Nielsen media research overview read for professor close s marketing class
Download
1 / 41

Nielsen Media Research Overview: Read for Professor Close’s Marketing Class - PowerPoint PPT Presentation


  • 70 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Nielsen Media Research Overview: Read for Professor Close’s Marketing Class' - cisco


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Nielsen media research overview read for professor close s marketing class
Nielsen Media ResearchOverview: Read for Professor Close’s Marketing Class


Agenda
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
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


National people meter sample
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
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 meter1
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.

**

** **

* **

* ** * *

*

**

***

**

** **

*

**

**

* ** ** * * * * * *** * * * ** *

* * **** * * *

**

** *

** **

**

**

*

**

*


Sample objective design
Sample Objective & Design dispersed throughout every section of the country in approximate proportion to the population.

  • 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 dispersed throughout every section of the country in approximate proportion to the population.

THIS TECHNIQUE ASSURES

- ALL HOMES HAVE AN

EQUAL CHANCE OF

SELECTION

- PROPER GEOGRAPHIC

DISPERSION

- FULL RANGE OF HOUSEHOLD

CHARACTERISTICS

Multi Stage Probability

Sample Selection

4. Housing Units

3. Blocks

2. Enumeration

Districts

1. Counties


Sample Plan dispersed throughout every section of the country in approximate proportion to the population.

  • 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 dispersed throughout every section of the country in approximate proportion to the population.

  • Membership

  • Basic Household Cooperation

  • Alternate Household Cooperation - must match basic with respect to:

    • Presence of Children

    • Cable Status


Sample Recruitment dispersed throughout every section of the country in approximate proportion to the population.

  • Vacant households are re-checked periodically

  • Occupational Disqualification

  • Non-TV Households


Metering System dispersed throughout every section of the country in approximate proportion to the population.

  • 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 dispersed throughout every section of the country in approximate proportion to the population.

  • Published reports

  • Electronic data delivery

  • Custom analysis

  • Client service


National Report Examples dispersed throughout every section of the country in approximate proportion to the population.

  • 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

Local Methods Used dispersed throughout every section of the country in approximate proportion to the population.

Diary

Meter + Diary

People Meters


The television diary fun facts
The Television Diary - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • Represents Affordable Measurement in All 210 Television Markets.

  • Diary Households are Randomly Selected from Listed and Unlisted Phone Numbers.


The television diary
The Television Diary dispersed throughout every section of the country in approximate proportion to the population.

  • Recruitment is Done Via The Telephone

  • Diaries are Mailed to Acceptors, Refusers as well as Non-Contacts.


The television diary1
The Television Diary dispersed throughout every section of the country in approximate proportion to the population.

  • 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 facts1
The Television Diary - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • Diary homes get reminder phone calls and postcards throughout the week.


The television diary fun facts2
The Television Diary - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • 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 facts3
The Television Diary - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • Certain Households May Count More than others based on Geography, Race, Origin, Cable and Presence of Children.


The television diary fun facts4
The Television Diary - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • 4 Separate Diary Samples Make up a Rating Book.

  • Custom Analysis and Special Reports are Available to Customers.


The household meter fun facts
The Household Meter - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • 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 Meter - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • 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
Meter - Fun Facts dispersed throughout every section of the country in approximate proportion to the population.

  • 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 Local People Meter dispersed throughout every section of the country in approximate proportion to the population.

  • The Goal is to Apply Continuous Measurement in Local Markets.

  • The National Sample is not big enough to Service Local Markets.


The local people meter1
The Local People Meter dispersed throughout every section of the country in approximate proportion to the population.

  • The National Sample is Stratified Differently.

  • Local People Meters will Combine National Homes with a Local Sample.


The local people meter2
The Local People Meter dispersed throughout every section of the country in approximate proportion to the population.

  • 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
The Big Question… dispersed throughout every section of the country in approximate proportion to the population.

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
In other words… dispersed throughout every section of the country in approximate proportion to the population.

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? dispersed throughout every section of the country in approximate proportion to the population.

Terms of the Trade

Households Using Television

Universe Estimates

SHARE

Rating


Basic media terms
Basic Media Terms dispersed throughout every section of the country in approximate proportion to the population.

  • 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’s dispersed throughout every section of the country in approximate proportion to the population.

Gross Rating Points

A sum of all rating points

Total

HHs: 10

Monday x x

Tuesday x x x

Wednes x x x x

Thursday x x x

Friday x x x

Saturday

Sunday

Example: WXYZ’s audience Mon-Fri 6-615P

Mon Tue Wed Thu Fri

20 30 40 30 30

Total = 150 GRP’s


Definitions of Terms: Reach (Cume) dispersed throughout every section of the country in approximate proportion to the population.

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: 10

Monday x x

Tuesday x x x

Wednes x x x x

Thursday x x x

Friday 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 dispersed throughout every section of the country in approximate proportion to the population.

Average number of times a HH, or person, viewed a program, station or commercial during a specific time period

Total

HHs: 10

Monday x x

Tuesday x x x

Wednes x x x x

Thursday x x x

Friday x x x

Saturday

Sunday

Example: WXYZ’s Audience Mon-Fri 6-615P

Number of Exposures: 15

Average Frequency: Number of Exposures = 15 = 2.1

Total HHs Tuned to WXYZ 7


Definition of Terms: Frequency Distribution dispersed throughout every section of the country in approximate proportion to the population.

  • 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 dispersed throughout every section of the country in approximate proportion to the population.

Total

HHs: 10

Monday x x

Tuesday x x x

Wednes x x x x

Thursday x x x

Friday x x x

Saturday

Sunday

M-F 6-6:15pm

Percentage of HH that saw the program at least once 70

Percentage of HH that saw the program at least twice 60

Percentage of HH that saw the program at least three times 20


Illustration of TV Terms: dispersed throughout every section of the country in approximate proportion to the population.GRP’s, Reach & Frequency

WXYZ

WXYZ

WXYZ

WXYZ

WXYZ

WXYZ

WXYZ Tues 5P-5:15P

Tues Rtg 30

WXYZ Mon 5P-5:15P

Mon Rtg = 30

GRP = 30 + 30 = 60

Reach (Cume) =3 HHs/10 Total HHs = 30

Frequency = 6 Exposures/3 HHs = 2 Times

  • GRP’s = Reach x Frequency


Popular Computations: Projecting Ratings dispersed throughout every section of the country in approximate proportion to the population.

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 = CPP

Cost of Spot/(000)= CPM

Example: Spot = $1000 / 5 rating = $200 CPP

Spot = $1000/500(000) GI = $2 CPM


THANK YOU! dispersed throughout every section of the country in approximate proportion to the population.

ANY QUESTIONS?


ad