Presentation on the case study of NIELSEN MEDIA RESEARCH when David Calhoun Joined

2. • Our case study focus is primarily to illustrate the
importance of planning in achieving organisational
goals with reference to Nielsen Corporation’s media
research unit’s (NMR) business situation.
• We’ll see how being unable to anticipate near future
and planning accordingly (absence of strategy map)
could lead to problems that could hinder companies
growth.
• Understanding how to expresses the opinion or
evaluation of a business situation.

4.  ARTHUR C. NIELSEN –
Founder Ac Nielsen Corporation
 DAVID CALHOUN –
CEO of A.C. Nielsen corporation( now Nielsen corporation)
 SUSAN WHITING –
Chief of research Nielsen corporation
 ALAN WURTZEL –
President of research for NBC
 NBC & CBS – Major Clients Of NMR

6.  The Nielsen Corporation', formerly known as
ACNielsen or AC Nielsen is a global marketing
research firm.
 Headquartered in New York City, United States
of America.
 Founded in 1923 in Chicago, by Arthur C.
Nielsen .
 To give marketers reliable and objective
information on the impact of marketing and
sales programs
 At presents operates in over 100 countries

7.  Originated in : 1950
 Industry : Media and entertainment
 Profile : Nielsen Media Research, part of the Nielsen
Company, is the world’s leading provider of television, radio,
and print audience measurement and advertising
information services.
 Known For : Nielsen Ratings’ ‘Diary’
and its latest ‘A2M2’ strategy.

8.  Nielsen Ratings-
An audience measurement system of television
viewership that for years has been the deciding factor in
cancelling or renewing television shows by television
networks.
 A2M2 –
Stands for Anytime Anywhere Media Measurement
 Diary –
It’s the most well known portion of Nielsen rating.
During the months of February, May, July and November
Nielsen interviewers in Oldsmar, Florida and Radcliff,
Kentucky ask homes to participate in filling out diary of
the programs watched in their home for one week period.

10.  C.E.O David Calhoun joined A.C Nielsen corporation
after leaving his job as star executive at general
electrical.
 HIS immediate challenge was the media research unit
which was under heavy fire from television clients
such as NBC & CBS.
 $70 billion a year advertisement revenue depends on
the Nielsen ratings.- Susan Whiting.

11.  Most television companies depend on Nielsen for
getting information for making
plans and important meeting
 Company was facing a serious threat from rising
competitors.
 Overloading computer severs and straining the
company’s human system.

12.  Nielsen Managers didn’t anticipated data spike
and planned accordingly.
(shows failing to anticipate near future)
 Their plans were static which lead to Problem
of technological advancements.
(shows that their plans weren’t reviewed to meet
shifting conditions)
 Amount of data to be processed doubled in a
year overloading NMR’s servers.
(shows absence of contingency planning &
scenario building at NMR)

14.  Due to :
o Data doubled while resources to process data
remained same .
o Companies Overloaded computer servers meant
slower data process.
o At time leading Inaccurate rating or server
crash. Thus causing delays in delivering
information to customers.

15.  Due to :
o Chronic delay in reporting television rating form
NMR.
o Failing to fulfil promises. (delivering data)
o NMR being unable to report any rating for
previous days. (slower/late deliveries)
o Not getting timely accurate data. (inaccuracies)

16.  Due to :
o Cable and satellite companies that were working
on a way to get set tops boxes to provide real TV
time viewing data.
o Clients understood the strain but had little
sympathy hence Unsatisfied Clients were looking
for alternatives.

18.  Goals & Plans of Nielsen –
• Didn’t undertake comprehensive planning
exercise each year.
• Didn’t meet environmental changes or the
expectations of important stakeholders
(clients).
• Plans lacked well defined framework.
• Goals and plans weren’t align.

19.  Pros of making Strategy Map –
• Shows cause and effect relationship among goals and plans.
• Will help in Alignment of goals and plans.
(show how specific goals and plans are linked)
• Will help the organisation achieve high performance.
• Will improve quality.
• Will improve flexibility of operations