nielsen media research overview: read for professor close’s marketing class
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Nielsen Media Research Overview: Read for Professor Close’s Marketing Class. 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. Nielsen Media Research. - PowerPoint PPT PresentationTRANSCRIPT
Nielsen Media Research
Overview: Read for Professor Close’s
Marketing Class
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
Nielsen Media ResearchNielsen Television Index NTI*Nielsen Syndication Service NSS*Nielsen Homevideo Index NHINielsen Advertiser Service NASNielsen Monitor-PlusNielsen Station Index NSINielsen Hispanic Television Index NHTINielsen Hispanic Station Index NHSINielsen Interactive ServiceNielsen Sports Marketing Service NSMSNew Media Services NMS
* Recently joined together to form NABSS - Nielsen Agency, Broadcast, & Syndicator Service
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
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
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
Nielsen Media Research National People Meter homes are dispersed throughout every section of the country in approximate proportion to the population.
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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
Sample Selection Process
Multi Stage ProbabilitySample Selection
THIS TECHNIQUE ASSURES
- ALL HOMES HAVE AN EQUAL CHANCE OF SELECTION
- PROPER GEOGRAPHIC DISPERSION
- FULL RANGE OF HOUSEHOLD CHARACTERISTICS
4. Housing Units
3. Blocks
2. Enumeration Districts
1. Counties
Sample Plan
Estimates based on a national sample of approximately 5,000 households, including Alaska and Hawaii
Dispersed geographically to facilitate territorial and regional reporting
Includes both urban and rural areas
Sample Recruitment
Membership
Basic Household Cooperation
Alternate Household Cooperation - must match basic with respect to: Presence of Children Cable Status
Sample Recruitment
Vacant households are re-checked periodically
Occupational Disqualification
Non-TV Households
Metering System
All operable/used TV receivers (at least five inches in size) are metered
VCR and video game hook ups are metered
Cable & satellite receivers monitored
National Service
Published reports
Electronic data delivery
Custom analysis
Client service
National Report Examples
Broadcast network prime averages & rankings
Broadcast prime grid Cable Network weekly ranking Cable Penetration Share of Viewing Universe Estimates Mini-Series Ranking Top Network Programs of All Time PC/Internet Access in NPM Sample
Local Methods Used
DiaryMeter + DiaryPeople Meters
The Television Diary - Fun Facts
• Represents Affordable Measurement in All 210 Television Markets.
• Diary Households are Randomly Selected from Listed and Unlisted Phone Numbers.
The Television Diary
• Recruitment is Done Via The Telephone
• Diaries are Mailed to Acceptors, Refusers as well as Non-Contacts.
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.
The Television Diary - Fun Facts
• Diary homes get reminder phone calls and postcards throughout the week.
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.
The Television Diary - Fun Facts
• Certain Households May Count More than others based on Geography, Race, Origin, Cable and Presence of Children.
The Television Diary - Fun Facts
• 4 Separate Diary Samples Make up a Rating Book.
• Custom Analysis and Special Reports are Available to Customers.
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
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.
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.
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.
The Local People Meter
• The National Sample is Stratified Differently.
• Local People Meters will Combine National Homes with a Local Sample.
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.
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.
In other words…
WHY DO WE DO THIS?
The advertising industry needs an independent, unbiased third party to set the currency for the marketplace.
How is the data used? Terms of the Trade
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
Definitions of Terms: GRP’sGross Rating Points
A sum of all rating points
Total HHs: 10Monday x x Tuesday x x xWednes x x x xThursday x x xFriday x x x Saturday Sunday
Example: WXYZ’s audience Mon-Fri 6-615PMon Tue Wed Thu Fri
20 30 40 30 30 Total = 150 GRP’s
Definitions of Terms: Reach (Cume)The number of DIFFERENT or unduplicated HHs or persons exposed to a TV program or commercial AT LEAST ONCE during the average week for a reported time period.
Total HHs: 10Monday x x Tuesday x x xWednes x x x xThursday x x xFriday x x x Saturday Sunday
Example: WXYZ’s Audience Mon-Fri 6-615P
Reach 7 WXYZ Households = 70 10 Total TV Households
Definitions of Terms: Frequency
Average number of times a HH, or person, viewed a program, station or commercial during a specific time period
Total HHs: 10Monday x x Tuesday x x xWednes x x x xThursday x x xFriday x x x Saturday SundayExample: WXYZ’s Audience Mon-Fri 6-615P
Number of Exposures: 15Average Frequency: Number of Exposures = 15 = 2.1
Total HHs Tuned to WXYZ 7
Definition of Terms: Frequency Distribution
•Number or percentage of households, or persons, that are exposed to a given program, station, or commercial one time, two times, three times, etc...
Definitions of Terms: Frequency Distribution
Total HHs: 10Monday x x Tuesday x x xWednes x x x xThursday x x xFriday x x x Saturday Sunday
M-F 6-6:15pmPercentage of HH that saw the program at least once 70Percentage of HH that saw the program at least twice 60Percentage of HH that saw the program at least three times 20
Illustration of TV Terms:GRP’s, Reach & Frequency
GRP = 30 + 30 = 60
Reach (Cume) =3 HHs/10 Total HHs = 30
Frequency = 6 Exposures/3 HHs = 2 TimesGRP’s = Reach x Frequency
WXYZ WXYZ
WXYZ WXYZ WXYZWXYZ
WXYZ Mon 5P-5:15P
Mon Rtg = 30
WXYZ Tues 5P-5:15P
Tues Rtg 30
Popular Computations: Projecting Ratings and CPP
PJ= Most recent share x year ago PUT
Impressions (000): Rating x UE in table 6
Cost Per Point (CPP) or Cost Per Thousand (CPM)
Cost of Spot/Rating = CPPCost of Spot/(000)= CPM
Example: Spot = $1000 / 5 rating = $200 CPP
Spot = $1000/500(000) GI = $2 CPM
THANK YOU!
ANY QUESTIONS?