哥伦比亚广播公司将通过尼尔森辛迪加服务发掘更多受众
在最近的美国大学生篮球联赛（NCAA）一级男子篮球联赛期间，哥伦比亚广播公司（CBS）四强赛的场外收视率平均提升了 18.9%，或每场比赛增加 110 万观众
纽约州纽约市 - 2017年9月21日 - 尼尔森公司（纽约证券交易所股票代码：NLSN）今天宣布，哥伦比亚广播公司（纽约证券交易所股票代码：CBS.A和CBS）已订购尼尔森的全国户外收视率报告服务。该协议立即生效，为哥伦比亚广播公司提供家庭外收视数据，包括在电视网上直播的所有节目和商业内容的收视率，以及七天的时移收视率。
"哥伦比亚广播公司首席研究官兼CBS VISION总裁大卫-波特拉克（David F. Poltrack）表示："能够对哥伦比亚广播公司的内容进行测量，并发现更多家庭以外的观众，将有助于我们以更有力的方式向客户展示我们有价值节目的广度和深度。尼尔森的 "家庭外 "服务主要针对体育节目进行讨论，但我们很高兴这项协议涵盖了哥伦比亚广播公司的所有节目，而且尼尔森在衡量总体观众方面的方向是正确的。
尼尔森是唯一一家允许用户通过选择服务查看其室内和室外综合收视率的测量公司。尼尔森全国电视收视率面板的数据和便携式收视计（PPM）捕捉到的户外收视数据，通过提供包括节目和商业内容每日收视率估算在内的每周报告，为参与客户提供了更完整、更全面的受众信息。
这项 "全国家庭外报告 "服务为网络提供了计算以前无法测量的受众的能力，是尼尔森 "总受众 "框架的重要组成部分。它为客户提供了整个媒体生态系统中一致且可比较的线性内容和广告指标。例如，在最近的 NCAA 一级男子篮球锦标赛期间，CBS 四强赛的户外收视率平均提升了 18.9%，平均收视率提高到 5.6，即每场比赛增加了 110 万观众。
“CBS has been an early adopter of our Nielsen Total Audience measurement offerings, such as out-of-home, which has allowed them to demonstrate their incremental audience lift and help to showcase the benefits to marketers,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “As viewing continues to shift across platforms, devices and delivery systems, Nielsen’s commitment to capturing and reporting all consumers’ viewing and out-of-home measurement is a key part of this evolution. We are delighted that CBS will be joining the expanding roster of Nielsen’s television clients who see the value of our National Out-of-Home Reporting service.”
The service uses Nielsen’s PPM technology from nearly 77,000 installed panelists. The PPM’s portability and low-maintenance by the panelist enables Nielsen to measure TV viewing occurring away from the home and in places such as hotels, gyms, bars, second-homes and the workplace. The syndicated service uses a fusion methodology to combine the PPM footprint across 44 local TV markets with Nielsen’s national representative panel, enabling Nielsen to represent 65% of TV U.S. households to project what people are watching outside of their homes.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
关于哥伦比亚广播公司
CBS Corporation (NYSE: CBS.A and CBS) is a mass media company that creates and distributes industry-leading content across a variety of platforms to audiences around the world. The Company has businesses with origins that date back to the dawn of the broadcasting age as well as new ventures that operate on the leading edge of media. CBS owns the most-watched television network in the U.S. and one of the world’s largest libraries of entertainment content, making its brand—“the Eye”—one of the most recognized in business. The Company’s operations span virtually every field of media and entertainment, including cable, publishing, radio, local TV, film, and interactive and socially responsible media. CBS’ businesses include CBS Television Network, The CW (a joint venture between CBS Corporation and Warner Bros. Entertainment), CBS Television Studios, CBS Studios International, CBS Television Distribution, CBS Consumer Products, CBS Home Entertainment, CBS Interactive, CBS Films, Showtime Networks, CBS Sports Network, Pop (a joint venture between CBS Corporation and Lionsgate), Smithsonian Networks, Simon & Schuster, CBS Television Stations, CBS Radio and CBS EcoMedia. For more information, go to www.cbscorporation.com.
Press Contacts
Sal Tuzzeo（尼尔森）、Sal.Tuzzeo@nielsen.comGorki De Los Santos（尼尔森）、Gorki.Delossantos@nielsen.comKelli Raftery（哥伦比亚广播公司）、kelli.raftery@cbs.com
