デイビッド・ケニーCEOからお客様への手紙
メディア・レーティング・カウンシル（MRC）のメンバーが、私たちの休止要請に応え、全国テレビ視聴率サービスおよび地方テレビ視聴率サービスの認定を一時停止することを決議したことをお知らせします。
ご安心ください。私たちは、市場が安心して取引できる、最も代表的で、信頼できる、堅牢な視聴者測定を提供し続けます。MRCが提起した問題の解決に取り組む一方で、消費者のクロスプラットフォーム・ジャーニーを正確に測定・反映し、急速な技術の進歩に対応するメディアの未来を構築し続けることも重要だと考えています。
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は、ニールセンのテレビ測定の認定を回復するために是正が必要な主な分野を挙げている：
- パネルのサイズとメンテナンスは目標レベルに戻す必要がある
- 事業継続と復旧のプロセスを強化し、テストする必要がある。
- 方法の変更を記録し、伝達するプロセスは、より透明で明確である必要がある。
- ニールセンは、2013年以降、全国測定で使用されている方法に従って、ブロードバンドのみの家庭をローカル測定に含めることを決定し、ローカルTVの認定を停止した主な理由として挙げている。
私たちはこれらの問題を理解し、受け入れている。だからこそ、私たちは最近、これらの問題に対処するために認定の一時停止を要請したのだ。実際、私たちはすでにこれらの項目についてかなりの行動を起こしている。以下は、その進捗状況と重要な背景についての報告である：
- 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.
消費者の視聴行動が変化し続けるなか、業界の最大の課題は、買い手と売り手がインベントリーを確実に収益化し、投資を最大化するために、メディアに関する会計処理と取引の方法を再考することです。これに対応するため、当社は全国およびローカルTVソリューションに取り組み、ビッグデータの統合、ストリーミングとCTVのカバレッジの拡大、手法の重要な強化に注力している。これには、より多くのストリーミング・インプレッションを捕捉し、ローカルと全国でより高い比較可能性を実現するために、ブロードバンド専用世帯をローカル・パネルに統合することが含まれます。これこそが当社の測定ソリューションの未来であり、クライアントが現在と同様に将来も当社のデータを信頼して取引できるようにするための、今後のあらゆる意思決定の礎となるものです。
同時に、業界の方向性を見失うわけにはいきません。私たちは、4つの重要な分野で測定を進化させ、将来にわたって皆様により良いサービスを提供できるよう注力しています。
- 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.
このようなトピックについて皆さんと対話を続け、私たちの改善の進捗状況を共有し、すべての人々にとってより良いメディアの未来を築くために努力する中で、業界が多様で技術的に強化された視聴者により良いサービスを提供できるよう支援することを楽しみにしています。
デヴィッド・ケニー
ニールセンCEO
