平衡受众测量的创新性和连续性需求

Dramatic changes in TV viewing behaviors over the past decade, driven primarily by widespread connected TV (CTV)¹ adoption and increasing high-speed internet availability, have introduced an array of new data sets that are finding their way into measurement solutions. Generically referred to as big data, these data sets provide the opportunity to advance audience measurement to help both buyers and sellers better understand how TV programming—and ads—are performing. 

大数据的规模

At a high level, there are two primary sources of big data that are being used in linear television audience measurement:

• 来自有线和卫星机顶盒（STB）的回传路径数据（RPD）
• 来自智能电视的自动内容识别 (ACR) 数据

随着 70.6% 的美国电视家庭拥有智能电视（两年前为 62.3%），大数据的最大优势之一就是规模化。在当今碎片化的收视环境中，规模非常重要。我们的大数据集目前包括美国 4,500 万户家庭和来自 Comcast、Dish、DirecTV、Roku 和 Vizio 的 7,500 万台设备，其规模可与任何其他测量提供商媲美。

然而，这些数据集并不统一或同质，也不是为受众测量而设计的。但这并不意味着它们不能用于这一目的。事实上，它们可以非常有用--但不能单独使用。要使大数据有意义，就需要一个真相集，以纠正大数据集中的差距、波动和其他错综复杂的问题。

Ensuring measurement stability & representation

将大数据与具有代表性的样本库相结合，对于稳定地计算所有设备和受众的收视情况至关重要。尼尔森拥有一个由来自约 42,000 个家庭的 101,000 人组成的代表性小组，这使我们能够利用大数据的力量，同时纠正其不足之处。 

And the industry agrees. The World Federation of Advertisers’ (WFA) ‘North Star’ principles for cross-media measurement call for a combination of quality panel and big data. In August 2022, both the Video Advertising Bureau (VAB) and the Association of Advertisers (ANA) announced plans to build their own panels, as did Google for use in its online conversion measurement. Put differently, the industry is clamoring for approaches that both ensure representation and harness the power of big data. We believe Nielsen is uniquely positioned to provide these solutions.

我们投入了十年的研究，以创新的方式将大数据集整合到我们的方法中，同时确保与货币测量的连续性。我们在 2019 年将大数据纳入美国本地电视测量，并在 2022 年将其纳入全国电视测量。这些大数据集与具有代表性的、个人层面的面板配合使用，可以极大地推动受众测量科学的发展。

1. Measurement is about people. Big data provides no information about the people who are doing the viewing. By pairing big data with panels, we’re able to understand who is viewing, as well as household makeup.
2. Measurement must be representative. Big data provides an incomplete picture of TV viewing. For example, RPD/STB and ACR data lack streaming coverage and over the air (OTA) viewing. As of November 2023, streaming accounted for 36.1% of television viewing in the U.S. Additionally, 18.1% of U.S. TV households have at least one TV set that accesses content using a digital antenna instead of STBs or an internet connection². Big data viewing sources also may not include all devices in the home. This is particularly an issue with ACR data where the number of devices returning data is about 1.1 per home. The average U.S. TV home has about 2.5 sets. Panels are critical to cover these gaps, and any measurement solution that solely relies on big data would miss these audiences.
3. Measurement is more than just data sources. ACR data, for example, simply identifies images on a screen. If the same piece of content is airing on multiple channels at the same time, the ACR data has no way of accurately attributing viewing to one channel versus the other. Similarly, RPD and STB data are often incapable of verifying if a TV is even on. Different RPD/STB providers and original equipment manufacturers (OEMs) also have different ways of collecting and processing data. This makes ingestion, harmonization, householding, and calibration both critical and extremely complex. 

RPD/STB 和 ACR 数据在测量方面的缺陷凸显了为什么这些数据必须使用能准确代表人口多样性的基于人的面板进行校准。 

引领测量技术的发展

通过将大数据的规模与来自创新的新面板仪表的个人级别信息相结合，我们能够提供更细粒度的广告信息。这确保广告商能够了解谁以及有多少人看到了他们的广告。我们还能提供更先进的定向功能，以充分利用线性寻址功能和先进的受众细分功能。 

There is no shortchanging the benefits Big Data+Panel will bring, but the shifts taking place in the media industry are far too significant to make wholesale methodology changes to data being used as currency on a moment’s notice. Stable transition in times of change will always be better than a very quick pivot. Times of transition also amplify the need for transparency, especially when measurement data underpins a global industry that ad research firm WARC estimates will top $1 trillion next year. 

Recognizing that the industry needs time to adapt to innovations in measurement, we made our national Big Data+Panel data stream available for transactions in parallel with our TV panel currency for the ‘23-’24 television season. For the ‘24-’25 season, we have enhanced our Big Data+Panel stream to include Comcast data (in addition to DISH, DirecTV, Roku and Vizio), and we’re committed to helping the industry navigate through this transition. Well aware that different organizations evolve and adapt at different rates, we will also provide our audited and accredited TV Panel data (average minute), as well as Big Data+Panel (at the average minute and individual commercial minute) during the coming season.  

The evolution of 电视测量 will only happen with industry alignment. And while many agencies and advertisers are interested in moving toward measurement of exact commercials, the overall sentiment in the industry is that it’s not yet ready to retire C3/C7 ratings. We need to balance the equally valid needs for innovation and continuity. With three data sets available, buyers and sellers will be able to evolve systems to truly operationalize the planning, selling and buying of national linear TV at an exact commercial level. 

资料来源

¹ CTV refers to any television that is connected to the internet. The most common use of the internet connection is to stream video content
² Nielsen National TV Panel, November 2023