Nielsen Creates Unique Data Solutions for Its Clients

At Nielsen39s recent press breakfast Sara Erichson Executive Vice President Client Solutions and Audience Insights Jessica Hogue Senior Vice Presidentamp160Product Leadership and Kelly Abcarian Senior Vice President Product Leadershipamp160brought us up to date on the company39s work in crossdevice and adtech data measurement The presentations included real life examples from clients as to how data can be used to gain further insightsThe Viewing ParadigmErichson39s presentation titled quotThe Current Media Ecosystem and the Growth of TV Connected Devicesquot revealed trends in cumulative media consumptionThe amount of time adults 18 spend consuming media is at an alltime high of twelve hours a day a remarkable amount of time indicating greater simultaneous multidevice usage We seem to be multitasking more than ever Notably the digital portion of this number does not include emails and texts The trend from 2002 to 2016 shows consistent growth At some point we may not sleepDriven by the overall proliferation of devices the growth from 2011 to 2016 is fueled by mobile Radio and Live TV consumption have been fairly consistent over the past 14 yearsSmartphone ownershipaccess is currently 86 as reported by the scaled Nielsen panel as of February 2017 growing 6 from yearago levels SVOD 57 of US homes has overtaken DVR 54 and is growing at a faster pace 13 vs 7 respectively Internet Connected Devices 31 and Enabled Smart TV 29 have the lowest percentage of adoption at this time but just wait they are the two fastest growing sectors according to Nielsen both up 29And yet with all of these stresses to businessasusual daily time spent viewing both Live and Time Shifted TV by amp160adults 2554amp160has remained remarkably flat quarter over quarter for three of the past four quarters but did decline some in Q1 2017amp160 However Erichson noted a recent decline of 18 minutes of viewing per day for Live TV Viewing patterns vary by age so those patterns could vary especially among younger viewers quotThere are more devices connected to TV than ever beforequot she stated This will inevitably intrude on the viewing status quoUsing the Data for Specific Client InsightsJessica Hogue39s presentation showcased specific client applications of the data Citing Nielsen39s Total Audience measurement initiative she described the three main facets of Total Audience that gives Nielsen the quotflexibility to measure all content with consistent and comparable metrics for content and ads and to provide transparency for the media ecosystemquotCommercials in Content Measurement which includes VOD Any Linear TV Watched on a Digital Device and Out of HomeAd Measurement which includes Total Ad Ratings and Digital Ad RatingsContent Measurement which includes Total Content Ratings Digital Content Ratings and VOD Content RatingsUsing specific client examplesamp160Hogue cited CBS which was able to attribute greater viewership to VOD and DVR usage for Persons 2 quotCBS prime series grew an average 54 with VOD and DVR than its live TV viewingquot she stated amp160The growth varied by program For example The Big Bang Theory gained 67 in viewership Live35 Days vs Live Same DayTurner was able to ascertain growing viewership loyalty to their programamp160Good Behavior on TNT amp160Live3 viewing among adults 1849 grew over the weeks while VOD viewing declined indicating that the program was becoming more of an appointment view amp160Tracking the viewership of the premiere alone that episode gained 37 in VOD over time as viewers sought to catch up quotDifferent programs have a different mix of DVR and VODquot Hogue explainedESPN made good use of Nielsen39s Out of Home panel data noting that sports viewing grows overall by 9 when OOH is included Some sports benefit more than others for example College Football Live was up 19 NFL Live 17 and College Basketball regular season 12amp160amp160Interestingly OOH is more female and skews younger among adults 834 from broadcast only or broadband only homes quotWe capture cord cuttersquot Hogue saidThe FutureIn tackling the data snowstorm Nielsen has been quotevolving audience segments for planning activation and measurementquot essentially cultivating standard segmentations that can be used industrywideamp160Abcarian said amp160The MRC recently accredited Nielsen39s Digital Ad Ratings Viewability integration of IAS and Moat and Nielsen39s Digital TV Ratings quotThis is the first solution to receive accreditation from the MRC for its contribution to TV audience measurement for programming viewed on computers and mobile devicesquot she addedNielsen39s goal is to quotdeliver on next day audience behavioral segments by making them available in thirdparty buying platforms such as Media Oceanquot Abcarian added quotNielsen will enable standardized segments delivered against highquality universe estimates based on real people and true behaviors The plan is to syndicate these segments and make them available into buying systems so clients can transact on either agegender or advanced demographics across linear TVquotquotIt is clear to us that the days of Live3 and even Live7 measurement are insufficient because the percent of viewing is getting more dispersed by day by platform and by preexisting audiences such as OOH that we have never captured beforequot Erichson noted amp160quotIt is the combination of those incremental measurements where everything is going But every network has to make its own priorities as to where its own audiences existquotamp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Nielsen Creates Unique Data Solutions for Its Clients

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Charlene Weisler

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