Nielsen Local Audience Ratings Quadruple Sample Size in Metered Markets,
Double Sample Size in Diary Markets;
Build Foundation for Local Cross‐Platform Measurement
CONTACT:
Flavie Lemarchand-Wood, 646.654.4436
NEW YORK – July 20, 2012 – 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. Nielsen’s 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 cross‐platform 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 cross‐platform measurement.”
ニールセンの計画では、合計20の導入市場で、ローカルピープルメーター（LPM）、セットメーター、ダイアリー市場での測定を改善する。2012年第4四半期から、ニールセン・コードリーダーの導入が以下のLPM市場で開始される：セントルイス、ダラス、シャーロット。続いて、5つのSet Meter市場に設置される：ナッシュビル、グリーンビル、バーミンガム、アルバカーキ、ニューオーリンズ。ニールセンは、近日中に12のDiary導入市場を発表する予定である。
ニールセン・プログラムは、放送局と地元ケーブルに、番組編成と広告販売の両方について、より詳細で安定したデータを提供し、代理店と広告主がより効率的に業務を行えるようにする。
- Specific client benefits of Nielsen’s Local Audience Ratings include:
- ローカル・ピープル・メーター市場およびセットメーター市場における有効サンプル数を4倍に増やし、ダイアリー市場における有効サンプル数を2倍に増やした結果、格付けのばらつきとゼロ格付け期間を大幅に削減した；
- すべての市場において、代表的かつ予測可能な確率サンプルを維持すること；
- すべての市場で継続的な電子計測を実施；
- ロングテール・プログラム・ソースの測定を改善。
ニールセン・ローカル視聴率は、以下の投資によって可能になる：
- 現在ニールセン・コードリーダーと呼ばれている画期的なウォーターマーク対応キャプチャデバイスを含む、新しい独自の家庭用テレビ測定技術；
- 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.
このイニシアティブはまた、地域のオンライン、タブレット、モバイルのクロスプラットフォーム測定と統合メディア／購買分析、そして紙の日記帳の変革の基礎を築くものでもある。
“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. “Nielsen’s 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.”
“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. “We believe that the substantial sample size increase anticipated will be a big improvement for stabilizing ratings. The new “code reader” combined with set‐top‐box return path data are a promising strategy for increasing sample sizes. We’re pleased that Nielsen is taking the initiative both to improve its legacy TV ratings service while also investing in timely preparation for an emerging cross‐platform 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.
ニールセンについて
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.
