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"Измерение Total Audience". Клэр Харрис, Nielsen

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"Измерение Total Audience" - доклад Клэр Харрис, Nielsen Watch Commercial Leader, Emerging Markets, конференция "Телевидение как Бизнес" 2016 (22.09.2016)

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"Измерение Total Audience". Клэр Харрис, Nielsen

  1. 1. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 1 TOTAL AUDIENCE Kiev Media Week 22nd September 2016 Measuring what no one else can
  2. 2. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 2 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 2 THE DYNAMIC MEDIA LANDSCAPE Social media is empowering influencers and creating communities Smartphones & Tablets transforming relationships Streaming & OTT services delivering increased choice and control For the first time ever, TV viewing is declining. Multi-screen and time-shifted viewing growing Cross Platform advertising delivering incremental reach and frequency Mainstream audiences are shifting to “Video Everywhere” - not just younger consumers and early adopters
  3. 3. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 3 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 3 THREE BIGGEST CHALLENGES FOR MEDIA OWNERS Time Shifted Viewing • C3/C7/C30/C120……?? • Valuing audiences based on Advertising objectives • Live +3/7 day ratings less relevant Digital Device Usage Increases • CPM nerves for TV Broadcasters • Digital spend increase…but is it optimal? • Screen no longer the domain of the TV universe • Program Ratings v Ad Ratings Subscription v Advertising • Big cheques attracting content deals……at what price? • Training our audiences to avoid ads • Measurement needs to expand beyond Advertising 1 2 3
  4. 4. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 4 Weekly Time Spent Based on the Total US Population – Based on Qtr 3, P18+ Source: Nielsen Total Audience Report and Audience Insights Analysis HoursperWeek 0 7 14 21 28 36 43 50 57 64 72 2002 2005 2010 2015 Radio Tablet Smartphone PC Multimedia Device VCR Game Console DVD / Blu-Ray Time-Shifted TV Live TV MEDIA FRAGMENTATION: MORE MEDIA OPTIONS DURING A CONSUMER’S DAY
  5. 5. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 5 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 5 • Example of a Broadcast Drama at Telecast/Episode Level: September 2015 • Source: Nielsen Total Audience Ratings (various Nielsen sources across Linear and Digital measurement platforms) , Digital is computer/mobile, Aug/Sep 2015 0 1,000 2,000 3,000 4,000 5,000 GrossAverageAudienceProjection (000s) P18+ Total Audience Connected TV (1-35) Additional viewing not currently in ratings 6% VOD (1-35) Digital (1-35)8% 7% DVR (8-35)2% Live DVR (1-7) C3/C7 Ratings 32% 45% VIDEO VIEWING IS CHANGING The TV Ratings are missing the Total Audience
  6. 6. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 6 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 6 C3/C7 TV originated Broadcast content Consumed within 7 days of live broadcast Ads must remain intact Linear watermarks NOT INCLUDED Non TV or Broadcast originated content Consumed beyond 7 days of live broadcast Ad loads altered No ad loads THE PROBLEM WITH THE US CURRENCY
  7. 7. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 7 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 7 Digital Ad Ratings Digital Content Ratings Programs & Ads Content Ads TV OTT PC TABLET SMARTPHONE lineardynamic C3/C7 NIELSEN’S RESPONSE: TOTAL AUDIENCE MEASUREMENT (VIDEO)
  8. 8. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 8 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 8 TWO TYPES OF CONTENT Native Digital Content HARDWARE METER TOTAL AUDIENCE METHODOLOGY Linear Ratings HIGH QUALITY REPRESENATIVE PANEL SIGNITURES AND WATERMARKS COMPARABLE OVERNIGHT RATING Digital Ratings Cross Platform Traditional Linear Content MRC ACCREDITED HARDWARE & SOFTWARE METER ONE CLIENT-SIDE IMPLEMENTATION SDKs BIG DATA ENABLED MEASUREMENT + METADATA
  9. 9. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 9 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 9 Owning the 2017 currency shift TransactEvaluate Live + Timeshifted to 35 days – all networks complete VOD/DCR enabling/in beta (30+ Networks and Publishers) Adopt 2016 parallel industry reporting, framework in place Execute Build of scalable architecture and software complete International Deployment is happening in parallel EVOLVING THE US MARKET - TRADE USING TOTAL AUDIENCE
  10. 10. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 10 Copyright©2015TheNielsenCompany. Confidentialandproprietary. 10 DIGITAL AD RATINGS FOOTPRINT (END OF 2016) Leading our Total Audience Expansion GRC: China, Hong Kong, Taiwan Pacific: Australia, New Zealand India North Asia: Japan SEA: Singapore, Malaysia, Thailand, Philippines, Indonesia North America: US, Canada LATAM: Mexico, Brazil, Puerto Rico Africa: South Africa Europe: UK, Germany, France, Italy, Poland, Ireland, Turkey
  11. 11. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 11 Copyright©2015TheNielsenCompany. Confidentialandproprietary. 11 DIGITAL CONTENT RATINGS FOOTPRINT LIVE : US, Australia DEPLOYMENT: Thailand, Poland PROPOSED: Italy, Hong Kong, India 2017 will bring additional market coverage
  12. 12. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 12 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 12 TOTAL AUDIENCE SERVES A CLEAR INDUSTRY NEED Measures all platforms Delivers comparable, people-based metrics Measures ads and content separately Creates a single ratings solution for video, audio and text 1 2 3 4
  13. 13. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 13

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