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Nielsen Media Research Overview: Read for Professor Close s Marketing Class

Agenda. Overview of Nielsen Media ResearchThe National Sample- People MetersThe Local Sample- Diary and Household MetersHow the Data is used- Terms and Formulas. Nielsen Media Research. Nielsen Television IndexNTI*Nielsen Syndication ServiceNSS*Nielsen Homevideo IndexNHINielsen Adver

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Nielsen Media Research Overview: Read for Professor Close s Marketing Class

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    1. Nielsen Media Research Overview: Read for Professor Close’s Marketing Class

    2. Agenda Overview of Nielsen Media Research The National Sample- People Meters The Local Sample- Diary and Household Meters How the Data is used- Terms and Formulas

    3. Nielsen Media Research Nielsen Television Index NTI* Nielsen Syndication Service NSS* Nielsen Homevideo Index NHI Nielsen Advertiser Service NAS Nielsen Monitor-Plus Nielsen Station Index NSI Nielsen Hispanic Television Index NHTI Nielsen Hispanic Station Index NHSI Nielsen Interactive Service Nielsen Sports Marketing Service NSMS New Media Services NMS * Recently joined together to form NABSS - Nielsen Agency, Broadcast, & Syndicator Service

    4. National People Meter Sample 5,000 households 14,400+ people, plus visitors Active participation required Household & demographic ratings 365 days a year Homes remain in the sample up to 2 years

    5. National People Meter Each member of the household is assigned a button Household members indicate their viewing by pressing their assigned button Visitors are also measured Indicate their presence by pushing an unassigned button Enter their age and sex

    6. National People Meter Installed at every TV set in Household Meter tracks channel viewed Data stored in “Home Unit” Data is downloaded into Nielsen Database overnight via telephone lines

    7.

    8. Sample Objective & Design Give each housing unit an equal chance of being selected The Nielsen People Meter sample is a multi-stage area probability sample of U.S. housing units

    16. Local Methods Used Diary Meter + Diary People Meters

    17. The Television Diary - Fun Facts Represents Affordable Measurement in All 210 Television Markets. Diary Households are Randomly Selected from Listed and Unlisted Phone Numbers.

    18. The Television Diary Recruitment is Done Via The Telephone Diaries are Mailed to Acceptors, Refusers as well as Non-Contacts.

    19. The Television Diary Cash is used as an incentive $1.00-$5.00. Being Selected by Nielsen Carries more Weight than Cash. Special Ethnic Treatment is Sometimes used in African-American and Hispanic Households.

    20. The Television Diary - Fun Facts Diary homes get reminder phone calls and postcards throughout the week.

    21. The Television Diary - Fun Facts Diaries are Editing for Quality. Not all Diaries make the Cut. When Demographics are not Filled out, we must “impute” the missing audience.

    22. The Television Diary - Fun Facts Certain Households May Count More than others based on Geography, Race, Origin, Cable and Presence of Children.

    23. The Television Diary - Fun Facts 4 Separate Diary Samples Make up a Rating Book. Custom Analysis and Special Reports are Available to Customers.

    24. The Household Meter - Fun Facts There will be 53 Metered Markets by January 2002. Meters Have Two Different Methodologies for Recruitment Area Probability Telephone Frame Meters are Installed by Field Technicians

    25. The Meter - Fun Facts The Goal of the Sample is to Match the Sample with the Universe Estimates. Homes are Weighted to Reflect the Universe Estimates All TV Sets, VCR’s and Tuning Devices are Measured. Some Homes May be TD.

    26. Meter - Fun Facts The Meter Collects HH Viewing Demographics are Collected by a Separate Diary sample. The Two Samples are Combined in a Process Called Meter-Diary Integration. A Home Can Be in the Sample up to 5 Years.

    27. The Local People Meter The Goal is to Apply Continuous Measurement in Local Markets. The National Sample is not big enough to Service Local Markets.

    28. The Local People Meter The National Sample is Stratified Differently. Local People Meters will Combine National Homes with a Local Sample.

    29. The Local People Meter Area Probability Methodology. 2 Year Turnover. Collection of Demographics is Electronic. Continuous Local Measurement Boston is a Demonstration Market More Expensive than Current Methodology - Greater Benefits.

    30. The Big Question… WHY DO WE DO THIS? Nielsen measures television in order to report viewing data to TV stations, advertising agencies, producers, syndicators, broadcast and cable networks, cable companies; all who need the data for their purposes.

    31. In other words… WHY DO WE DO THIS? The advertising industry needs an independent, unbiased third party to set the currency for the marketplace.

    33. Basic Media Terms Rating- % of a universe of homes or people tuned to a particular program Share- % of an audience tuned to a particular program based on the number of homes watching TV HUT or PUT- Households or Persons Using Television

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