Innovation is key in an ever-changing media landscape, and as a result, it is imperative to have evolving, true third-party measurement. During the 2017 National Association of Television Program Executives (NATPE) conference in Miami Beach, Fla., Kelly Abcarian, senior vice president for Nielsen Product Leadership, shared our strategy to continue advancing local television measurement.
Kelly 指出，面板仍然是我们测量的基础，也是释放大型数据集的力量和优势的关键。说到我们的面板，其研究水平--从谁住在家里到他们驾驶的汽车，再到他们拥有的宠物类型--它们提供了丰富的信息和洞察力，这对广告商至关重要，也使尼尔森的数据与众不同。然而，随着媒体碎片化的加剧和观看内容的无尽选择，拥有同类最佳的真正本地市场定性数据同样重要。
Each local market is unique, and having access to robust qualitative data that capture the nuances in these communities and how people live, work and shop is critical. To address this challenge, we’re expanding the reach of Nielsen Scarborough, the leading qualitative data service in the country, across all TV markets and integrating other third-party data sets that will only help strengthen our measurement.
但我们不会止步于此。尼尔森的 "个人收视计"（PPM）技术正在扩展，以捕捉家庭内外的收视情况。PPM 设备的使用将为 44 个地方市场带来家庭外收视测量，捕捉家庭外的所有收视情况。
这些努力是我们为广播公司和广告商提供准确、有用和细化的本地测量服务，以捕捉所有本地观众收视情况的使命基础。
在 NATPE 上，Kelly 的演讲还为一场精彩而引人入胜的小组讨论做了铺垫，讨论的主题是地方电视的现状和未来测量的发展。尼尔森地方媒体业务总经理杰夫-温德（Jeff Wender）主持了小组讨论，与会者包括 MAGNA 受众情报总监斯蒂芬妮-莫拉莱斯（Stefanie Morales）、E.W. Scripps 公司广播副总裁布莱恩-劳勒（Brian Lawlor）和梅雷迪斯公司广播执行副总裁道格-洛（Doug Lowe）。
"斯蒂芬妮说："我们确实看到了地方性、甚至全国性测量的未来，那就是面板和大数据（包括机顶盒）的结合。"我认为你们所做的可能是未来电视测量的最佳方式。
我们正在对本地电视测量进行投资，利用返回路径数据丰富面板，这是测量所有收视（无论设备和位置）的基础。新功能将为所有 210 个电视市场带来持续的月度测量。
“I think what you guys are doing and what we are here talking about—it’s important,” said Brian. “We are affecting and influencing a lot to people with our content, and we need to know where they are, how they are consuming, how long they are consuming, how engaged they are…At the end of the day, we want to be those brands that really matter, but we’ve got to understand where audiences are, so we can monetize them.”
通过我们在推进本地测量方面所做的工作，媒体公司和代理商将获得更准确的数据、更高的收视率真实性和更丰富的本地洞察力。这些努力将促进媒体规划和购买，帮助买卖双方识别新的消费者细分市场，并开始转向基于印象的购买。
采用基于印象的购买方式有助于缓解购买本地电视时存在的复杂性。道格补充说："如果我们使用印象购买，那么每个人都在同一起跑线上，这让工作变得更容易，你可以将我们与其他媒体进行比较，使我们与他们处于同一起跑线上。[这]让购买电视变得更容易一些，我们能做的越多越好"。
以面板为中心，我们正在改变地方电视的衡量方式。来自机顶盒的智能、干净数据与 PPM 等其他大型数据源的整合将为收视率带来稳定性。来自 Scarborough 或其他第三方数据提供商的本地市场买家数据将增强测量效果。最终，这些步骤将帮助我们掌握本地市场的所有收视情况。
“Three years ago, I was really worried about what audience measurement was going to look like a couple years down the road,” said Brian. “Finally we have our arms around it. We are finally being realistic that we have to capture all of that [viewing], and all of that is valuable…All these things are the right step forward, they have given me hope.”
