eNames Update

1
eNames Update

• PTPA Conference
• May 11, 2009
• Sarah R. Terrill, PBS Research

2
Outline

• What is eNames?
• eNames and Implications for Nielsen Ratings
• From the PBS Perspective
• Progress from Nielsen?
• Contacts
• Resources

3
What is eNames?

• eNames is Nielsens lineup-reporting software,
  used to generate local (market-level) program
  viewing estimates.
• Beginning in 2009, all stations that report local
  program names to Nielsen must do so via eNames.
• NOTE PBS does not have access to eNames

4
eNames and Implications for Nielsen Ratings

• Local Nielsen Ratings
• The local Nielsen service (NSI) matches viewing
  estimates with eNames station schedules in order
  to create local (market-level) program averages.
  
• Inaccurate or incomplete lineups may have
  repercussions for Nielsen clients that rely on
  their stations program ratings for underwriting
  opportunities.
• Time period (daypart) station ratings are not
  affected by eNames.

• National Nielsen Ratings
• National ratings are generated from a different
  Nielsen division than local ratings.
• Nielsen does not use eNames as the primary means
  for verifying station lineups when generating
  national ratings (primary source is Tribune Media
  Services).
• However, Nielsen uses eNames lineups as a
  back-up verification tool. Therefore, there is
  a slight possibility that incorrect eNames
  lineups will cause national time period data to
  be matched with the wrong programming.

5
From the PBS Perspective

• PBS understands that providing updating eNames is
  very time-consuming. If you prefer to list your
  local schedule as Not Available, we have no
  objection. In fact, if you do not have the
  resources to update eNames regularly, we prefer
  this option (rather than risk inaccurate local or
  national program ratings).
• Please contact your Nielsen representative to
  inform them if/when your station opts out of
  eNames, as Nielsen will continue to match viewing
  estimates with outdated station schedules until
  instructed otherwise.
• Nielsen client stations are required to provide
  program names by contract. However, feel free to
  contact Sarah Terrill at PBS Research
  (srterrill_at_pbs.org) with any concerns regarding
  the process. Research will continue to discuss
  these concerns with Nielsen and our colleagues at
  PBS.

6
Progress from Nielsen?

• In response to recent station inquiries, Nielsen
  has indicated that they have taken the following
  steps regarding eNames
• An enhancement release is planned for June, with
  the intent to improve the settings for recurrence
  patterns as well as the Save and Submit
  process.  Nielsen will send out a communication
  detailing the enhancements to all eNames users
  prior to release implementation.
• Nielsen is considering the possibility of an
  import directly from station traffic software
  into eNames. Nielsen has declined to provide a
  timeline for this possible enhancement. 
•  
• Non-client stations are not required to provide
  Nielsen with station schedules, in which case
  Nielsen will list the station programming as "Not
  Available upon request. 

7
Contacts

• Product Support
• For help with eNames procedures and technical
  support, contact the Nielsen Product Helpline at
  1-800-423-4511 or prodhelpline_at_nielsen.com.
• Other Contacts
• For other questions regarding eNames, contact
  your Nielsen marketing representative.
• If you are not a Nielsen client, you may direct
  questions to
• Kimberly Salvadorini Senior Account Executive
  (NSI)Kimberly.Salvadorini_at_nielsen.com
  770-777-4268

8
Resources

• Nielsen Documents
• eNames Frequently Asked Questions
• Local Reference Supplement
• Local Market Program Names Guidelines
• From PBS Research
• Nielsens Local Program Name Reportability
  Standards
• Located at PBS Connect (http//connect.pbs.org) ?
  
• Research Ratings ? Nielsen News