eNames Update PTPA Conference May 11, 2009 Sarah R. Terrill, PBS Research

5/11/09Prepared by PBS Research 2 Outline What is eNames? eNames and Implications for Nielsen Ratings From the PBS Perspective… Progress from Nielsen? Contacts Resources

5/11/09Prepared by PBS Research 3 What is eNames? eNames is Nielsen’s lineup-reporting software, used to generate local (market- level) program viewing estimates. Beginning in 2009, all stations that report local program names to Nielsen must do so via eNames. – NOTE: PBS does not have access to eNames

5/11/09Prepared by PBS Research 4 eNames and Implications for Nielsen Ratings Local Nielsen Ratings The local Nielsen service (NSI) matches viewing estimates with eNames station schedules in order to create local (market-level) program averages. Inaccurate or incomplete lineups may have repercussions for Nielsen clients that rely on their station’s program ratings for underwriting opportunities. Time period (daypart) station ratings are not affected by eNames. National Nielsen Ratings National ratings are generated from a different Nielsen division than local ratings. Nielsen does not use eNames as the primary means for verifying station lineups when generating national ratings (primary source is Tribune Media Services). – However, Nielsen uses eNames lineups as a “back-up” verification tool. Therefore, there is a slight possibility that incorrect eNames lineups will cause national time period data to be matched with the wrong programming.

5/11/09Prepared by PBS Research 5 From the PBS Perspective… PBS understands that providing updating eNames is very time- consuming. If you prefer to list your local schedule as “Not Available,” we have no objection. In fact, if you do not have the resources to update eNames regularly, we prefer this option (rather than risk inaccurate local or national program ratings). – Please contact your Nielsen representative to inform them if/when your station “opts out” of eNames, as Nielsen will continue to match viewing estimates with outdated station schedules until instructed otherwise. Nielsen client stations are required to provide program names by contract. However, feel free to contact Sarah Terrill at PBS Research with any concerns regarding the process. Research will continue to discuss these concerns with Nielsen and our colleagues at

5/11/09Prepared by PBS Research 6 Progress from Nielsen? In response to recent station inquiries, Nielsen has indicated that they have taken the following steps regarding eNames: – An enhancement release is planned for June, with the intent to improve the settings for recurrence patterns as well as the “Save and Submit” process. Nielsen will send out a communication detailing the enhancements to all eNames users prior to release implementation. – Nielsen is considering the possibility of an import directly from station traffic software into eNames. Nielsen has declined to provide a timeline for this possible enhancement. – Non-client stations are not required to provide Nielsen with station schedules, in which case Nielsen will list the station programming as "Not Available“ upon request.

5/11/09Prepared by PBS Research 7 Contacts Product Support – For help with eNames procedures and technical support, contact the Nielsen Product Helpline at or Other Contacts – For other questions regarding eNames, contact your Nielsen marketing representative. – If you are not a Nielsen client, you may direct questions to Kimberly Salvadorini Senior Account Executive (NSI)

5/11/09Prepared by PBS Research 8 Resources Nielsen Documents – eNames Frequently Asked Questions – Local Reference Supplement – Local Market Program Names Guidelines From PBS Research – Nielsen’s Local Program Name Reportability Standards Located at PBS Connect (  Research |Ratings  Nielsen News