Copyright Nielsen Media Research A Local People Meter Update For The TvB Research Conference October 25, 2000 Nielsen Station Index
Copyright Nielsen Media Research Why Timetable Reported Data Summary AGENDA
Copyright 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 Wilson Procter & Gamble Vice President, Media QUOTE
Copyright 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 Knowledge Universal McCann QUOTE
Copyright Nielsen Media Research Neutral Umpire Strive for objective measurement of all markets NIELSEN’S CHALLENGE: FILL THREE ROLES Architect Help build and support new measures Guardian Maintain the currency for the established markets Strategic vision: To be grounded at the center The reality: 3-way tension and continual adjusting
Copyright 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 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 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 Nielsen Media Research Fragmentation Growth in Spot Advertising Digital Technology --All Demand Electronic Measure of Persons TIME FOR CHANGE
Copyright Nielsen Media Research Contribution to HH Rating Total Boston, November Cycle % 5% 10% 15% 20% 25% 30% 35% Rating of
Copyright Nielsen Media Research Viewing Sources Boston, November Cycle viewablewith viewingwith 5% more quarter hours viewed number of sources
Copyright 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 Nielsen Media Research Higher Response Rates Sample Performance Indicator November 1999 Boston National People Meters National People Meters Local Boston Meters Local Boston Diaries 51.6% 40.0% 36.1% 26.1%
Copyright Nielsen Media Research Larger Effective Sample Sizes One-Week Individual Day Quarter-Hour Ratings P2+ W18+ W25-54 M18+ M25-54 T12-17 Current PM 600 Installed
Copyright Nielsen Media Research Larger Effective Sample Sizes Four-Week Individual Day Quarter Hour Ratings P2+ W18+ W25-54 M18+ M25-54 T12-17 Current PM 600 Installed
Copyright Nielsen Media Research Reduction in Relative Error LPM 800 HH Current LPM 540 HH New York, Rating = 5 One week compared to current set-meter / diary Women Teens
Copyright Nielsen Media Research less “bounce”… greater confidence in local market viewing estimates Net result: REDUCTION IN RELATIVE ERROR
Copyright Nielsen Media Research Boston People Meter Plan
Copyright 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 month demonstration period 420 HH’s TIMETABLE
Copyright 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 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 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 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 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 Nielsen Media Research Nine more in 3 years Order of selection to be determined FUTURE MARKETS
Copyright 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
Copyright Nielsen Media Research A Local People Meter Update For The TvB Research Conference October 25, 2000 Nielsen Station Index