Nielsen Local Audience Ratings Quadruple Sample Size in Metered Markets,
Double Sample Size in Diary Markets;
Build Foundation for Local CrossโPlatform Measurement
CONTATTO:
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.”
Con un totale di venti mercati introduttivi, il piano di Nielsen migliorerร la misurazione nei mercati Local People Meter (LPM), Set Meter e Diary. A partire dal quarto trimestre 2012, l'installazione del Nielsen Code Reader inizierร nei seguenti mercati LPM: St. Louis, Dallas e Charlotte. A questi mercati seguiranno cinque mercati Set Meter: Nashville, Greenville, Birmingham, Albuquerque e New Orleans. Nielsen annuncerร a breve i dodici mercati Diary introduttivi.
Il programma Nielsen fornirร alle emittenti radiotelevisive e alle emittenti via cavo locali dati piรน granulari e stabili sia per la programmazione che per la vendita degli annunci pubblicitari, consentendo alle agenzie e agli inserzionisti di operare in modo piรน efficiente.
- Specific client benefits of Nielsen’s Local Audience Ratings include:
- Quadruplicare la dimensione effettiva del campione nei mercati Local People Meter e Set Metered e raddoppiare la dimensione effettiva del campione nei mercati Diary, con una significativa riduzione della variabilitร dei rating e dei periodi di zero rating;
- Mantenere un campione probabilistico rappresentativo e proiettabile su tutti i mercati;
- Misurazione elettronica continua in tutti i mercati;
- Miglioramento della misurazione per le fonti di programmi long-tail.
I Nielsen Local Audience Ratings saranno abilitati dai seguenti investimenti:
- Nuova tecnologia proprietaria per la misurazione dell'home TV, che comprende un innovativo dispositivo di acquisizione abilitato al watermark, attualmente denominato 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.
Questa iniziativa pone inoltre le basi per la misurazione multipiattaforma locale online, su tablet e mobile e per l'analisi integrata dei media e degli acquisti, nonchรฉ per la trasformazione del diario cartaceo.
“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.
Informazioni su 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.
