Nielsen to Add Nearly 15,000 Television Audience Meters as Part of Diary Replacement Local Measurement Solution

quotWe39ve made great strides to incorporate data from settopboxes into our Local TV measurement however in that process we39ve uncovered significant challenges with the dataquot said Kelly Abcarian Senior Vice President Nielsen Product Leadership quotTo solve for these limitations especially measuring growing audiences viewing via overtheair broadcast we looked at multiple solutions including online recruited panels and quickquery surveys Ultimately we concluded that only Nielsen39s proven TV audience meters allow us to address the challenges that come with settopbox dataquotNielsen is bringing stronger more robust and richer inmarket measurement to ensure that Local TV ratings reliably reflect actual TV viewing As of February 2017 more than 25 of viewing to broadcast stations in the 140 markets measured today by diaries came from overtheair tuning The market with the highest level was at 50 overtheair Without Nielsen39s expertise in capturing and measuring this important audience local broadcasters would miss this significant portion of their viewership that is missing from settop box coverage The meters will also serve to validate settopbox data by serving as the truthset that is used to compare against and deliver actual personlevel viewingThe TV audience meters will be installed in specific homes including those viewing through overtheair broadcast The newly recruited households will serve as a true inmarket viewing source with known demographics and TV viewing information allowing Nielsen to project audience estimates for overtheair tuningIn an effort to adequately capture all inmarket tuning Nielsen will also include viewing from homes across the 140 markets using diaries for measurement that contribute to Nielsen39s National People Meter panel The addition of the new metered homes and existing National People Meter homes will ensure that broadcast stations and digital subchannels that are not included in settopbox data are measured Given the targeted placement of these added electronic meters they will not contribute to Nielsen39s National TV ratingsquotHaving a concrete foundation that represents the total market is necessary prior to layering more and more settopbox data or any other type of big data Nielsen is committed to delivering comprehensive currencygrade measurement and providing reliable data for all local stations and networksquot said AbcarianABOUT NIELSENNielsen Holdings plc NYSE NLSN is a global performance management company that provides a comprehensive understanding of what consumers watch and buy Nielsen39s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which contentamp8212video audio and textamp8212is consumed The Buy segment offers consumer packaged goods manufacturers and retailers the industry39s only global view of retail performance measurement By integrating information from its Watch and Buy segments and other data sources Nielsen also provides its clients with analytics that help improve performance Nielsen an SampampP 500 company has operations in over 100 countries covering more than 90 of the world39s population For more information visit wwwnielsencomThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Nielsen to Add Nearly 15,000 Television Audience Meters as Part of Diary Replacement Local Measurement Solution

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