tentang kemajuan dan konteks penting kami:
- Panel size and health. When the COVID-19 pandemic struck, we prioritized the health and safety of our panelists and our employees. A key decision we made at the time was to not enter panelists’ homes. This decision was designed to protect the health and safety of our panelists and employees and followed CDC and local government guidelines. The by-product hindered recruitment of new panelists and maintenance of existing panelist technology, resulting in a decrease in panel size. With increasing vaccination rates in 2021, we have been able to resume in-home visits, allowing us to troubleshoot issues and add 2,500 homes since March 2021. We have further accelerated our panel recovery efforts to meet the contract install target of 41,600 homes by Q1 2022 and further expand the sample by 15% by Q2 2023.
- Continuity. Nielsen has long had a business continuity plan in place for unforeseen events such as the loss of power or computing resources. However, we admittedly had not considered an unprecedented global pandemic with extended restrictions on in-home visits in our planning. We have since added this scenario to our procedures and now have systems in place to allow greater remote recruiting and monitoring.
- Reporting. We were not as fast nor were we as transparent as we could have been in reporting issues with our panel resulting from the decision not to enter homes at the start of the pandemic. We understand how critical our data is to our clients and the industry, and have put new policies in place to ensure we communicate more frequently. To assist in this, we will work with the MRC to create a subcommittee with which we will share the details of methodological or procedural changes and provide guidance on general marketplace disclosure. In addition, we have increased the quality control functions on both data input and output to better assess the impact of any changes in the future.
- Broadband only. Broadband only homes are an important audience now representing nearly 30% of TV households in some local markets. We believe it is critical to include them in local measurement as soon as possible, but we agree that we need to move to an explicit universe estimate. Their exclusion to-date means a gap and bias in measurement and we have been and continue to commit to integrating them in a responsible way. Over the next few weeks, we will work with the MRC to refine and audit universe estimates for weighting and sample controls which will provide safeguards to ensure broadband only, cable and over-the-air homes are properly represented in our panel.
Karena perilaku menonton konsumen terus bergeser, tantangan terbesar industri ini adalah menata ulang cara pembeli dan penjual memperhitungkan dan bertransaksi di media untuk memastikan bahwa mereka menghasilkan uang dari inventaris mereka dan memaksimalkan investasi. Sebagai tanggapan, kami sedang mengerjakan solusi TV Nasional dan Lokal kami dan berfokus pada pengintegrasian big data, memperluas cakupan streaming dan CTV serta melakukan peningkatan penting pada metodologi kami. Hal ini termasuk mengintegrasikan rumah-rumah yang hanya memiliki broadband ke dalam panel lokal kami untuk menangkap lebih banyak tayangan streaming dan memberikan komparabilitas yang lebih besar di seluruh Lokal dan Nasional, yang pada akhirnya akan menghasilkan mata uang lintas media. Ini adalah masa depan solusi pengukuran kami dan yang akan menjadi landasan setiap keputusan yang kami ambil di masa mendatang untuk memastikan klien kami dapat terus bertransaksi dengan data kami dengan penuh percaya diri di masa depan, seperti yang Anda lakukan saat ini.
Pada saat yang sama, kami tidak boleh melupakan arah industri ini. Kami berfokus untuk mengembangkan pengukuran kami di empat area utama sehingga kami dapat melayani Anda semua dengan lebih baik di masa depan.
- Evolve measurement to reflect how people are truly consuming media. At Nielsen, our responsibility is to accurately measure how consumers behave. As new platforms and technologies emerge, we must act quickly to create new tracking models and work with the industry to integrate them into existing measurement solutions as noted above.
- Ensure inclusion and representation of all people in audience measures. Nielsen has long benefited from an external advisory council which helps ensure we live up to our purpose of powering a better media future for all people. One of the reasons for validating census data with a robust panel is to ensure full representation. We will continue to challenge ourselves to do this at Nielsen, and we encourage the industry to work to make sure that media is measured and audited in a manner that serves the fast-changing demographics.
- Enable true comparability across all platforms and deduplicate audiences. We understand that comparability across platforms and deduplicated audiences are the holy grail for marketers and advertisers. That’s why we’re putting tremendous energy and investment into a new measurement approach, called Nielsen ONE, which will dramatically simplify measurement to a single, de-duplicated cross-media metric. We are confident in our vision, have made significant progress and are on track to deliver parallel data in Q4 2022. We believe strongly that the industry as a whole – including the MRC and all its members – would be well-served to embrace this cross-media future regardless of how uncomfortable it may feel in the near-term. Doing so will greatly benefit consumers and the industry in the long-term.
- Embrace the most advanced data science. We must always push ourselves to embrace the latest technological capabilities, including cloud computing, big data and artificial intelligence, to build entirely new and forward-looking forms of measurement that are adaptable and resilient to technology and privacy changes. We at Nielsen are working to lead the industry in embracing this new future while we work to resolve current issues.
We know how much you and the larger industry rely on the work we do. I want to personally let you know that we are working hard to address the issues laid out above and that we will be fully transparent in reporting on our progress. We welcome you to hold us accountable to our commitments – and fully expect you’ll do so.
Nielsen remains committed to working alongside the MRC and we fully support the audit process. At the same time, please know that we are not going to stop innovating and building the measurement platform for the future. We ask the industry to support and collaborate with us on these efforts.
Saya menantikan dialog lanjutan dengan Anda mengenai topik-topik ini, berbagi kemajuan remediasi kami dan membantu industri ini untuk lebih baik dalam melayani audiens yang beragam dan diberdayakan secara teknologi saat kami bekerja untuk membangun masa depan media yang lebih baik untuk semua.
David Kenny
CEO, Nielsen
