loc al watch - nielsen · 2019-05-29 · 2 local watch report 2016 elections: casting the deciding...
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1LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
L O C A L WATC HWHERE YOU LIVE AND ITS IMPACT ON YOUR CHOICESjanuary 2016
2 LOCAL WATCH REPORT
2016 ELECTIONS: CASTING THE DECIDING VOTEROCKING THE YOUNG VOTE THROUGH LOCAL MEDIA
With each passing day, the line between traditional linear TV and
digital programming continues to blur. For viewers it’s a win-win as
they increasingly access content on their own terms. Today, you can
find Smart TVs in 20% of U.S. households, with many urban cities like
Washington, D.C., Seattle and Orlando leading the way. Subscription
video-on-demand (SVOD) and tablet ownership are rapidly increasing.
Almost half of U.S. homes have access to SVOD and Tablet ownership is
at 56%.
It’s important to consider to the degree to which the proliferation of
these technologies influence different markets. Washington, D.C. and
tech-savvy markets such as San Francisco and Seattle top the list for
many of these technologies. However, in the past 18 months, cities like
Detroit, Miami and Pittsburgh achieved high single-digit or double-digit
gains in Smartphone, SVOD and/or Tablet penetration.
Despite the cross-country explosion of devices, TV universally remains
the preferred source to view content. According to the latest Q3 Total
Audience Report, Americans spend four hours and seven minutes per
day watching live TV and another 28 minutes watching time-shifted TV.
And while consumers continue to have an array of choices to watch
content, when it comes to must-see events such as political debates and
political news coverage, live TV is king. In 2016, as in previous election
years, local TV will play a major role in helping shape the American
political landscape.
In this edition of the Local Watch Report, we turn our focus to young
voters. In the fight for the Oval Office, the ability to connect with these
consumers remains a critical challenge for the candidates. Young voters
represent over a quarter of all U.S. registered voters, so understanding
their media touchpoints, lifestyles and voting habits is key to optimizing
advertising potential and capturing their attention.
3LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
Today’s young voters are multicultural, single and work white collar
jobs. When you compare them to older generations, 40% have an
ethnic background – 18% Hispanics, 13% African Americans and 8%
Asian/other. And while young voters tend to be early adopters of new
technologies and social media, they are not as elusive as we may think.
On average, 78% of young voters view broadcast TV weekly and nearly
half of them watch local news. Additionally, they are 32% more likely to
agree that social media is an important way to find news and 25% more
likely to have visited a broadcast media website in the past 30 days.
Traditional media paired with digital and social platforms can be an
effective way for campaigns to connect more quickly and efficiently with
young voters whether at home or on-the-go.
4 LOCAL WATCH REPORT
Source: NLTV NOV2015, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc)
AVERAGE TIME spENT pER DAY (HH:MM)
WHILE VIEWInG IS InCrEaSInGLy FraGMEnTED, LIVE TV STILL MaKES uP THE BuLK OF HOW WE WaTCH
LIVE TV WATCHING TIME-SHIFTED TV USING A MULTIMEDIA DEVICE
4:42
4:37
4:38
4:20
4:31
4:19
4:12
4:30
4:16
3:49
4:01
3:47
3:45
3:40
3:33
3:50
3:42
3:44
3:31
3:25
3:33
3:23
3:21
3:04
2:45
0:56
0:52
0:41
0:55
0:42
0:48
0:52
0:34
0:36
0:54
0:40
0:51
0:52
0:50
0:55
0:38
0:40
0:32
0:43
0:44
0:36
0:43
0:35
0:40
0:39
0:09
0:12
0:18
0:11
0:07
0:14
0:17
0:10
0:10
0:14
0:15
0:15
0:10
0:18
0:15
0:13
0:11
0:10
0:14
0:17
0:16
0:13
0:15
0:15
0:17
CLEVELAND
DETROIT
BALTIMORE
ST LOUIS
PITTSBURGH
CHARLOTTE
ATLANTA
PHILADELPHIA
TAMPA
PHOENIX
HOUSTON
DALLAS
CHICAGO
ORLANDO
SACRAMENTO
NEW YORK
BOSTON
MIAMI
PORTLAND
DENVER
WASHINGTON, DC
SEATTLE
MINNEAPOLIS
LOS ANGELES
SAN FRANCISCO
AVERAGE TIME spENT VIEwING pER DAY bY HIspANICs IN TOp LpM MARKETs
AVERAGE TIME spENT VIEwING pER DAY bY AFRICAN-AMERICANs IN TOp LpM MARKETs
5LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
LIVE TV WATCHING TIME-SHIFTED TV USING A MULTIMEDIA DEVICE
4:05 3:59 4:04 3:22 3:37 3:26 3:25 3:14 3:17 2:54
0:31 0:25 0:20 0:41 0:22 0:30 0:30 0:31 0:18
0:27
0:14 0:10 0:17 0:09 0:11 0:11 0:10
0:05 0:08 0:19
DENVER
NEW YORK
PHOENIX SACRAMENTO
HOUSTON
LOS A
NGELES
DALLA
S
CHICAGO
MIA
MI
SAN FR
ANCISCO
AVERAGE TIME spENT VIEwING pER DAY bY HIspANICs IN TOp LpM MARKETs
AVERAGE TIME spENT VIEwING pER DAY bY AFRICAN-AMERICANs IN TOp LpM MARKETs
Source: NLTV NOV2015, African American, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc)
Source: NLTV NOV2015, Hispanic, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc)
LIVE TV WATCHING TIME-SHIFTED TV USING A MULTIMEDIA DEVICE
7:03 6:39 6:00 5:57 5:58 5:24 5:37 5:21 5:00 4:20
0:54 0:33
0:50 0:44 0:40 0:56 0:38 0:41
0:35 0:58
0:07 0:12 0:10 0:04 0:15 0:21 0:06 0:10
0:11 0:21
DETROIT
PHILADELP
HIA
CHICAGO
HOUSTON
DALLAS
ATLANTA
NEW
YORK W
ASHIN
GTON, D
C
MIA
MI
LOS A
NGELES
6 LOCAL WATCH REPORT
sTREAMING CONTENT VIA YOUR TELEVIsION
Source: NPOWER Nielsen Custom Data, SmartTV Capable and Enabled (custom list) HHs based on Avg Scaled installed counts, NOV 15, 2015
aS SMarT TV PEnETraTIOn InCrEaSES, MOrE anD MOrE HOuSEHOLDS HaVEaCCESS TO STrEaMInG COnTEnT DIrECTLy THrOuGH THEIr TV SET
SMART TV OWNERSHIP YOY DIFFERENCE IN PERCENTAGE POINTS
20%
OF ALL HOUSEHOLDSHAVE A SMART TV
28%
25%
25%
25%
25%
24%
24%
24%
23%
23%
22%
22%
22%
21%
21%
21%
21%
21%
20%
20%
20%
20%
18%
18%
17%
12%
9%
9%
7%
7%
6%
10%
4%
4%
6%
7%
6%
6%
7%
9%
7%
8%
7%
6%
7%
8%
7%
5%
8%
4%
WASHINGTON, DC
SEATTLE
ORLANDO
DALLAS
NEW YORK
HOUSTON
DENVER
SAN FRANCISCO
SACRAMENTO
LOS ANGELES
BOSTON
PHOENIX
CHICAGO
MINNEAPOLIS
DETROIT
BALTIMORE
PORTLAND
MIAMI
ATLANTA
CLEVELAND
ST. LOUIS
CHARLOTTE
PHILADLEPHIA
PITTSBURGH
TAMPA
7LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
sTREAMING CONTENT VIA YOUR TELEVIsION sMARTpHONE pENETRATION AT 82%
Source: Mobile Insights, P13+, NOV2015 vs NOV2014
SMarTPHOnE PEnETraTIOn HaS InCrEaSED FIVE PErCEnTaGE POInTS SInCE nOVEMBEr 2014
89% DaLLaS
89% HOuSTOn
88% TaMPa
88% POrTLanD
88% San FranCISCO
87% DEnVEr
86% aTLanTa
86% OrLanDO
86% MInnEaPOLIS
85% BaLTIMOrE
85% CHICaGO
85% DETrOIT
85% SEaTTLE
85% ST. LOuIS
85% BOSTOn
84% SaCraMEnTO
84% MIaMI
84% CHarLOTTE
84% WaSHInGTOn, DC
83% LOS anGELES
83% PHOEnIX
82% PHILaDELPHIa
80% nEW yOrK
79% PITTSBurGH
75% CLEVELanD
+12% TaMPa+11% SaCraMEnTO+11% DETrOIT+10% MInnEaPOLIS +9% POrTLanD +9% CLEVELanD +8% San FranCISCO +8% ST. LOuIS +8% PITTSBurGH +7% BaLTIMOrE
TOp 10 MARKETs wITH THE LARGEsT GAINs sINCE
NOVEMbER 2014
8 LOCAL WATCH REPORT
sMARTpHONE pENETRATION HIGHER AMONG HIspANICs AND AFRICAN-AMERICANs
Source: Mobile Insights, Hispanic/Black P13+, NOV 2015
BaSED On TOP 10 HISPanIC anD aFrICan-aMErICan LPM MarKETS
89% SACRAMENTO87% DALLAS86% HOUSTON85% SAN FRANCISCO85% DENVER84% PHOENIX81% MIAMI80% LOS ANGELES79% NEW YORK78% CHICAGO
TOTaL uS SMarTPHOnE PEnETraTIOn 82%
97% MIAMI95% DALLAS92% LOS ANGELES91% CHICAGO90% PHILADELPHIA89% ATLANTA89% WASHINGTON, DC88% DETROIT88% HOUSTON77% NEW YORK
HIspANICAFRICAN-
AMERICAN
83% TOTAL HISPANIC (US) 88% TOTAL AFRICAN-AMERICAN (US)
9LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
+9% WaSHInGTOn, DC+8% SEaTTLE+5% MInnEaPOLIS+5% BaLTIMOrE+5% MIaMI+4% SaCraMEnTO+3% PITTSBurGH+3% PHILaDELPHIa+3% BOSTOn+3% PHOEnIX
TOp 10 MARKETs wITH THE LARGEsT GAINs sINCE
NOVEMbER 2014
Source: Mobile Insights, Video penetration among smartphone owners, P13+, NOV2015, monthly reach percent (Quarterly release schedule)
MObILE VIDEO GROws wITH INCREAsEs IN sMARTpHONE pENETRATION
9
39%
38%
36%
35%
34%
33%
33%
33%
33%
32%
32%
31%
31%
31%
30%
30%
30%
29%
29%
28%
28%
27%
26%
24%
21%
WASHINGTON, DC
SEATTLE
MIAMI
SAN FRANCISCO
DALLAS
BALTIMORE
ORLANDO
ATLANTA
PHOENIX
HOUSTON
MINNEAPOLIS
SACRAMENTO
LOS ANGELES
NEW YORK
DENVER
CHICAGO
PORTLAND
TAMPA
BOSTON
ST. LOUIS
PHILADELPHIA
CHARLOTTE
PITTSBURGH
DETROIT
CLEVELAND
PErCEnT WHO WaTCHED MOBILE VIDEO In THE PaST MOnTH
10 LOCAL WATCH REPORT
TAbLET pENETRATION AT 56%
Source: Nielsen NPOWER, NOV 15, 2015 (vs. NOV 15, 2014). Scaled Installed Counts, HHs with at least one tablet
TaBLET PEnETraTIOn HaS InCrEaSED EIGHT PErCEnTaGE POInTS SInCE nOVEMBEr 2014
68% WaSHInGTOn, DC
65% aTLanTa
63% BaLTIMOrE
63% nEW yOrK
62% BOSTOn
60% LOS anGELES
60% San FranCISCO
60% SEaTTLE
58% HOuSTOn
57% DETrOIT
57% TaMPa
57% PHILaDELPHIa
56% OrLanDO
56% CHICaGO
56% MIaMI
55% DEnVEr
55% PHOEnIX
54% ST. LOuIS
54% SaCraMEnTO
53% DaLLaS
53% MInnEaPOLIS
52% CHarLOTTE
52% CLEVELanD
52% POrTLanD
48% PITTSBurGH
+16% ST. LOuIS+12% PHILaDELPHIa+12% MIaMI+12% SEaTTLE+11% TaMPa+10% LOS anGELES+10% nEW yOrK +9% BOSTOn +9% DETrOIT +9% WaSHInGTOn, DC
TOp 10 MARKETs wITH THE LARGEsT GAINs sINCE
NOVEMbER 2014
11LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
Source: NPOWER, NOV 15, 2015 Installed Count of Homes with access to a subscription VOD service (Excl. BBO Homes)
sUbsCRIpTION VOD pENETRATION AT 48%
HOuSEHOLDS WITH aCCESS TO nETFLIX, aMaZOn PrIME Or HuLu PLuS
59% WaSHInGTOn, DC
58% SEaTTLE
57% POrTLanD
56% San FranCISCO
56% LOS anGELES
54% BOSTOn
54% nEW yOrK
54% BaLTIMOrE
53% DEnVEr
52% DaLLaS
52% PHOEnIX
51% aTLanTa
51% CHICaGO
51% PHILaDELPHIa
51% CHarLOTTE
51% SaCraMEnTO
50% MInnEaPOLIS
48% OrLanDO
46% HOuSTOn
45% ST. LOuIS
45% MIaMI
45% DETrOIT
44% CLEVELanD
42% TaMPa
41% PITTSBurGH
TOp 10 MARKETs wITH LARGEsT GAINs sINCE
NOVEMbER 2014
+15% PHILaDELPHIa+11% PITTSBurGH+11% DaLLaS+10% DETrOIT+10% CHarLOTTE+10% LOS anGELES+10% BaLTIMOrE+10% CLEVELanD+10% SEaTTLE+10% MIaMI
12 LOCAL WATCH REPORT
Source: NPOWER, NOV 15 2015 Scaled Installed Count of Homes with access to a subscription VOD service (Excl. BBO Homes)
52% PORTLAND50% SEATTLE50% BOSTON49% SAN FRANCISCO49% LOS ANGELES49% WASHINGTON, DC49% NEW YORK48% ATLANTA48% DENVER48% CHARLOTTE
34% SEATTLE32% WASHINGTON, DC28% PORTLAND26% SAN FRANCISCO26% BALTIMORE26% BOSTON24% DENVER23% NEW YORK23% PHOENIX22% SACRAMENTO
13% PORTLAND13% CHARLOTTE12% PHOENIX12% ATLANTA11% WASHINGTON, DC11% LOS ANGELES10% NEW YORK10% CHICAGO 9% DENVER 9% BALTIMORE
NETFLIX AMAZONpRIME
HULUpLUs
44% NETFLIX TOTAL US 19% AMAZON TOTAL US 10% HULU PLUS TOTAL US
SUBSCRIPTION VOD CAN VARY BY MARKETpERCENTAGE OF HOUsEHOLDs wITH ACCEss TO NETFLIX, AMAZON pRIME OR HULU pLUs
13LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
IMPACT OF TIME-SHIFTING AND VOD ON PRIMETIME
Source: Nielsen NPOWER, Nov 2015, Based on duration weighted average ratings for prime telecasts with recently telecast VOD contribution among externally reportable networks, includes only programming encoded for measurement, Live+7, P18+ in LPM markets
LIVE VIEWING TIME-SHIFTED VIEWING WITHIN 7 DAYS RECENTLY TELECAST VIDEO ON DEMAND (VOD)
MIAMI
LOS ANGELES
HOUSTON
DETROIT
DENVER
DALLAS
CLEVELAND
CHICAGO
CHARLOTTE
BOSTON
BALTIMORE
WASHINGTON, DC
TAMPA
ST LOUIS
SEATTLE
SAN FRANCISCO
SACRAMENTO
PORTLAND
PITTSBURGH
PHOENIX
PHILADELPHIA
ORLANDO
NEW YORK
61%
59%
59%
53%
58%
54%
60%
54%
57%
51%
58%
32%
33%
38%
42%
39%
44%
34%
41%
40%
45%
35%
ATLANTA 52% 42% 6%
7%
8%
3%
5%
3%
3%
6%
5%
3%
4%
8%
MINNEAPOLIS 64% 31% 5%
60%
49%
65%
48%
68%
56%
41%
51%
49%
59%
59%
57%
34%
47%
27%
49%
26%
38%
53%
42%
42%
38%
36%
34%
5%
4%
8%
3%
6%
6%
6%
6%
9%
3%
5%
9%
25 MARKET AVG 56% 38% 5%
14 LOCAL WATCH REPORT
2016 ELECTION:CAPTURING THE
YOUTH VOTE
15LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
YOUNG VOTERSADULTs 18-34 wHO ARE REGIsTERED TO
VOTE IN THEIR DIsTRICT
Source: Nielsen Scarborough USA+ Release 1 2015Base: U.S. Adults Registered To Vote In Their District Of Residence
OVER 51 MILLION
rEPrESEnT 26% OF u.S. aDuLTS rEGISTErED TO VOTE In THEIr DISTrICT
16 LOCAL WATCH REPORT
HOW DO YOUNG VOTERS IDENTIFY THEMSELVES?HALF OF YOUNG VOTERs FALL INTO INDEpENDENT OR NON-AFFILIATED CATEGORIEs
29%
16%13% 10%
DEMOCraT
nOnE OF THESE
InDEPEnDEnT BuT FEEL CLOSEr TO DEMOCraT
InDEPEnDEnT BuT FEEL CLOSEr TO rEPuBLICan
92
123
21%
rEPuBLICan
83
96
11%
InDEPEnDEnT
97
150
Source: Nielsen Scarborough USA+ Release 1 2015Base: U.S. Adults 18+ Registered To Vote
Index to US AdUltS RegISteRed to Vote
17LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
Source: Nielsen Scarborough USA+ Release 1 2015, Based on Top 25 LPM Markets onlyBase: U.S. Adults Registered To Vote In Their District Of Residence
WHERE WILL YOU FIND THE YOUNG VOTERS?YOUNG VOTER pENETRATION ACROss THE TOp 25 LpM MARKETs
ConSIdeRed A BAttlegRoUnd StAte
DENVER 29%
HOUsTON27%
sT. LOUIs26%
TAMpA22%
DALLAs 25%
ATLANTA27%
CHARLOTTE27%
MIAMI25%
ORLANDO24%
wAsHINGTON, DC 29%
bALTIMORE 28%
LOs ANGELEs 29%
pORTLAND 27%
sEATTLE 26%
sACRAMENTO27%
sAN FRANCIsCO
23%
MINNEApOLIs26% pHILADELpHIA
26%DETROIT26%
pITTsbURGH25%
CLEVELAND24%
bOsTON26%
NEwYORK26%
CHICAGO26%
pHOENIX 29%
26%nAtIonAl AVeRAge
18 LOCAL WATCH REPORT
184 ST.LOUIS182 PORTLAND176 ORLANDO159 BOSTON156 DENVER
INDEPENDENT
FINDING YOUR VOTER WITH LOCAL NEWSTOp FIVE LpM MARKETs THAT OVER-INDEX FOR YOUNG VOTERs wHO wATCH LOCAL NEws
159 PITTSBURGH156 DETROIT152 MIAMI142 ATLANTA140 CHICAGO
DEMOCRAT
173 MINNEAPOLIS128 DALLAS120 HOUSTON112 PITTSBURGH112 CHARLOTTE
REPUBLICAN
Source: Nielsen Scarborough USA+ Release 1 2015 based on top 25 LPM markets only; Political Affiliation is Self-IdentifiedBase: Total U.S. Adults 18-34Target: Adults 18-34 Registered to Vote in Their District of Residence Who Watch Any Local News (Morning, Daytime, Evening)
19LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
DIVERSITY IN THE YOUNG VOTERNEARLY 40% OF YOUNG VOTERs COME FROM AN ETHNIC bACKGROUND
aFrICan-aMErICan HISPanIC
aSIan/OTHEr
Index to U.S. AdUltS RegISteRed to Vote
WHITE
61%
86
13%18%
8%
108 156 139
Source: Nielsen Scarborough USA+ Release 1 2015Base: U.S. Adults Registered To Vote In Their District Of Residence
20 LOCAL WATCH REPORT
Source: Nielsen Scarborough USA+ Release 1 2015 Base: U.S. Adults 18-34 Registered To Vote In Their District Of Residence; Blue Collar and White Collar Based on US Adult 18-34 Voter Employment Status
YOUNG VOTERS ARE SINGLE AND WHITE COLLARACROss ETHNICITY, YOUNG VOTERs ARE MORE LIKELY TO bE sINGLE AND wHITE COLLAR
18-34 RegISteRed to Vote In tHeIR dIStRICt
HISpAnIC
13%
16%
38%
32%
AFRICAn-AmeRICAn
7%12%
35%
46%WHIte
18%
19%
36%
27%
mARRIed men mARRIed Women SIngle men SIngle Women
33%
42%
28%
43%
29%
47%
BlUe CollAR WHIte CollAR
THE SInGLE VOTE IS STrOnGLy rEPrESEnTED By aFrICan-aMErICan FEMaLES
HISpAnIC AFRICAn- AmeRICAn
WHIte
21LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
WEIGHING ON THE MINDS OF YOUNG VOTERSUNDERsTANDING VOTER VIEwpOINTs AND HOw THEY MAY
IMpACT THE pOLLs
“pRAYER Is pART OF MY DAILY LIFE” 59%
“CONCERNs AbOUT sECURITY HAVE MADE ME LEss LIKELY TO TRAVEL”
“THE GOVERNMENT sHOULD pAY MORE ATTENTION TO ENVIRONMENTAL IssUEs” 75%
“bUYING AMERICAN Is IMpORTANT TO ME” 72%
“THE ECONOMY HAs A DIRECT EFFECT ON MY spENDING”
“IT Is IMpORTANT TO KEEp Up TO DATE ON CURRENT NEws AND EVENTs”
58%
68%
Source: Nielsen Scarborough USA+ Release 1 2015, GfK/MRI Attitudinal Insights Data Base: U.S. Adults 18-34 Registered To Vote In Their District Of Residence
50%
22 LOCAL WATCH REPORT
REACH YOUNG VOTERS WITH LOCAL MEDIATRADITIONAL MEDIA pAIRED wITH DIGITAL AND sOCIAL Is AN EFFECTIVE wAY TO REACH YOUNG VOTERs
Source: Nielsen Scarborough USA+ Release 1 2015Base: US Adults 18-34 Registered to Vote In Their District of Residence
78% 49% 25% 32%
WAtCHed BRoAdCASt tV
In tHe pASt WeeK
tYpICAllY WAtCHloCAl neWS
moRe lIKelY to VISIt A
BRoAdCASt medIA WeBSIte In
pASt 30 dAYS
moRe lIKelY to AgRee tHAt SoCIAl
netWoRKIng IS ImpoRtAnt to FInd
InFoRmAtIon ABoUt neWS
+ + +
23LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company
ON-THE-GO VOTERS ARE CONNECTED TO LOCAL MEDIAYOUNG VOTERs ARE 26% MORE LIKELY TO DOwNLOAD A MEDIA App
Source: Nielsen Scarborough USA+ Release 1 2015Base: U.S. Adults Registered To Vote In Their District Of Residence
wAYs UsED INTERNET/Apps IN pAsT 30 DAYs
148 130 125 121lISten to
loCAl RAdIoStAtIon onlIne
loCAl/CommUnItY
eVentS
get loCAl neWS
ACCeSS tRAFFIC/WeAtHeR
Index to US AdUltS RegISteRed to Vote
24 LOCAL WATCH REPORT
ABoUt nIelSen Nielsen Holdings plc (NYSE: NLSN) is a global performance
management company that provides a comprehensive understanding
of what consumers watch and buy. Nielsen’s Watch segment provides
media and advertising clients with Total Audience measurement
services for all devices on which content — video, audio and text
— is consumed. The Buy segment offers consumer packaged goods
manufacturers and retailers the industry’s only global view of retail
performance measurement. By integrating information from its Watch
and Buy segments and other data sources, Nielsen also provides its
clients with analytics that help improve performance. Nielsen, an S&P
500 company, has operations in over 100 countries, covering more than
90% of the world’s population.
For more information, visit www.nielsen.com.
Copyright © 2016 The Nielsen Company. All rights reserved. Nielsen and
the Nielsen logo are trademarks or registered trademarks of CZT/ACN
Trademarks, L.L.C. Other product and service names are trademarks or
registered trademarks of their respective companies.16/9519
25LOCAL WATCH REPORT Copyright © 2016 The Nielsen Company