In front of a crowd of over 100 top TV critics and media reporters who attended Nielsen’s main stage session at the Television Critic’s Association’s (TCA’s) West Coast tour on Aug. 4, 2017, in Los Angeles, Calif., Nielsen SVPs of Product Leadership Kelly Abcarian and Brian Fuhrer provided insight into the current media landscape. Specifically, Abcarian and Fuhrer addressed how consumers are changing behaviors, content is changing distribution methods and how Nielsen is leading the industry and keeping pace in this fragmented environment.
Fuhrer 指出，消费者选择的爆炸性增长导致了内容的同类增长，无论是观众还是报道这些节目的评论家，都有大量的选择可以从中受益。此外，他还向记者们介绍了尼尔森的货币衡量标准，即内容不仅是买卖的基础，还有助于界定节目的成功与否，以及尼尔森如何以跨平台的方式衡量受众。
“It’s really content at the top of the funnel, every year new content coming out that captures the imagination and the culture that we have,” said Fuhrer.
“If you think back at three television networks and four television networks and then the explosion of cable was one thing. But now the ability to have video on demand and subscription video on demand, all the over-the-top offerings, it’s amazing all the different things and how it’s keeping up with consumers’ amazing appetite for video and ways to view entertainment,” added Fuhrer.
While device proliferation originally created a challenging measurement environment, Nielsen’s Total Audience initiative and the flexibility of its solutions suite were on full display at TCA, and Abcarian presented select, actual case studies detailing how different clients are using tenants of Total Audience to research and uncover audiences beyond the traditional linear, C3 (linear commercial viewership within the three days) window.
从关注七天以外的观众（他们往往更年轻、更高端），到洞察家庭以外的观众，这些都是客户一直在寻找的机会，而只有尼尔森才能帮助业界高效地利用这些机会。
“At Nielsen we’ve really been focused on understanding that total audience. And if you think about that total audience, it’s really not a one-dimensional aspect. You have audiences that are viewing across time. You have audiences that are viewing across different platforms. And you have audiences that are viewing against different distribution opportunities,” said Abcarian.
"Abcarian 补充说："所有这些都为我们的电视节目制作人和广告商带来了巨大的机遇，这也使得测量对于了解这一不断发展的格局变得更加关键和重要。
简而言之，Fuhrer 指出，为行业创造价值一直是尼尔森的首要任务，而 "全受众 "已经实现了这一目标。
"他说："我们与客户的合作充满活力、流动性和灵活性，以确保无论消费者走到哪里，我们都能对其进行衡量。
