Craig Jaffe Research & Analytics 360
Social Media
  • Home
  • Meet & Greet
  • How We Help You
  • Executive Bio
  • Client Experience
  • Portfolio
  • Addressing Invalid Non-Human Traffic
  • Numbers - the Research & Analytics Blog

How to Measure TV Viewing in Small Markets

6/6/2017

0 Comments

 
Nielsen recently announced it plans to create better local TV measurement in the 140 markets where it currently measures viewing by paper diaries. Nielsen’s plan for the future is to use meter technology.

It also appears as if Nielsen hopes to be more competitive with comScore TV which measures local TV using set-top-boxes.

It's not readily apparent, however, that Nielsen's new approach in place of paper diaries or set-top-boxes is an improvement over either.

Nielsen did not specify it would be using People Meters in these markets. People Meters are the industry standard for measuring TV viewing both nationally and locally. From them, comes the vast data sets used as currency for negotiating the buying and selling of advertising.

If Nielsen is not going to use the sanctioned People Meters to measure people viewing in these 140 markets, a number of questions must be addressed: "Does Nielsen plan to use meters that do not measure people viewing?" and "Does Nielsen plan to forego direct measurement of people viewing, by relying on the highly controversial Viewer Assignment methodology?"

If so, these smaller markets would be replacing one methodology that failed audit (paper diaries) with another methodology that did not pass audit (Viewer Assignment). The Media Rating Council oversees the audits.

It could be argued that any kind of meter may be better than set-top-boxes. Set-top-boxes do have a disadvantage--they do not address homes that view over-the-air TV using an antenna. Although approximately 75% of homes in these markets watch their shows using some kind of pay-TV service (i.e. cable, satellite, telco), about 25% watch over-the-air. In that sense, having any type of measurement approach to capture these homes is in fact a positive situation.

Nielsen is a good company and could help its thousands of clients by being more transparent, as there seems to be many critical questions that are currently unanswered about Nielsen's actual measurement plan for these smaller markets.

While answering these questions, if Nielsen is truly interested in pursuing a plan to improve measurement in these 140 markets, it would be helpful for the firm to also announce when it expects to roll out the new plan and subsequent service. More than a decade ago, Nielsen announced similar plans to replace its paper diaries in these same markets.

Craig Jaffe | Founder | Craig Jaffe Research 360
Mobile: 917-587-3649
Email: CraigJaffeResearch@gmail.com
Website: www.CraigJaffeResearch.com

Follow Craig on social media:
www.linkedin.com/in/CraigJaffeResearch
www.twitter.com/CraigJaffeR360
 
About Craig Jaffe Research 360:
Craig Jaffe Research 360 is a research and analytics consultancy that advises how consumer trends, behavioral shifts and attitudinal dynamics can be leveraged and monetized. The consultancy is hired to perform Consumer Insights, Analytics, Ad Sales Research, and Program Research. It utilizes a variety of resources -- such as Nielsen, MRI, comScore, and others -- and employs data science, research, and analytic techniques while working with media and marketing companies operating in the television, digital, and social marketplaces. Craig Jaffe Research 360 helps television networks and websites increase ad sales and audiences, and helps advertising and media agencies activate consumer purchase behavior.
0 Comments

    Numbers - The Research & Analytics Blog

    Facilitating industry conversation. Let us know what you think.

    Picture

    Archives

    October 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015

    Categories

    All
    Accreditation
    Ad Agencies
    Ad Blocking
    Ad Exchange
    Ad Model
    Ad Spending
    Ad Tech
    Advertising
    Amazon
    Amazon Fire TV
    Analytics
    Apple
    Apple TV
    Attribution
    Attribution (Last Touch)
    Audience
    Audit
    Baruch
    Baruch College
    Bots
    C3
    Cable
    Causation
    Chromecast
    Click-Through
    ComScore
    Connected Devices
    Connected TV Devices
    Correlation
    Cost-Per-Impression
    Creative
    Demographics
    Desktop
    Diary
    Digital
    Digitall Ad Fraud
    Engagement
    European Commission
    European Consumer Organisation
    European Union
    Evaluation
    Facebook
    Fake Accounts
    Fake Traffic
    FBX
    File Size
    Followers
    Forbes
    Fraudsters
    FTC
    FTC Guidelines
    Game Consoles
    GDPR
    Generation Y
    Google
    Graduation
    GroupM
    Hackers
    IAB
    IBM
    Industry Watchdog
    Influencer
    Influencer Marketing
    Insider Trading
    Instagram
    Invalid Traffic
    Kellogg's
    Legal Agreement
    LiveRail
    Load Time
    Local
    Long Tail
    Marketers
    Marketing
    Media Rating Council
    Methodology
    Microsoft
    Mid-roll
    Millennials
    Mobile
    Monopoly
    Movies
    MRC
    Native Advertising
    Netflix
    NFL
    Nielsen
    Nielsen Twitter TV Ratings
    Nintendo
    NTTR
    Omnicom
    People Meter
    P&G
    Playstation
    Pre-roll
    Privacy
    Privacy Policy
    Procter & Gamble
    Programmatic
    Publicis
    Publishers
    Ratings
    Research
    ROI
    Roku
    Segmentation
    Set-Top-Box
    Shares
    Shazam
    Smart TV
    SocialCode
    Social Media
    Social Media Conversations
    Sony
    S&P
    Specs
    Sponsored Content
    Spotify
    Standard
    Startup
    STB
    Streaming Video
    Super Bowl
    Television
    Third-Party Measurement
    Total Audience Measurement
    TUT
    TV Measurement
    TV Networks
    TV Viewership
    Twitter
    Unilever
    United States Government
    User Engagement
    Verification
    Viacom
    Video
    Video Ads
    Video Streaming
    Viewability
    Viewer Assignment
    Vizio
    White Paper
    Wii
    WPP
    Xbox
    YouTube
    Zicklin
    Zicklin School Of Business

    RSS Feed

    ©2021 Craig Jaffe Research &    Analytics 360. All rights reserved.
Powered by Create your own unique website with customizable templates.