Total Audience is much more than a concept. Nielsen’s Total Audience vision is to create an environment where all video content and ads can be consistently measured. Over the course of 2015, we’ll begin to make our vision a reality.
After all, these days consumers—be it binge watchers, TV traditionalist or cord-cutters–have more control over their viewing than ever before. Media companies and marketers are adapting to the new realities of what and when people watch.
但是，该行业如何以公平公正的方式对不同设备和平台进行比较和衡量呢？毕竟，科技行业的参与者通常依赖于到达率，而电视网络则将平均每分钟的收视率作为许多广告交易的基础。
Nielsen’s Q1 2015 Total Audience Report spoke to this challenge, putting the different ways consumers are connecting with content on a level playing field. In fact, the report provides the industry with a fair, focused and comparable look into how many unique consumers different devices are reaching weekly, how often these devices are accessed and how long adults are spending with these devices. For instance, over 90% of U.S. adults listen to the radio each week—more than any other device or platform.
我们并没有就此止步。
At a panel discussion titled Total It Up: Counting the Total Audience during this year’s 消费者 360, Glenn Enoch, Nielsen’s SVP of Insights and Analysis, sat down with Dave Coletti, VP of Digital Media Research and Analytics, ESPN and Lisa Heimann, VP of multiplatform research for ABC and ABC Studios, to discuss this industry need of in the wake of media fragmentation and device proliferation.
如今，内容无处不在，Heimann 指出，为所有视频受众提供视线对货币化至关重要。
"视频不在一个地方。它无时无刻不在许多地方。第一步是对所有视频进行测量，第二步是对所有视频进行切片，以便我们进行销售，"ABC 的 Heimann 说。
但是，更多的内容选择和更多的设备意味着更多的数据点。解决行业和客户如何以有效、无缝和相对的方式利用这些海量数据的问题至关重要。
"这是关于价值和价值交换。我认为价值有两个方面：一是某种程度的标准化和透明度，二是语境。我拥有数以万亿计的数据点，这些数据点涉及人们如何通过内容进行移动。但这些数据与业界相比如何呢？ESPN 的 Coletti 说："我们可能在这里或那里有所收获，但与整个市场相比又如何呢？
