NEW YORK, Oct. 3, 2019 /PRNewswire/ -- Nielsen announced
today that it has achieved a major milestone in its multi-year
effort to combine advanced meter technology, big data and
people-powered panels into its Local TV measurement service. This
sweeping transformation delivers clients complete, in-depth,
accurate metrics that are representative of what people are
actually viewing in local broadcast markets. Today's announcement
of new currency measurement marks the capstone of a comprehensive
overhaul across 208 local markets.
"As the currency provider for TV measurement, Nielsen is the
reliable, independent, source of truth that the market trades on
daily," said Catherine Herkovic, EVP
and Managing Director, Nielsen Local TV. "We have built a business
on trust, integrity and transparency. Our local TV measurement
solutions reflect this with innovative technology and big data,
validated by scientifically designed panels for TV and cross
platform measurement. Only Nielsen provides this to the
marketplace. We are thrilled to bring these improvements to the
market as we continue to provide best-in-class trusted
measurement."
In partnership with clients, Nielsen implemented a range of
improvements with the goal of providing the marketplace unbiased,
higher quality, more reliable measurement with greater stability
and less variation from week to week. These enhancements kicked off
with the replacement of paper diary measurement with electronic
measurement in 137 designated market areas (DMAs) in summer
2018.
Starting tomorrow, delivery of data in the 71 remaining DMAs
features the deployment of Portable People Meter (PPM) measurement
integrated with existing TV panels in all 25 Local People Meter
markets and 19 Set-Meter markets. The inclusion of PPM measurement
has significant benefits for clients as it creates a panel that, on
average, doubles the number of households and people in samples
that produce the Nielsen Local TV ratings. The balance of the 27
markets receiving data tomorrow feature the integration of return
path data and National People Meter homes in 12 Set-Meter and 15
Code Reader markets. This addition of 2 million+ return path data
households and national panel homes provides clients increased
sample size for improved stability and reliability.
"The local TV environment has changed and the industry has long
awaited developments in measurement that capture the myriad viewing
preferences of our audiences," said Wendy
McMahon, President of ABC Owned Television Stations Group.
"Nielsen's Local TV measurement delivers greater accuracy and
stability on the audience's size and composition giving us a better
understanding of audience behavior and delivering greater ROI to
our advertisers. The ABC Owned TV Stations are already seeing gains
across all dayparts with these advancements in measurement."
"We support the hard work that Nielsen has put into evolving the
local TV measurement business," said Kathy
Doyle, EVP, Local Investment, IPG/Magna. "We believe the
future of video measurement requires a combination of big data sets
and panels, and we applaud Nielsen's efforts to bring that paradigm
to local television."
"Nielsen's measurement enhancements will bring heightened
stability and accuracy to the viewing estimates," said Kevin Stuart, Vice President, Research for
Hearst Television. "Out-of-home measurement will also
demonstrate we're capturing larger audiences for marquee events
such as NFL and College Football."
Nielsen also has plans to expand its cross-platform reach to
continue to provide the most accurate, complete and connected
measurement available to local broadcasters, agencies and
advertisers. As media fragmentation continues across TV, mobile and
digital devices, Nielsen remains the trusted source of measuring
what people are viewing, regardless of location and device. And as
the industry evolves, Nielsen is supportive of the critical
adoption of impressions-based transacting.
"We have built a business on the foundation of trust, integrity
and transparency," Herkovic continued. "Nielsen data represents
everyone. Being able to measure local TV in a way that represents
all races, ages, ethnicities and behaviors is more critical than
ever. Only Nielsen offers a complete, unbiased, holistic view of
local audiences."
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a
global measurement and data analytics company that provides the
most complete and trusted view available of consumers and markets
worldwide. Our approach marries proprietary Nielsen data with other
data sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge. For more than 90 years Nielsen has provided data and
analytics based on scientific rigor and innovation, continually
developing new ways to answer the most important questions facing
the media, advertising, retail and fast-moving consumer goods
industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world's population.
For more information, visit www.nielsen.com.
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SOURCE Nielsen