Title: Nielsens A2M2
1Nielsens A2/M2
2Agenda
3TelevisionsBrave New World
- Measuring television audiencesAnytime, Anywhere
- In Out-of-home
- Live Time-Shifted
- On TV, iPods, PDAs, Cell Phones, PCs
- Place-Shifted (e.g., Slingbox)
- Anytime, Anywhere
- Consumers are in control
- this is the future Nielsen
- is preparing the address
4A New Mission Follow the VideoSusan Whiting,
CEO, Nielsen Media Research
- Whats out there today
- Broadcast networks
- Cable networks and multicasters
- Satellite DirecTV, Dish Network plus large
dishes - Broadband - streaming and downloaded
- High Definition local and national
- Gaming devices latest Nintendo, Xbox, etc.
- Mobile Video Video iPods, SprintTV, MobiTV
(mobisodes), others - Specialized video devices, SmartPhones (e.g.,
PocketPC, Palm platforms) - The DVR stew
- TiVo, Cable/Sat DVR, Media Center PCs, home-made
PC DVRs, DVR recorders, dual decks, Network DVRs,
Time-Warners Start Over service - Video On Demand paid and free content, a new
marketing platform - Slingbox
5Principles guiding the measurement
- Follow the video, wherever it goes!
- Optimize measurement technologies for different
environments - DTV capabilities trigger a requirement for more
accuracy, data granularity, and increasing
importance of source detection/reporting - Internet is becoming an important media delivery
alternative and adjunct to advertising and must
be measured - No one size fits all measurement solution
what they didnt say?Prepare for 2-way TV
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7A multifaceted toolbox
- Draws on extensive development efforts from
Nielsen and outside - Ephasizes the technological underpinnings of the
ratings system - Some solutions baked into the currency ratings
- Others simply provide stand-alone research
insights - Lets not forget a ratings service is more that
its gizmo(s)
8Technology Enablers
- Plug-in Mailable Meter
- Same as battery version, but adds People Meter
function - Plug in wall power, no TV connection
- IR detection - source of programming
- Nightly data to Nielsen
- In-home wireless to phone line
- Cell wireless module
- Engineering field testing underway
- A/P 3.0
- Same Active/Passive technology
- Cost reduced hardware, faster field installation
- Software driven - future flexibility
- Adds in-home wireless measurement
- Mailable Meters
- Diary replacement - electronic 30 day set-meter
- Battery operated, simple instructions
- No connections to TV- just place 1 to 4 feet from
TV - Mail back to Nielsen after 37 days
- Uses A/P technology
- Set on/off detection
- Lowers Field install labor
- Engineering test underway
- Wearable Tags
- Small wireless tag, battery 1 year
- Multi-technology (patent pending)
- Automatically logs in/out of audience
9Technology Enablers
- Out of Home
- Three possible paths
- License PPM technology
- Cell phone meters
- Nielsen personal device
- Significant recent technology advancements
- Especially in passive technology
- Low power microprocessors
- Smaller, lower cost memory
- Better battery technology
- Multi-purpose phones, MP3 devices
- Broadband
- A/P can measure encoded broadband content
- Software meter can measure non-encoded and
peer-to-peer content - Small plug-in downloads to device
- No interference with normal operation
- Detects media source, web address, session
details - Periodic data transmission to Nielsen
- Same functions as hardware meter
- Loaded on microprocessor devices
10Technology Enablers
- Video iPod, Cell Phones
- Software plug-ins
- A/P technology stream meta-data
- Very accurate
- No impact on device
- Works in lab
11Nielsens Plan (so far)
- Leverage current Nielsen assets (patents)
- Digital TV measurement via active audio codes,
passive signatures - Streaming video measurement on PCs
- Tagging video so can be measured when viewed on
computers - Build on recent initiatives
- A/P Meter support for platform neutral
measurement, time and place-shifting - Measurement of DVR viewing
- Measurement of VOD viewing
- Majority stake in Nielsen//NetRatings
- Council for Research Excellence
(www.researchexcellence.com) - Advertiser Advisory Council
- Engagement Committee
- Community outreach
- More, better communications
12Nielsens Plan (so far)
- Develop and integrated measurement system
encompassing - Traditional TV
- Streaming Video
- In and out-of-home
- Viewed on broad range of platforms
- and investigating
- Supplemental set-top box data gtgt electronic
measurement of more markets PLUS new forms of
analysis - Building online research panels young adults
- Technological underpinnings identified
- Test to assure they work
- Nielsen is accused of being slow, even stodgy.
However, they are very deliberate in exercising
due diligence a good thing!!
13Nielsens Plan (so far)
- Evaluate new technologies with
- Test panels recruited in same way as the normal
Nielsen panel - Exiting panel HH (forced turnover at 2 years)
- A possible concern Past research with forced
turnover HHs has not been especially promising - Rollout schedule
- Some initiatives already underway
- Introduce most new approaches by 08
14Nielsens Plan (so far)
- Integrated TV/Internet Measurement Addresses
need for streaming and cross-platform
measurement - Nielsen//NetRatings streaming video service
- Streaming video and site usage
- SiteCensus ping-back to confirm what is viewed
online - Geodemographic reporting
- This summer (statistical Fusion) - merging
people meter and NetRatings data lets be
careful out there - Will NOT be used in the currency service
- Use in optimizing TV/internet campaigns, basic
insights into cross-media usage
15Nielsens Plan (so far)
- Integrated TV/Internet Measurement Addresses
need for streaming and cross-platform measurement - 2007/2008 - add Internet measurement in Nielsen
people meter HH - Install software meters on PCs of existing and
new PM panelists - 2008 Go Meter to capture at work/out of home
usage - Creates convergence panel
- Assess interaction of TV, streaming, online usage
- Streaming with same content and commercials add
to ratings currency (the current standard for
VOD) - Evaluate ROI of TV Internet advertising
16Nielsens Plan (so far)
- Integrated TV/Internet Measurement Addresses
need for streaming and cross-platform measurement - One benefit you might not be thinking about
- Advertisers who incorporate URLs in their ads
could measure response visits to their websites
among panels HHs exposed to the ads - More direct that mathematical analyses
correlating advertising/site activity where they
cannot directly break out traffic from ads vs.
traffic they might get anyway
17Nielsens Plan (so far)
- Out of Home
- Testing new personal meters
- Carry when leave the home
- Different forms Cell Phones, Stand-alone
- Reporting begins 2008 separate panel first,
then integrated - Extended home 2007
- First time measurement of college studies away at
college (refusal does not disqualify their HH) - Complete out of home measurement beginning 2008
- Mid 07 field tests
18Nielsens Plan (so far)
- Out of Home Go Meters
- Cell phone
- Alternate resembling MP3 player
- Transmit data back to Nielsen
- Report side-by-side with in-home ratings
- Options tailored to experience and preference
- Have / dont have cell phone
- Will not likely give cell to someone who doesnt
have one - Refusers remain in sample
19Nielsens Plan (so far)
Potential impact Improved response. Ratings,
cpps, stability/reliability, real-time
measurement. A net win.
- Expand local electronic measurement
- Multiple fronts
- Expand LPM to top 25 via 15 new markets
- 07 Houston, Seattle, Tampa
- Will raise penetration from 30 to 50
- A/P 3.0 People Meters in set meter markets 26-60
starting 2008 - No internal connection to set
- Collects on/off, program data
- Persons via same technology used in LPM
- Mailable Meters largest diary only markets
61-125 (test to mid 07) - Meter tracks tuning, persons logs whos
watching and what set 35 days - Researching Tags for personal measurement
20Nielsens Plan (so far)
- Cool, but were not done yet
- Expand local electronic measurement
- All remaining local markets targeted 2011 (126
to 210, 9 U.S.) - Investigating STB data, internet diaries
- Still continuing work on diary service while this
is evaluated
21Nielsens Plan (so far)
- Portable Media Devices
- Testing meters for MP3 players, cell phones,
iPods - Engineering device independent technology
- Bluetooth
- Wired connection (in-line adapter between jack
and headphones) - Tracking studies assessing penetration of devices
and video usage - 400 person iPod panel have software download
for iTunes and a smaller test number of test
homes now - More RD re software being developed for cell
phones and PCs that sync with other devices - Home Technology Reports
- 1,000 person tracker will add portable media
devices w/ Q3 06) - Fully populated by eary 07
22Nielsens Plan (so far)
- Engagement
- New metrics (but are they new?)
- Predict response to advertising looking for
correlation between quantitative measures like
length and frequency of tuning, qualitative
audience involvement,,, and ad recall - Definition of engagement?
- focused mental and emotional connection between
a consumer, a media vehicle and a brands
message - But if the benchmark of success is simply
recalling the ad, what about how it makes the
consumer feel about the brand? - Shouldnt we be looking at the consumer-brand
relationship beyond ad recall??? - Is recall an important intermediate measure, but
not the end-game - Uses forced turnover HHs for 6 more weeks
(recall earlier concern) - Pilot results September, 06
23Nielsens Plan (so far)
- Engagement
- The analytical model
- Viewing Behavior length of tuning, commercial
break tuning, tuning before/after the break - Qualitative involvement, favorite program,
appointment or casual viewing - Brand/Commercial attributes weight, pod
position, commercial length - Consumer purchase intent, multitasking
- Program media type, clutter
24A New Mission Follow the VideoSusan Whiting,
CEO, Nielsen Media Research
Sneak peaks!
- Slingbox
- TiVo
- Mobile Video SprintTV, MobiTV (mobisodes)
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26Future Topics
- Nielsen 101
- Nielsens A2M2
- Future Topics?
- Electronic media measurement
- Engagement
- Target Segmentation
- Standard Error (good stewardship trumps
statistics) - Radio Posting
- Clear Channels Less is More
- Message Exposure Sensitivity Analysis (MESA)
- Media, Meters Measurement Techniques, Oh My
- New Media Technologies
- Channel Planning approaches (the right media mix)
- Research services survey what they do/strengths
weaknesses - Mix Models, Project Apollo the Holy Grail of
marketing - Media Trends (your fathers childhood living room
is but a distant memory) - New MMI resources Media Dynamics, Admap, JAR,
others to come
- Media Consolidation
- Online Media
- Out of Home
- Commercial Audiences
- Satellite Radio
What do you want to know about?