Transcript Nielsen NeuroFocus Report

TOTALING IT UP
PRESENTATION TO CIMM
MEGAN CLARKEN
22nd APRIL 2015
VIEWING IS CHANGING
The C3/7 Ratings are missing the Total Audience
48
43
VIDEO VIEWING:
VIDEO VIEWING:
2014 vs 2013
2014 vs 2013 (Digital Close Up)
42:12
6
42:01
38
4
Tablet
Tablet
33
28
Smartphone
3
Smartphone
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
24
PC
19
2
PC
14
9
Connected
Device
4
TV
0
1
Connected
Device
0
Q4 2013
Q4 2014
Source: VideoCensus, Npower, mNetView, Adobe data, Nielsen Connected Device Survey, Nielsen Gaming Survey
Weekly Time Spent Metrics, P18+
Q4 2013
Q4 2014
2
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
TWO TYPES OF TV CONTENT
C3/C7/AQH
Non C3/C7
within 7 days of air
Outside 7 day window
Program & Commercials
Measured Together
(tied to Telecast)
Program/Episode
Measurement Across Time
(Not Tied to Telecast)
Network TV content
Any non-linear video
(STB VOD, OTT VOD, SVOD)
Matches live/linear feed
No linear commercials
Linear commercial load
Watermarks & Signatures
Linear watermarks
3
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
WHAT MAKES UP THE TOTAL AUDIENCE?
Ads
Content
includes ratings regardless of where + how
ad is consumed, including both linear and
dynamic ad models
combined ratings for a program
or content regardless of where + how content
is consumed, including C3/7 eligible, non
eligible, ad supported, non ad supported
unduplicated
across all devices
and business models
unduplicated
across all devices
and business models
4
THE MEASUREMENT CHALLENGE
Total Audience Measurement across Programs and Ads
Linear
C3/7/AQH
TV
CONNECTED DEVICE
PC
TABLET
SMARTPHONE
Programs
& Ads
dynamic
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Content
Ads
5
HOW TO EXTEND THE INDUSTRY STANDARD
90% of the viewing is linear
TWO TYPES OF
CONTENT
COMPARABLE
OVERNIGHT
RATING
Native Digital Content
HARDWARE &
HARDWARE
SOFTWARE
METER
METER
Digital
Ratings
BIG DATA
ENABLED MEASUREMENT
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
ONE CLIENT-SIDE
IMPLEMENTATION
Cross Platform
ONE
ENCODING PROCESS
GOLD
STANDARD PROCESS
UNIVERSAL
MRC
ACCREDITED
SDKs
Linear
Ratings
Traditional Linear Content
6
HOW WE’RE TOTALING IT UP – CONTENT
Consistent metrics regardless of the Ads, Time, Device and Access Point
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
dynamic
Linear
C3/7/AQH
TV
CONNECTED DEVICE
PC
TABLET
SMARTPHONE
Programs
& Ads
Content
Ads
7
ABC – How To Get Away With Murder – Telecast Date: Jan. 29th, 2015
8.00
1%
7.00
6%
2%
Average Audience Ratings
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
MEASURING VOD AND CONNECTED TV
6.00
6%
13%
5.00
10%
10%
16%
4.00
3.00
2.00
1.00
0.00
P18-49
Live
P18-34
DVR (1-28)
VOD (1-35)
P35-49
P50+
Connected TV* (1-35)
*According to ABC Research internal estimates, an additional 0.5 A18-49 rating points worth of online
streaming occurs on PC and Mobile devices.
NPOWER – Ratings Program Report
8
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
COMBINING LINEAR TV AND DIGITAL AUDIENCES
Cable Network – Program – Week of March 9th, 2015 – AA Rating
TOTAL
P18-49
5.04
.02
5.06
P18-34
3.09
.01
3.10
P35-49
1.95
.01
1.96
P50+
1.30
.01
1.31
TV Data: NPOWER, AA Ratings Report, Live+7; Digital Data: DPR Audience Profile Report
9
dynamic
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Linear
C3/7/AQH
STEPS TO TOTALING IT UP
TV
OTT
PC
TABLET
SMARTPHONE
Programs
& Ads
Content
Ads
VOD
and
SVOD
10
SDK IMPLEMENTATION ACROSS THE INDUSTRY
Stage 1: Evaluation Stage 2: Integrations
37
8
1
MVPD
6
2
4
Digital
10
1
1
Programmers
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
App Store
11
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
POWERFUL PLANNING
With Nielsen Media Impact
12
Implement the Nielsen SDK
Watermark / ID3 / Audio Encode
13
Copyright ©2012 The Nielsen Company. Confidential and proprietary.