Skupienie siฤ na pomiarze oglฤ dalnoลci telewizji na wielu platformach przy uลผyciu technologii mobilnych w celu sprostania zmieniajฤ cym siฤ zachowaniom widzรณw
Contacts CIMM: Erik Milster – 212.446.1866 – emilster@sloanepr.com Nielsen: Flavie Lemarchand-Wood – 646-654-4436 – flavie.lemarchand-wood@nielsen.com
NEW YORKโSeptember 28, 2012โ Nielsen (NYSE: NLSN), a leading global provider of information and insights into what consumers buy and watch, and the Coalition for Innovative Media Measurement (CIMM), today announced the formation of an Innovation Committee designed to collaborate on Nielsenโs mobile Television Audience Measurement initiative (mTAM). Nielsen and CIMM will further develop and test different approaches to television audience measurement using both passive and active applications on mobile phones, tablets, and through an online website, mirroring how individuals use technology throughout the day. This initiative will transform self-reported viewing by taking full advantage of technology consumers use day-to-day as well as improve measurement among younger adults. The initial focus will be on local media markets.
Nielsen testuje obecnie aplikacjฤ na smartfony/tablety do rejestrowania informacji o oglฤ dalnoลci telewizji. Dostฤpna jest rรณwnieลผ bardziej tradycyjna wersja strony internetowej, ktรณra odzwierciedla aplikacjฤ. Wiele punktรณw dostฤpu odzwierciedla zmieniajฤ ce siฤ sposoby interakcji widzรณw z technologiฤ i stwarza wiฤksze moลผliwoลci dotarcia do widzรณw tam, gdzie konsumujฤ treลci.
"Podejลcie oparte na wielu punktach dostฤpu pozwala ludziom na wprowadzanie informacji przez caลy dzieล na dowolnym typie urzฤ dzenia, ktรณre wybiorฤ lub ktรณre jest pod rฤkฤ w danym momencie" - powiedziaล Michael Link, gลรณwny metodolog Nielsena, ktรณry nadzoruje ten obszar badaล. "W ten sposรณb zwiฤkszamy liczbฤ osรณb, ktรณre mogฤ wziฤ ฤ udziaล w badaniu i oczekujemy, ลผe poprawimy zgodnoลฤ z przepisami, aby upewniฤ siฤ, ลผe rejestrujemy wszystkie oglฤ dane przez nich treลci".
"CIMM z przyjemnoลciฤ wspรณลpracuje z inicjatywฤ mTAM firmy Nielsen w celu pilotaลผowego testowania smartfonรณw i tabletรณw jako zarรณwno pasywnych, jak i aktywnych urzฤ dzeล do gromadzenia danych, w celu ciฤ gลego ulepszania pomiarรณw oglฤ dalnoลci telewizji na rynkach lokalnych" - powiedziaลa Jane Clarke, dyrektor zarzฤ dzajฤ ca CIMM.
CIMM i Nielsen poczฤ tkowo skupiฤ siฤ na wczesnych testach weryfikacyjnych koncepcji (POC) w celu oceny uลผytecznoลci rozwiฤ zaล wieloplatformowych. Bฤdฤ dalej wspรณลpracowaฤ nad przyszลym kierunkiem inicjatywy mTAM, a takลผe innymi odpowiednimi przeprowadzanymi testami POC, a CIMM zapewni cenny wkลad w przyszลy kierunek mTAM, zapewniajฤ c, ลผe usลugi pomiarowe Nielsen zapewniajฤ solidne wyniki i speลniajฤ zmieniajฤ ce siฤ potrzeby rynku telewizyjnego.
Audrey Steele, SVP Sales Research & Marketing at Fox Broadcasting Company, a CIMM Member company, said, โAccurately measuring and monetizing audiences is increasingly critical as viewer behavior becomes more complex and fragmented. This is of particular concern in the local markets, where relatively small sample sizes can yield inconsistent results. CIMM and Nielsenโs push to lever the power of mobile technology to enable more representative audience measurement is a welcome step in the right direction.โ
O CIMM
The Coalition for Innovative Media Measurement (CIMM) was founded by leading television content providers, media agencies, and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMMโs mission is to explore and identify new methodologies and approaches to audience measurement through conducting pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through return path data, and new methods for cross- platform media measurement. www.cimm-us.org
Current members are: A+E Networks, Belo, CBS Corporation, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group Mediabrands, LEGO Systems, Inc., Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, Univision Communications, Viacom, and The Walt Disney Company.
O firmie Nielsen
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.
