Nielsen Local Audience Ratings Quadruple Sample Size in Metered Markets,
Double Sample Size in Diary Markets;
Build Foundation for Local Cross‐Platform Measurement
연락처:
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.”
닐슨은 총 20개의 도입 시장을 통해 지역 주민 측정기(LPM), 세트 측정기, 다이어리 시장의 측정을 개선할 계획입니다. 2012년 4분기부터 다음 LPM 시장에서 닐슨 코드 리더기 설치가 시작됩니다: 세인트루이스, 댈러스, 샬럿. 이 시장들에 이어 5개의 세트 미터 시장이 추가될 예정입니다: 내쉬빌, 그린빌, 버밍엄, 앨버커키, 뉴올리언스. 닐슨은 조만간 다이어리를 도입할 12개 시장을 발표할 예정입니다.
닐슨 프로그램은 방송국과 지역 케이블에 프로그램 및 광고 판매에 대한 보다 세분화되고 안정적인 데이터를 제공하고, 에이전시와 광고주가 보다 효율적으로 운영할 수 있도록 지원합니다.
- Specific client benefits of Nielsen’s Local Audience Ratings include:
- 로컬 피플 미터 및 세트 미터링 시장에서 유효 표본 크기를 4배로 늘리고 다이어리 시장에서 유효 표본 크기를 2배로 늘려 평점 변동성을 크게 줄이고 평점 기간을 제로로 만들었습니다;
- 모든 시장에서 대표성 있고 예측 가능한 확률 샘플을 유지합니다;
- 모든 시장에서 지속적인 전자 측정이 가능합니다;
- 롱테일 프로그램 소스에 대한 측정이 개선되었습니다.
닐슨 로컬 오디언스 등급은 다음과 같은 투자를 통해 활성화됩니다:
- 혁신적인 워터마크 지원 캡처 장치를 포함한 새로운 독점 가정용 TV 측정 기술(현재 닐슨 코드 리더라고 함)을 제공합니다;
- 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.
이 이니셔티브는 또한 현지 온라인, 태블릿, 모바일 크로스 플랫폼 측정 및 통합 미디어/구매 분석과 종이 다이어리의 혁신을 위한 토대를 마련합니다.
“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.
닐슨 소개
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.
