The last two years have been a time of significant innovation and progress at Nielsen. At the end of 2015, we put the final pieces of our 총 잠재 고객 framework in place, so we are now able to measure video wherever it is viewed. Today, we are working with clients to integrate the different pieces of Total Audience.
The initial data has exceeded our expectations. But while the progress we have made is clear to a wide range of researchers and media executives, there are still those who think that the “TV ratings,” otherwise known as “C3/C7,” are the entirety of what Nielsen measures. That has led to the persistence of a number of fictions about Nielsen and what we do. We’d like to set the record straight by putting those fictions side by side with today’s reality.
허구 1: 닐슨은 3일 또는 7일간의 TV 시청만을 측정합니다.
현실: 이는 닐슨이 측정하는 훨씬 더 큰 범위의 광고 시청률이 아니라 광고 시청률에 대한 정의입니다.
닐슨은 35일간의 시간 이동 시청을 측정합니다.
We measure TV for seven days in order to capture the average audience for commercials reflected in the “live,” “C3” and “C7” ratings. The ratings are based on eligibility rules defined by the industry in May 2007, which, at the time, reflected the bulk of consumers’ viewing of ad units within seven days of live telecast. These ratings are used to buy and sell those ad units. The rules also stipulate that the national advertising load be the same in all versions of a program viewable for seven days after telecast. While we cannot unilaterally change the definition of the ratings, we continue to work with the industry to expand the current definition to reflect today’s media consumption behavior.
Meanwhile, Nielsen has been measuring all television viewing time to the TV screen since 1987 without regard to whether and how programs contain commercials. We provide clients with an “average program minute” metric that matches the better-known “average commercial minute” metric. Today, these measurements cover DVR viewing up to 35 days, as well as on-demand viewing at any time, whether delivered through set-top boxes, game consoles or “over the top” (OTT) devices such as Apple TV, Roku and Google Chromecast. We can also measure all video content on PCs, laptops, tablets, smartphones and DVD/Blu-ray devices regardless of when the content was watched and regardless of the commercial load the content contains. This is what goes into our Total Content Ratings offering, designed to bring together all viewing on all platforms so that our clients get a total picture of their programs’ audiences.
Fiction No. 2: Nielsen’s measurement is “panel only,” which is inferior to big-data solutions.
Reality: Nielsen’s Total Audience solution is based on a combination of panel and big data.
Nielsen’s measurement of PCs, laptops, tablets and smartphones already uses a combination of panel and big data. We use “census” counts and third-party big data matches to produce the ratings for all digital consumption. As for traditional TV, we will include big data in traditional TV measurement when this data reaches sufficient quality, scale and availability. Today, big data solutions that make use of set-top box data cannot tell if a TV set is on or off, who is actually watching the TV, how viewership breaks down by age and gender demographics or ethnicity, and so on. At present, therefore, the data we provide for the TV ratings is based on a panel accredited by the Media Ratings Council, which offers the most reliable and accurate measure of viewing activity in TV households in America today.
Fiction No. 3: Nielsen can’t measure mobile viewing.
현실: 닐슨은 모바일 시청을 측정합니다. 우리와 협력하는 고객은 놀랍도록 정확한 인구조사 측정의 이점을 누릴 수 있습니다.
In 2014, Nielsen launched a measurement solution that allows us to capture every video view and ad exposure on the digital screen—whether PC, Mac, smartphone, tablet, OTT device or game console. Clients that leverage this solution get the benefit of incredibly accurate, true census measurement, whether we are measuring a hugely popular program or ad or a single viewer. Our solution leverages large panels to calibrate big data sets, as well as partnerships that include Facebook, the owner of the highest quality person-level mobile registration data in the world. We collect, anonymously, the demographics of more than 180 million Americans, enabling us to deliver both content and ad measurement to our clients. This is a crucial part of our Total Audience offering, which is designed to measure any piece of video, audio or text content or advertising, no matter where, how or by whom it is consumed.
Fiction No. 4: Nielsen doesn’t measure subscription video-on-demand (SVOD).
Reality: Nielsen measures the vast majority of SVOD viewing and is increasing its coverage all the time.
오늘날, 닐슨은 셋톱박스 온디맨드 메뉴에서 액세스하든, Amazon이나 Netflix와 같은 구독 스트리밍 서비스를 통해 제공하든, TV에서 시청하는 모든 VOD 및 SVOD 콘텐츠를 측정할 수 있습니다. 미국 전역에서 10만 명과 5만 대 이상의 TV 연결 기기(Roku 박스, Apple TV, Google Chromecast 등)를 대상으로 한 TV 패널을 보유하고 있습니다. 2015년에 출시한 서명 기반 측정은 고객이 개별 프로그램에 첨부한 오디오 기반 서명을 활용합니다. 이를 통해 현재 SVOD 서비스에서 스트리밍 중인 6,000개 이상의 프로그램을 측정할 수 있으며, 이러한 측정은 무엇보다도 고객이 SVOD 시청이 기존 서비스를 어느 정도 보완하거나 대체하는지 이해하는 데 도움이 됩니다.
It’s not entirely a mystery why these myths about Nielsen persist. People often assume that anything we measure would be included as part of the traditional TV commercial ratings. But we don’t make the rules—our job is to deliver accurate data against the current definition of the TV ratings 365 days a year.
We will continue to work with our clients to provide precise and comprehensive insight into video consumption, so that our clients can deliver content in ways consumers want to watch and that our clients can monetize. With the delivery of the Total Audience framework, we are already producing consistent, comparable metrics for content and advertising across all devices and platforms, making it possible for the industry to measure and count “everything.”
This article originally appeared on Media Village. Megan Clarken is president of product leadership at Nielsen.
