Nielsen Local Audience Ratings Quadruple Sample Size in Metered Markets,
Double Sample Size in Diary Markets;
Build Foundation for Local Cross‐Platform Measurement
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Flavie Lemarchand-Wood, 646.654.4436
NEW YORK – July 20, 2012 – Nielsen, a leading provider of information and insights into what consumers watch and buy, today announced a comprehensive plan for upgrading its Nielsen Local Audience Ratings, the standard used by the Local Media advertising industry. Nielsen’s next generation Local Audience Ratings will meet the key needs of its clients and the industry by dramatically increasing sample sizes and stability across all local markets.
Nielsen plans to increase the sample sizes by employing a hybrid measurement methodology combining Nielsen’s existing panels, new proprietary measurement technology currently referred to as Nielsen Code Reader and complementary return path data (RPD), commonly obtained from set top box devices. Nielsen is evaluating the availability and viability of RPD data for the industry. These plans have been developed through an extensive client review process. Nielsen has presented its Local Audience Ratings plan to the Media Ratings Council (MRC) and is working closely with the MRC to meet the standards set by the industry.
“Our clients’ priorities are clear: improved ratings stability and cross‐platform measurement,” said Matt O’Grady, executive vice president and managing director of Local Media at Nielsen. “Nielsen will dramatically increase sample sizes while maintaining the critical principle of market representation. Additionally, Nielsen has developed market leading computer, tablet, and smartphone meters to capture all viewers, all consumers, all segments. This will be the foundation for cross‐platform measurement.”
尼尔森的计划将改善本地人流量计（LPM）、套装流量计和日记市场的测量。从2012年第四季度开始，尼尔森读码器将在以下LPM市场开始安装：圣路易斯、达拉斯和夏洛特。在这些市场之后，还将在五个集群计价器市场安装尼尔森读码器：纳什维尔、格林维尔、伯明翰、阿尔伯克基和新奥尔良。尼尔森将很快宣布 12 个入门日记市场。
尼尔森计划将为广播电台和地方有线电视提供更详细、更稳定的节目和广告销售数据，使广告代理公司和广告商能够更有效地运作。
- Specific client benefits of Nielsen’s Local Audience Ratings include:
- 将本地人计量表和设置计量表市场的有效样本量增加了四倍，将日记市场的有效样本量增加了一倍，从而显著减少了评级变化和零评级期；
- 在所有市场中保持具有代表性和可预测的概率样本；
- 在所有市场持续进行电子测量；
- 改进对长尾节目源的测量。
尼尔森本地观众收视率将通过以下投资实现：
- 新的专有家庭电视测量技术，包括一种突破性的水印捕捉设备，目前称为尼尔森读码器；
- Unique hybrid approach utilizing Nielsen’s Local People Meter and Set Meter panels and return path data from a variety of participating cable and satellite providers.
这一举措还为本地网络、平板电脑和移动设备的跨平台测量和综合媒体/购买分析以及纸质日记的转型奠定了基础。
“With the local market becoming more fragmented, and the need for representative measurement still important, we fully support projectable increased sample sizes in local markets,” said Brad Adgate, senior vice president and Director of Research at HORIZON MEDIA. “Nielsen’s unique new metering technology, the code reader, shows true promise and will be a more reliable form of data collection than the current state of return path data, which has certain limitations in measuring viewers.”
“We are encouraged that Nielsen has announced its hybrid measurement improvements that hold the promise of an enhanced service,” said Jim Babb, executive vice president and chief operating officer for Bahakel Communications. “We believe that the substantial sample size increase anticipated will be a big improvement for stabilizing ratings. The new “code reader” combined with set‐top‐box return path data are a promising strategy for increasing sample sizes. We’re pleased that Nielsen is taking the initiative both to improve its legacy TV ratings service while also investing in timely preparation for an emerging cross‐platform media environment ahead.”
Preliminary data will become available for the twenty introductory markets in 2013, beginning with the LPM markets. All markets will have a parallel period of three to six
months to evaluate, comment, and prepare for the new ratings while using the existing service. Rollouts across the 190 remaining markets are expected to be completed within approximately two years from gaining client acceptance in the introductory markets. Nielsen will continue its extensive industry education and feedback gathering campaign, as client acceptance of these revised methodologies is critical to implementation.
关于尼尔森
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.
