CEO 데이비드 케니가 고객에게 보내는 편지
미디어 등급 위원회(MRC) 위원들이 당사의 요청에 따라 전국 TV 등급 서비스 및 지역 TV 등급 서비스에 대한 인증을 중단하는 투표를 진행했음을 알려드리고자 이 글을 씁니다.
앞으로도 가장 대표적이고 신뢰할 수 있으며 강력한 오디언스 측정을 지속적으로 제공하여 시장이 안심하고 거래할 수 있도록 노력할 것입니다. MRC에서 제기된 문제를 해결하기 위해 노력하는 한편, 소비자의 크로스 플랫폼 여정을 정확하게 측정하고 반영하며 빠른 기술 발전에 발맞추는 미디어의 미래를 지속적으로 구축하는 것도 중요하다고 생각합니다.
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.
MRC는 닐슨의 TV 측정 인증을 회복하기 위해 개선이 필요한 주요 영역으로 다음과 같은 사항을 꼽았습니다:
- 패널 크기 및 유지 관리가 목표 수준으로 돌아가야 함
- 비즈니스 연속성 및 복구 프로세스를 강화하고 테스트해야 합니다.
- 방법의 변경 사항을 기록하고 전달하는 프로세스는 더욱 투명하고 명확해야 합니다.
- 2013년부터 전국 측정에 사용된 방법론에 따라 지역 측정에 광대역 전용 가정을 포함하기로 한 닐슨의 결정이 지역 TV 인증을 중단한 주요 원인으로 꼽혔습니다.
제기된 문제를 이해하고 수용하며, 이러한 문제를 해결하기 위해 최근 인증 중단을 요청했습니다. 실제로 이러한 항목에 대해 이미 상당한 조치를 취했습니다. 다음은 진행 상황과 중요한 맥락에 대한 보고서입니다:
- 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.
소비자의 시청 행태가 계속 변화함에 따라, 업계의 가장 큰 과제는 구매자와 판매자가 미디어에서 인벤토리로 수익을 창출하고 투자를 극대화할 수 있도록 미디어를 설명하고 거래하는 방식을 재구상하는 것입니다. 이에 따라, 저희는 전국 및 지역 TV 솔루션을 개발하고 빅데이터 통합, 스트리밍 및 CTV 커버리지 확대, 방법론의 중요한 개선에 주력하고 있습니다. 여기에는 광대역 전용 가정을 지역 패널에 통합하여 더 많은 스트리밍 노출을 포착하고 지역과 전국에서 더 큰 비교 가능성을 제공하여 궁극적으로 크로스 미디어 통화로 이어질 수 있도록 하는 것이 포함됩니다. 이것이 바로 측정 솔루션의 미래이며, 고객이 현재와 마찬가지로 미래에도 계속해서 안심하고 데이터를 기반으로 거래할 수 있도록 하기 위해 앞으로 내리는 모든 결정의 초석이 될 것입니다.
동시에 업계가 나아가고 있는 방향을 놓쳐서는 안 됩니다. 저희는 여러분 모두에게 더 나은 서비스를 제공할 수 있도록 네 가지 주요 영역에서 측정 방식을 발전시키는 데 주력하고 있습니다.
- 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.
이러한 주제에 대해 여러분과 지속적으로 대화를 나누며 개선 진행 상황을 공유하고, 모두를 위한 더 나은 미디어 미래를 구축하기 위해 노력하면서 업계가 다양하고 기술적으로 역량 있는 시청자에게 더 나은 서비스를 제공할 수 있기를 기대합니다.
데이비드 케니
CEO, 닐슨
