Mike Leahy

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Nielsen Media ResearchNielsen Digital Index

• Mike Leahy
• President, NMR Canada
• Nov 21, 2001
• Toronto

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The Need for a New Index

• The licensing of these Digital Only channels
  created the need for a uniquely designed service.
• There were a number of steps.

3
Step 1 The Seller 90 of the Cat 1s
represented and many Cat 2s

• Need to see weekly data for programming and sales
  purposes.
• Do not need program level info, but do need the
  ability to create program data through time
  period flexibility.
• Need sample weighted to digital homes.
• Need to create a data set that would accurately
  and efficiently represent their audiences for the
  buyer.

4
Step 2 The Buyer Met with agencies
representing over 80 of TV spend

• Consensus
• Need all major demographics
• Need info on major dayparts only
• Need Average Audience (AA)
• Do not need weekly data Quarterly OK
• Would like to see something late November

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Step 3 The Enumeration

• Looked for HH with a working DTH and/or working
  digital cable.
• Listed telephone frame.
• Conducted mid to late August 01.
• 8500 HH completed interviews.
• 48 response rate from initial telephone frame.

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Step 3 The Enumeration

• Based on enumeration and published estimates set
  the UE on September 3 at 20.6 National digital
  penetration.
• At that time Nielsen sample 16.5 digital
  homes.
• Weighted in three markets Tor, Van and Calgary.
• Today Nielsen sample at 18.8 digital homes.

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Step 4 The Enumerations will continue

• Just finished second enumeration results mid
  December 01.
• May adjust UE if warranted.
• Other enumerations planed for March, August and
  November of 02.

8
Nielsen Media Researchdelivered NDI on time.

• Nielsen Media Research promised NDI would begin
  measuring digital networks as of Sep 7, 2001.
• Lets see some numbers.

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Audience for Digital Services
M-S 6A-6A V2 AA (00) Total Canada
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Share of Digital in Digital Universe
M-S 6A-6A V2 AA (00) Total Canada
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Share of Digital in Total Universe
M-S 6A-6A V2 AA (00) Total Canada
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To conclude.

• Nielsen Media designed the Nielsen Digital Index
  by listening to and satisfying the needs of both
  the buyer and seller.
• Nielsen Media is investing in regular
  enumerations to ensure the NDI is the best
  audience estimate available.
• Nielsen Media will provide more analytics when
  the penetration/sample size allows it.

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Nielsen Media ResearchNielsen Digital Index

• Thank you