Foco na mediรงรฃo da audiรชncia de televisรฃo em vรกrias plataformas usando tecnologia mรณvel para atender ร evoluรงรฃo dos comportamentos de visualizaรงรฃo
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.
Atualmente, a Nielsen estรก testando um aplicativo para smartphones/tablets para registrar informaรงรตes sobre a audiรชncia televisiva. Uma versรฃo mais tradicional do site on-line que espelha o aplicativo tambรฉm estรก disponรญvel. Os vรกrios pontos de acesso refletem as mudanรงas nas formas de interaรงรฃo do pรบblico com a tecnologia e criam mais oportunidades para alcanรงar os espectadores onde eles consomem o conteรบdo.
"A abordagem de vรกrios pontos de acesso permite que as pessoas insiram informaรงรตes ao longo do dia em qualquer tipo de dispositivo que escolherem ou que esteja prontamente ร mรฃo no momento", disse Michael Link, metodologista-chefe da Nielsen, que estรก supervisionando essa รกrea de pesquisa. "Dessa forma, aumentamos o nรบmero de pessoas que podem participar e esperamos melhorar a conformidade para garantir que estamos capturando todas as suas visualizaรงรตes."
"A CIMM tem o prazer de colaborar com a iniciativa mTAM da Nielsen para testar smartphones e tablets como dispositivos de coleta de dados passivos e ativos, com o objetivo de melhorar continuamente a mediรงรฃo da exibiรงรฃo de TV nos mercados locais", disse Jane Clarke, diretora administrativa da CIMM.
A CIMM e a Nielsen se concentrarรฃo inicialmente em testes de prova de conceito (POC) em estรกgio inicial para avaliar a utilidade de soluรงรตes multiplataforma. Elas colaborarรฃo ainda mais na direรงรฃo futura da iniciativa mTAM, bem como em outros POCs relevantes que estรฃo sendo realizados, e a CIMM fornecerรก informaรงรตes valiosas sobre a direรงรฃo futura do mTAM, garantindo que os serviรงos de mediรงรฃo da Nielsen forneรงam resultados robustos e atendam ร s necessidades em evoluรงรฃo do mercado de televisรฃo.
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
Sobre a 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.
Sobre a 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.
