copyright 2000 - nielsen media research a local people meter update for the tvb research conference...

Copyright 2000 - Nielsen Media Research

A Local People Meter UpdateFor The

TvB Research Conference

October 25, 2000

Nielsen Station Index


•Why

•Timetable

•Reported Data

•Summary

AGENDA


“We applaud and fully support Nielsen Media Research’s initiative to introduce people meter technology into local markets. This brings ‘best in class’ measurement tools to local market television…..This is vital to maintaining advertiser confidence to continue investing in the methods”

Rich WilsonProcter & Gamble

Vice President, Media

QUOTE


“I am strongly in favor of local people meters. I believe it’s a superior and more accurate way to evaluate local television and a stronger basis for spending our clients’ dollars. This starts bringing together national and local measurements to a common platform.”

Jon Swallen Director,

Media KnowledgeUniversal McCann

QUOTE


Neutral UmpireStrive for objective measurement ofall markets

NIELSEN’S CHALLENGE:

FILL THREE ROLESArchitectHelp build andsupport newmeasures

GuardianMaintain thecurrency for the established markets

Strategic vision: To be grounded at the center

The reality: 3-way tension and continual adjusting


•Proven track record- 14 Years experience- State of the art technology- More complete measure of viewing- More accurate measure of viewers

•Single Platform- Common national / local measures- Ad-buying process

- more efficient- more inclusive

•Lower Ratings?- Agency CPP adjustments- Continuous monitoring of buy- Greater confidence in local television

WHY


EVOLUTION OF MEASUREMENT

•National Set Meter 1949

•Local Diaries 1954

•Local Set Meters / Diaries 1959

•National People Meters 1987

•Local People Meters 2001


•Nielsen Media research National Sample Since 1987

•Standard of Measurement in more than 30 countries worldwide

AN ESTABLISHED METHOD

PEOPLE METERS . . .


•Fragmentation

•Growth in Spot Advertising

•Digital Technology

--All Demand Electronic Measure of Persons

TIME FOR CHANGE


Contribution to HH Rating TotalBoston, November Cycle

19951999

<1 1-2 2-3 3-4 4-5 5-6 6-7 7-8 9-10 >100%

5%

10%

15%

20%

25%

30%

35%

Rating of


Viewing SourcesBoston, November Cycle

0

20

40

60

80

100

120

140

160

180

200

viewable with viewing with 5% morequarter hours viewed

19951999

num

ber

of s

ourc

es


•Continuous demographic measure

•Better analytical capabilities

•Single platform for National / Local

•Larger sample sizes / single method

•Reduced relative error

•Elimination of Zero Cell

LOCAL PEOPLE METER BENEFITS


Higher Response Rates

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Sample Performance IndicatorNovember 1999

Boston NationalPeople Meters

National PeopleMeters

Local Boston Meters

Local Boston Diaries

51.6%

40.0%36.1%

26.1%


Larger Effective Sample SizesOne-Week Individual Day

Quarter-Hour RatingsP2+

W18+

W25-54

M18+

M25-54

T12-17

Current

PM 600Installed


Larger Effective Sample SizesFour-Week Individual Day

Quarter Hour RatingsP2+

W18+

W25-54

M18+

M25-54

T12-17

Current

PM 600Installed


Reduction in Relative Error

0

10

20

30

40

50

60

70

LPM 800 HH

Current

LPM 540 HH

New York, Rating = 5One weekcompared to current set-meter / diary

Women 25 - 54 Teens 12 - 17


less “bounce”… greater confidence in local market viewing estimates

Net result:

REDUCTION IN RELATIVE ERROR


Boston People Meter Plan


•August, 2000 —— Recruitment begins

•September 2000 — First HH’s installed

•January 2001 —— 300 HH’s

•April 2001 ———— 420 HH’s

•July 2001 ———— 600 HH’s

6 -12 month demonstration periodstart @ 420 HH’s

TIMETABLE


•Use 120 National People Meter homes

•Area Probability Methodology - use of Membership Representatives means higher demographic cooperation rates

•Two year sample turnover compared to current five year turnover

DEMONSTRATION PLAN


•Household overnights; demographic overnights in future

•Monthly printed reports and data tapes

•Data calculated based on quarter-hour crediting, same as currently exists

REPORTED DATA

DEMONSTRATION PLAN:


•Demonstration report and data tapes released with 10 day delay

•Official overnights released following business morning; demonstration overnights released with 4 day delay

PARALLEL DATA

DEMONSTRATION MARKET:


•Custom Demographic Reports- Minute X Minute Ratings- Minute X Minute Flows- Reach and Frequency- Only-Only-Both

•Comparative Reports

DEMONSTRATION

REPORTING DURING


•The current meter/diary system remains standard currency during demonstration period

•Length of demonstration based on client input

DEMONSTRATION MARKET:

PARALLEL DATA


•Nine more in 3 years

•Order of selection to be determined

FUTURE MARKETS


•Continuous/complete demographic measurement

•Single platform for ad-buying process

•Larger sample sizes / single method

•Improved demographic response rates

•More powerful data to evaluate programming

LOCAL PEOPLE METER UPDATE

Summary


A Local People Meter UpdateFor The

TvB Research Conference

October 25, 2000

Nielsen Station Index

copyright 2000 - nielsen media research a local people meter update for the tvb research conference...

Documents

media quote slide

local diaries

local television

local markets

favor of local people

local measurements

nielsen station index

rating of slide