Nielsen Expected to Roll Out Total Audience Measurement Tool


Nielsen Expected to Roll Out Total Audience Measurement Tool

By Burt Carey

For the past 65 years the Nielsen Company has been the standard bearer for measuring television viewership. With the emergence of digital video recording, video on demand and mobile devices, advertisers and broadcasters alike have been clamoring for a tool to measure total viewership TV_highqualityacross all platforms.

Nielsen is about to give them what they’ve been asking for.

According to AdWeek’s Jason Lynch, Nielsen’s total audience measurement will be available to its clients in December, finally giving the industry a multitude of data that tracks not only live televised programs but detailed analysis on that program’s multi-platform viewings for more than a month after its initial airing. The system has been under construction for two years.

Nielsen’s traditional ratings system has depended on 20,000 randomly selected households to record their TV-watching habits for a week. But television has expanded so rapidly in the past decade that live television tells only part of the story.

Advertisers, who spend some $70 billion a year, want more definitive data to ensure their products and services reach specific audiences.

Tests of the Nielsen total audience measurement system have demonstrated a variety of ways advertisers and broadcast executives can use to target different demographic groups and make adjustments as needed. The technology will enable Nielsen to remove duplicate viewers – individuals who watch the same program on multiple platforms – from their tabulations.

One test revealed in the AdWeek story took a snapshot of one client’s broadcast drama in September that showed just how powerful and complex the Nielsen tool is. It found that 45 percent of the show’s audience watched during its live airing, while another 32 percent watched it within the following seven days via DVR. Another 2 percent watched the show on DVR from eight to 35 days after the initial airing. Further, 7 percent of the audience watched the episode via video on demand during the 35 days following its airing, 6 percent using a connected TV device, and 8 percent watched the show via streaming on a personal computer, mobile device or tablet.

What ad and TV executives found truly interesting is that 64 percent of the live airing audience was made up of viewers aged 50 and older, but only 15 percent of that audience was made up of those in the 25-34-year-old demographic. Within that 25-34 demographic, 22 percent watched the show via connected TV device, and 18 percent tuned in digitally (with PCs, mobile devices or tablets).

“Through total audience, we’re now picking up all of their viewing across DVR, VOD and connected TV, and able to add that together so they can get a real sense of their audiences, and not just be restricted to reporting out or talking about their live audiences,” said Nielsen executive vice president Megan Clarken, who is leading the project. “Live and DVR is very dominant in the older demographics, very less predominant in the younger demographics, so being able to measure that is extremely valuable.”

Nielsen’s viewership pool will increase to 40,000 households, and the company is partnering with media, cable and satellite companies to install its software development kit to further its data collection on new media platforms.

Nielsen’s total audience measurement will be available to its clients in December and will be fully rolled out in 2016.


Source:  Sportsmans Lifestyle


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