The race is on for seamless, de-duplicated cross platform measurement. Nielsen recently shared results from their Total Audience solution and shared some initial data findings with the press.
Nielsen spokesman Ben Billingsley opened the meeting and stated that "Total audience is the framework for measuring audiences across platforms so that the data can be presented in comparable fashion from TV to digital on a like for like basis." Nielsen is currently working with clients who are reviewing their data from Total Audience. Nielsen's presentation was based on blinded cuts of the data and the results were presented by Glenn Enoch, Senior Vice President Audience Insights.
Enoch explained that his presentation would give us "a sense for what kind of consumer insights can be gleaned from Total Audience and to demonstrate its full capabilities. Today, we are able to look at individual pieces of content and can see how consumers got to them whether live, time-shifted, via VOD (whether the same ad load or different or no ad load), on the PC or smartphone or tablet. Essentially, what is the mix of vectors the viewers use to get to the content?"
In a departure from the industry standards for measuring viewership plus 3 or 7 days, viewership to content in Total Audience will be counted into perpetuity enabling the ability to see how viewership changes over time, even years. The data presented at the breakfast reflected adults 18-49 in a mixture of both broadcast and cable individual programs. The data was collected into buckets of viewership source and was reported collectively and by genre.
Here are some of the takeaways:
"This data enables our clients and the industry to understand how audiences build across time," said Kelly Abcarian, Senior Vice President of Product Leadership at Nielsen. "So the networks and the broadcasters and the content owners can have more firepower to talk about how their audience looks across time so they can better position and plan and sell that out to advertisers."
Next steps: Nielsen will be releasing the ability for clients to look at source of consumption on connected devices such as Amazon, Roku, Chromecast, Xbox etc. There is an increasing use of connected devices that are displacing traditional TV happening in homes with SVOD content. Stay tuned.
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