copyright 2000 - nielsen media research a local people meter update for the tvb research conference...
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Copyright 2000 - Nielsen Media Research
A Local People Meter UpdateFor The
TvB Research Conference
October 25, 2000
Nielsen Station Index
Copyright 2000 - Nielsen Media Research
“We applaud and fully support Nielsen Media Research’s initiative to introduce people meter technology into local markets. This brings ‘best in class’ measurement tools to local market television…..This is vital to maintaining advertiser confidence to continue investing in the methods”
Rich WilsonProcter & Gamble
Vice President, Media
QUOTE
Copyright 2000 - Nielsen Media Research
“I am strongly in favor of local people meters. I believe it’s a superior and more accurate way to evaluate local television and a stronger basis for spending our clients’ dollars. This starts bringing together national and local measurements to a common platform.”
Jon Swallen Director,
Media KnowledgeUniversal McCann
QUOTE
Copyright 2000 - Nielsen Media Research
Neutral UmpireStrive for objective measurement ofall markets
NIELSEN’S CHALLENGE:
FILL THREE ROLESArchitectHelp build andsupport newmeasures
GuardianMaintain thecurrency for the established markets
Strategic vision: To be grounded at the center
The reality: 3-way tension and continual adjusting
Copyright 2000 - Nielsen Media Research
•Proven track record- 14 Years experience- State of the art technology- More complete measure of viewing- More accurate measure of viewers
•Single Platform- Common national / local measures- Ad-buying process
- more efficient- more inclusive
•Lower Ratings?- Agency CPP adjustments- Continuous monitoring of buy- Greater confidence in local television
WHY
Copyright 2000 - Nielsen Media Research
EVOLUTION OF MEASUREMENT
•National Set Meter 1949
•Local Diaries 1954
•Local Set Meters / Diaries 1959
•National People Meters 1987
•Local People Meters 2001
Copyright 2000 - Nielsen Media Research
•Nielsen Media research National Sample Since 1987
•Standard of Measurement in more than 30 countries worldwide
AN ESTABLISHED METHOD
PEOPLE METERS . . .
Copyright 2000 - Nielsen Media Research
•Fragmentation
•Growth in Spot Advertising
•Digital Technology
--All Demand Electronic Measure of Persons
TIME FOR CHANGE
Copyright 2000 - Nielsen Media Research
Contribution to HH Rating TotalBoston, November Cycle
19951999
<1 1-2 2-3 3-4 4-5 5-6 6-7 7-8 9-10 >100%
5%
10%
15%
20%
25%
30%
35%
Rating of
Copyright 2000 - Nielsen Media Research
Viewing SourcesBoston, November Cycle
0
20
40
60
80
100
120
140
160
180
200
viewable with viewing with 5% morequarter hours viewed
19951999
num
ber
of s
ourc
es
Copyright 2000 - Nielsen Media Research
•Continuous demographic measure
•Better analytical capabilities
•Single platform for National / Local
•Larger sample sizes / single method
•Reduced relative error
•Elimination of Zero Cell
LOCAL PEOPLE METER BENEFITS
Copyright 2000 - Nielsen Media Research
Higher Response Rates
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Sample Performance IndicatorNovember 1999
Boston NationalPeople Meters
National PeopleMeters
Local Boston Meters
Local Boston Diaries
51.6%
40.0%36.1%
26.1%
Copyright 2000 - Nielsen Media Research
Larger Effective Sample SizesOne-Week Individual Day
Quarter-Hour RatingsP2+
W18+
W25-54
M18+
M25-54
T12-17
Current
PM 600Installed
Copyright 2000 - Nielsen Media Research
Larger Effective Sample SizesFour-Week Individual Day
Quarter Hour RatingsP2+
W18+
W25-54
M18+
M25-54
T12-17
Current
PM 600Installed
Copyright 2000 - Nielsen Media Research
Reduction in Relative Error
0
10
20
30
40
50
60
70
LPM 800 HH
Current
LPM 540 HH
New York, Rating = 5One weekcompared to current set-meter / diary
Women 25 - 54 Teens 12 - 17
Copyright 2000 - Nielsen Media Research
less “bounce”… greater confidence in local market viewing estimates
Net result:
REDUCTION IN RELATIVE ERROR
Copyright 2000 - Nielsen Media Research
•August, 2000 —— Recruitment begins
•September 2000 — First HH’s installed
•January 2001 —— 300 HH’s
•April 2001 ———— 420 HH’s
•July 2001 ———— 600 HH’s
6 -12 month demonstration periodstart @ 420 HH’s
TIMETABLE
Copyright 2000 - Nielsen Media Research
•Use 120 National People Meter homes
•Area Probability Methodology - use of Membership Representatives means higher demographic cooperation rates
•Two year sample turnover compared to current five year turnover
DEMONSTRATION PLAN
Copyright 2000 - Nielsen Media Research
•Household overnights; demographic overnights in future
•Monthly printed reports and data tapes
•Data calculated based on quarter-hour crediting, same as currently exists
REPORTED DATA
DEMONSTRATION PLAN:
Copyright 2000 - Nielsen Media Research
•Demonstration report and data tapes released with 10 day delay
•Official overnights released following business morning; demonstration overnights released with 4 day delay
PARALLEL DATA
DEMONSTRATION MARKET:
Copyright 2000 - Nielsen Media Research
•Custom Demographic Reports- Minute X Minute Ratings- Minute X Minute Flows- Reach and Frequency- Only-Only-Both
•Comparative Reports
DEMONSTRATION
REPORTING DURING
Copyright 2000 - Nielsen Media Research
•The current meter/diary system remains standard currency during demonstration period
•Length of demonstration based on client input
DEMONSTRATION MARKET:
PARALLEL DATA
Copyright 2000 - Nielsen Media Research
•Nine more in 3 years
•Order of selection to be determined
FUTURE MARKETS
Copyright 2000 - Nielsen Media Research
•Continuous/complete demographic measurement
•Single platform for ad-buying process
•Larger sample sizes / single method
•Improved demographic response rates
•More powerful data to evaluate programming
LOCAL PEOPLE METER UPDATE
Summary