Tag Archive: Nielsen

NIELSEN AND ROKU FORM INDUSTRY-FIRST STRATEGIC AGREEMENT FOR OTT AUDIENCE MEASUREMENT

Nielsen and Roku Inc., announced a strategic agreement that will enable Nielsen to measure video advertising delivered to Roku® streaming players and Roku TV™ models. Approximately half of the 250 most-watched channels on the Roku platform are already delivering a large amount of advertising-supported content to consumers. This new measurement is an industry first for over-the-top (OTT) devices and will enable marketers to buy video advertising on the Roku platform with the same kind of audience guarantees available with traditional television. Read the rest of this entry »

NIELSEN ANALYSIS:HOW TWITTER ACTIVITY AHEAD OF FALL SEASON PREMIERES COULD INDICATE SUCCESS

For media companies, the fall TV season is when the rubber meets the road. Networks and agencies white knuckle themselves into a fervent state while they anxiously wait to see if audiences revel in their new program offerings. Meanwhile, agencies have already placed their ad bets and are intently watching to see what adjustments they need to make as the game plays out. Meanwhile, viewers hold all the cards, eagerly sampling the new shows, offering plenty of endorsement and critique along the way.

So with all this commotion around fall TV, what role does Twitter activity around new shows play in it all?

We dove into this question on the heels of the fall 2014 premiere season. We evaluated how Twitter TV activity,tracked on a 24/7 basis ahead of the premieres of brand new programs, could have been used to anticipate the sizes of the audiences that watched the premiere episodes of those programs. And in looking at the data, Twitter TV activity did prove out as an additional signal that could be used together with other factors to anticipate premiere audience sizes. This is notable because if Twitter TV activity could be used along side other data sources to help determine TV audiences, then agencies could fine-tune their buys before the premieres. Networks could identify potential winners and challenges earlier to maximize ad sales and course-correct marketing activities. And, to the extent that social media leads people to become aware of new shows, networks could leverage Twitter TV activity to better reach their intended audiences.

We analyzed 42 broadcast and cable series premieres, including English- and Spanish-language programming, from late August through early November. To start, we looked for a correlation between how many times viewers 18-34 saw TV promotions for a specific program and the size of that program’s audience for the premiere episode. Naturally, we would expect highly promoted programs to garner larger audiences, and that is what we saw. In other words, without including Twitter TV data in the analysis, we confirmed that programs that were promoted more substantially saw higher premiere audiences. To be truly useful then, Twitter TV activity would need to tell an additional story on top of what we already know from promotions alone.

So, can an understanding of Twitter TV activity before a premiere help networks and agencies to more precisely gauge audience outcomes than exposure to promotions alone? In other words, what additional value does Twitter TV activity bring in anticipating audience sizes?

To answer these questions, we created a model to determine the expected live+7 day (L+7) audience of 18-34 viewers using three variables:

  • Promotion activity: Commercial (C3) impressions
  • Twitter TV activity: Program-related Tweets (24/7 tracking)
  • Network type: Broadcast vs. Cable

The time period for both promotions and Twitter TV activity was the four-week period ending two weeks before the premiere date of each program, the same time period that was used in analyzing the correlation between promotions and audience sizes. We used this time period to ensure comparability across programs and to demonstrate that an agency or a network could potentially take action, in the weeks and days leading up to a premiere, using a similar approach.

We compared the results of our model to actual premiere audience sizes to understand how useful a similar model would have been at indicating premiere success. For example, the chart below shows that the model indicated an audience size of 1.5 million viewers aged 18-34 for the premiere of program A, almost exactly what the actual audience was for the premiere. While that audience size indicated by the model did not always exactly reflect the actual audience size of a program’s premiere, you can see that expectations were directionally aligned with the actual audiences that premieres attracted. For example, this model correctly anticipated that programs A, B, C, D and E would be among the top 10 programs, based on their actual premiere audience sizes.

While this model is based on only 42 data points, the overall model and all three variables are statistically significant. The model explains 65% of the variance in the premiere audience sizes, compared with 48% using promotions data alone. So, these three variables together can explain nearly two-thirds of the difference in premiere audience sizes. Most importantly, an agency or a network could have used this model to identify the top 10 and bottom 10 program premieres more precisely than by relying on promotion data alone.

To be clear, the findings do not necessarily mean that Twitter TV activity causes larger audience sizes. But, even if the relationship isn’t causal, our current and recent research efforts increasingly indicate that Twitter TV activity and reach data can help networks and agencies make superior, data-driven advertising and program marketing decisions.

Source: http://www.nielsen.com/us/en/insights/news/2015/must-see-tv-how-twitter-activity-ahead-of-fall-season-premieres-could-indicate-success.html

Nielsen to Reportedly Measure Netflix and Amazon Viewership

One of TV’s bigger mysteries may soon be solved. Nielsen Media, the company with the standard measurement of U.S. TV ratings, has announced plans to measure subscription online video services like Neflix — reports The Wall Street Journal.

Netlfix and Amazon Prime have long been mum on ratings for both acquired programs and original series. And independent data on streaming services has been especially lackluster. Nielsen’s measurements will not yet include mobile device views for streaming series, but the company plans to use the content’s audio to identify which shows are being streamed.

Nielsen plans to tabulate the data for clients, media companies like traditional TV networks and studios, to see how their acquired content is performing on services like Netflix and Amazon. This could have a big effect on negotiations for streaming rights and bundles down the line. “Our clients will be able to look at their programs and understand: Is putting content on Netflix impacting the viewership on linear and traditional VOD Nielsen senior vp Brian Fuhrer told WSJ.

This also means that Netflix and its blockbuster series, such as Orange is the New Blackand House of Cards, could potentially have transparent viewership data — at least for those willing to pay for it.

Netflix’s adamant secrecy about ratings has been a source of debate and deep speculation in Hollywood since the streamer stepped out in original content in 2013. Not only is there a curiosity to know the kind of audiences that’s fueling Emmy love and pop-culture affection for shows like Orange is the New Black, the lack of viewership data is something that will figure into negotiations with writers and actors as the young stable grows older.

For now, the intent of the initiative is aimed to give media companies more clarity on where they choose to place streaming rights for their shows — and for how much. In the era of fractured viewership, binge-watching and time-shifting, it’s become abundantly clear that no audience can go uncounted.

Source: http://www.hollywoodreporter.com/live-feed/nielsen-reportedly-measure-netflix-amazon-750134

Adobe, Nielsen to develop metrics platform for web, apps

Adobe  and Nielsen today announced a strategic alliance that is expected to deliver the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps. The collaboration will integrate Nielsen’s digital audience measurement products, the most trusted ratings system in the industry, with Adobe Analytics and Adobe Primetime, the industry’s leading digital analytics and online TV delivery platforms. As a result, both companies will jointly market Nielsen’s Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. Customers will have comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.

Nielsen’s new Digital Content Ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens.

Nielsen’s Digital Content Ratings data will be available in the Adobe Marketing Cloud, allowing media companies to better monetize their inventory and brands to better optimize their marketing campaigns. Adobe Analytics customers will be able to quickly activate Nielsen’s insights and link their own analytics data to widely accepted currency-quality metrics to better reach specific audiences. In addition, Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to quickly measure audiences and viewing behaviors across a broad set of devices. The integration also seeks to drive deeper engagement through the delivery of personalized content and ads.

“Online TV consumption is at an all time high and Adobe and Nielsen are two leaders coming together to standardize audience measurement for digital content,” said Brad Rencher, senior vice president and general manager, digital marketing at Adobe. “Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings—benefitting advertisers, media companies and consumers alike.”

“This alliance is expected to accelerate the adoption of consistent and comprehensive measurement in digital,” said Megan Clarken, executive vice president, global product leadership, at Nielsen. “By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences.”

Older posts «

Fetch more items