尼尔森宣布 "印象先行计划 "并将于 2022 年 1 月将宽带家庭纳入本地测量范围

全行业向基于印象的购买转变正逢其时

New York, NY — Sept 21, 2021 — Nielsen (NYSE: NLSN) announced today that it will take the lead on an “Impressions First Initiative” to support an industrywide move to impressions-based buying and selling in local markets across the U.S.  The move to impressions will occur in conjunction with the integration of broadband only (BBO) homes into Nielsen’s local measurement metrics in January 2022. The move to an impressions-based currency will deliver a more complete, precise and representative audience measurement, along with the added benefit of enabling cross-platform audience measurement. In today’s fragmented media landscape, the move to impressions lays the groundwork for implementing Nielsen ONE across local, national and digital measurement.

BBO 家庭的加入将使整个行业迅速过渡到印象交易。印象代表所有观众，与平台无关--鉴于BBO家庭在本地市场的显著和不断增长的渗透率，这一点尤为重要。两年多来，尼尔森一直在与媒体和广告业合作，为将 BBO 家庭纳入其 56 LPM 和集表市场的本地电视测量做准备。

"尼尔森首席执行官大卫-肯尼（David Kenny）表示："尼尔森致力于测量所有受众和本地市场的完整视频消费。"印象是所有屏幕、节目、听众和观众的平衡器。尼尔森优先报告印象的举措将有助于规范其衡量广告和内容的方式，从而提高全国、地方和数字的可比性，这也符合尼尔森推动可比指标的倡议，而可比指标是Nielsen ONE 的基础。"

美国最大的地方广播集团 Nexstar Media Group Inc：

"Nexstar Media Group Inc.董事长兼首席执行官佩里-苏克（Perry Sook）说："我们相信，将BBO家数纳入本地测量指标，对确保每个观众都被计算在内至关重要。"这也使买家和卖家能够对跨平台的所有视频进行比较，使他们能够最全面地了解观众的消费和行为，并促进自动购买。 

“Broadcasters have known for years that our content is being viewed inside and outside the home on many devices and services,” said Jordan Wertlieb, president of Hearst Television. “This move to impression-focused selling is something that will not only allow the most-watched content to get the full credit it deserves, but will also allow our clients to truly see the unique value proposition we offer:  the best environment with the largest reach.”

“Agencies and advertisers are eager for Nielsen to incorporate BBO homes into local TV samples beginning January 2022,” said Bernie Shimkus, VP, Director of Research & Consumer Insights, Harmelin Media. “Over the years, the number of BBO homes has more than tripled in the U.S. from about 3% in 2015 and now accounts for at least 20% of local TV homes today. The inclusion of BBO homes is essential to local TV measurement and will also facilitate the move to impressions-based buying of local TV.”

“As a leader in the transition to impression-based investment for local over the past six years, we at MAGNA Global support and appreciate Nielsen’s prioritization of reporting on impressions,” said Kathy Doyle, EVP, Managing Director, Local Investment, MAGNA Global. “In moving forward to a more data informed approach whereby we target more representative and inclusive audiences, impressions are absolutely the core building block that we must start with as an industry.”

尼尔森支持整个行业在 2022 年 1 月从收视率向印象率转变，与此同时，尼尔森将在其软件系统（Arianna、NLTV、eVip）中把本地报告设置默认为印象率，并在所有对外沟通中以印象率为主导。最终用户仍可使用收视率进行规划。 

“Nexstar’s sales teams have been working toward the transition to selling impressions in coordination with a number of our largest clients, as it is the best way to make sure that no viewer goes uncounted,” said Andrew Alford, President of Broadcasting for Nexstar Media Inc. “We expect to be transacting on impressions exclusively in early 2022, so Nielsen’s decision to implement an impressions-based measurement metric at the same time is a very welcome development.”

尼尔森此前宣布 BBO 的实施日期为 2021 年 10 月，应业界要求，最终决定于 2022 年 1 月开始实施。新的时间安排将使尼尔森能够发布由媒体评级委员会（MRC）审核和审查的官方 BBO UE。除了提供一个月的影响数据外，1月份的实施还将包括所有BBO家庭。增加 BBO 家庭将大大增加报告样本量，并捕捉可能缺失的印象，尤其是体育和 OTT 内容。