首次采用标准化观众数据，可与电视和其他视频屏幕进行比较
NEW YORK, NY – April 12, 2010 – In the last four months of 2009, adults 18 years or older were exposed to 237 million video ads per month in the ten location-based video networks included in The Nielsen Company’s inaugural “Fourth Screen Network Audience Report.”
Nielsen’s “Fourth Screen Network Audience Report” grows out of the rapid proliferation of video networks in non-traditional spots such as movie theaters, bars and restaurants, gas stations, health clubs, and other place-based venues. This is the first time that any measurement company has provided a comprehensive, standardized audience reporting that allows advertisers to easily compare data from these networks with measurements from the other three screens: TV, Internet, and Mobile.
"尼尔森负责新业务开发的高级副总裁泰莉-布伦南（Terrie Brennan）表示："广告买卖双方首次有了一个统一的渠道，可以评估基于数字位置的广告网络在覆盖关键年龄和性别人群方面的效果，并将其与电视等其他视频资源进行比较。"尼尔森新业务开发高级副总裁特里-布伦南（Terrie Brennan）说："这份联合报告提供了必要的洞察力，有助于了解在这些网络上投放广告对电视、互联网以及其他跨媒体活动的影响。
报告发现，在每月面向 18 岁以上人群的 2.37 亿次曝光中，54% 的曝光对象是男性受众，46% 的曝光对象是女性。据估计，在每月对成人的所有曝光中，50%是对 18-34 岁这一关键人群中的男性和女性的曝光。
每月数字视频广告总曝光量，P18+
(2009 年 9 月至 12 月）
|
Network |
会议地点 |
18 岁以上人士 |
% 18-34 |
|
NCM |
电影院 |
35,301,188 |
47% |
|
引人入胜 |
电梯 |
31,332,148 |
55% |
|
Zoom Fitness |
健身俱乐部 |
29,396,229 |
43% |
|
屏幕视觉 |
电影院 |
26,390,071 |
47% |
|
放大社交 |
酒吧/餐厅 |
25,165,269 |
84% |
|
AMI |
酒吧/餐厅 |
22,609,400 |
53% |
|
酒店网络 |
酒店 |
22,196,922 |
34% |
|
GSTV |
加油站 |
21,306,028 |
44% |
|
室内导向 |
餐厅 |
14,146,853 |
43% |
|
RMG 健身中心 |
健身俱乐部 |
9,548,019 |
35% |
|
TOTAL |
|
237,392,127 |
50% |
除了成人观众的测量，该报告还包括儿童和青少年在电影院的测量，因为年轻观众是电影院观众的重要组成部分。尼尔森发现，每月 18 岁以下观众的总观影人次接近 2300 万，占该场所观众总数的四分之一以上。
每月数字视频广告总曝光量，P2+
(2009 年 9 月至 12 月）
|
Network |
会议地点 |
2 人以上 |
Persons 2-17 |
% 2-17 |
|
NCM |
电影院 |
48,124,089 |
12,822,901 |
27% |
|
屏幕视觉 |
电影院 |
36,530,907 |
10,140,836 |
28% |
|
TOTAL |
|
84,654,996 |
22,963,737 |
27% |
第四屏与其他媒体
Nielsen’s “Fourth Screen Network Audience Report” enables direct comparisons between digital place-based video networks and other video networks, including TV and Internet. For example, the C3 average audience for a primetime broadcast TV commercial was three million viewers age 18+ in October 2009. During that same period, video ad exposures to NCM’s and Screenvision’s movie theater networks combined for an average 61.7 million, meaning that it took about 20 primetime ads to reach the same audience as a typical month-long advertising flight on both movie theater networks.
第一份季度报告反映了 2009 年 9 月至 12 月期间积极测量的十个基于地点的数字网络。今后的报告将根据每季度主动测量的网络数量，扩大所包含网络的数量。报告提供了不同年龄和性别人口构成的平均和总分钟曝光量。
The report was assembled using Nielsen’s integrated approach of combining traffic and transaction data with demographic and qualitative data. Traffic and transaction data were gathered through standard on-site traffic counts, third-party reported transactions, and client-supplied transaction data that were either audited against third-party data or accompanied by an Affidavit of Accuracy. Custom measurements were conducted to assemble demographic and qualitative data for all venues appearing in the report. These measurements consisted of either on-site interviews, online surveys, or telephone surveys.
