尼尔森音频通过全年月度报告改变日用品市场测量方法

New York, NY – Sept. 24, 2018 - Nielsen announced today it will transform the measurement of markets that are measured with the audio diary from a quarterly or two times a year view to year-round measurement with monthly reporting. This more dynamic measurement solution enables clients to see seasonal shifts and react more quickly to marketplace changes. With this transition, radio will be able to find new insights and tell its reach story to advertisers each month.

"尼尔森音频业务董事总经理布拉德-凯利（Brad Kelly）说："价值数十亿美元的大型广告商不会放过任何机会。"他们的每项决策都是由数据驱动的，而最新的受众数据对于及时决策至关重要。尼尔森音频很高兴能帮助日记市场的客户更好地了解音频市场的状况，并对动态的市场条件做出更快的反应。持续的日记测量将帮助广播更频繁地强化其引人注目的覆盖范围，并提供新鲜的广播数据来推动营销组合模型--大型广告商赖以分配预算和评估广告支出效果的决策工具。

连续日记本测量将分阶段开始实施，第一个阶段将于 2019 年 7 月在目前每年测量四次的市场开始实施。从 2019 年 5 月/6 月/7 月报告期开始，目前的四次市场将转换为 12 次货币发布，包括三个月的数据。自 2019 年 7 月起，大约 70% 的广播广告支出将由尼尔森音频公司按月报告。

“With digital advertising providing near real-time metrics and TV moving to a year-round model, audio needs to compete on a level playing field,” said Jeff Warshaw, CEO, Connoisseur Media and vice-chair, Nielsen Audio Advisory Council. “As a client and member of the Advisory Council, I’ve challenged Nielsen to think differently and deliver a better solution. This is an important step forward for diary market clients because it will help audio remain relevant in an environment where advertisers expect more timely data and greater accountability.  We should never forget that our advertiser clients are what matter most. They deserve the most timely data we can provide.”

今后，尼尔森计划在至少有 1,000 个地铁站的市场提供涵盖 6 个月数据的月度报告，在最小的市场提供涵盖 12 个月数据的月度报告。  

目前，尼尔森每年四次（冬季、春季、夏季和秋季）报告大型日化市场，每年两次（春季和秋季）报告中型日化市场，春/秋季和秋/春季两次报告小型日化市场。