Nielsen Announces Delay Replacing Local-Market Diaries
01/06/2018
Nielsen is telling its clients there will be a short delay in getting new local ratings in mid-size and smaller markets. And it says that competitors using big data to measure local viewing should take another look at their numbers because converting set-top box data to accurate viewership numbers can be challenging.
In 2016, Nielsen announced that it will replace the paper diaries that Nielsen families use to record what they're watching on television by collecting data electronically from meters and set-top boxes. The original plan was for diaries to be history by 2017.
On Thursday Nielsen said the 137 diary markets would officially change to the new methodology in July instead of in June as previously scheduled.
Nielsen is also delaying its delivery of rating data using the new technology for past months March and February 2018 and November 2017-- that clients can use to compare the new data with the data they have been using and see what impact the change has. To keep the May 2018 data on schedule, Nielsen will not process April impact data.
Nielsen said it needs the extra time to perform additional validation of the new methodology and to incorporate needed adjustments to some of its calculations.
We've made great progress. We have delivered impact data to the top 25 markets since late fall last year, said Kelly Abcarian, senior VP at Nielsen.
We were expecting to get evaluation data for markets 25 through 44 out the door to our clients this month. Abcarian said. But we are holding that data to continue ensuring we've got the data right and we'll be looking to give clients an update in mid-June of when we'll be releasing that data.
Nielsens Kelly Abcarian
Abcarian said that the biggest switch is going from using information from the paper diaries to create local ratings in mid-sized to small market four times a year during sweeps to delivering 12 months of electronic measurement.
The delay from June to July will have a limited impact because historically, Nielsen didn't produce ratings in June and the new data would line up with the old July sweeps.
The change has presented Nelsen with some unexpected challenges. A big one was millions of missing minutes of viewing because the data it got from set-top boxes was incomplete mostly like because of software issues in the boxes, which weren't designed to measure viewing.
The missing viewing information accounted to between 20% and 40% in some markets.
If we processed that data as is, that would result in a significant decline in the ratings, Abcarian said.
Nielsen said it is able to understand what the missing data look like because it has data from its meter panels. Those panels are set up to capture over-the-air viewing, a big factor particularly in smaller markets.
We've been working to close that gap. We've worked with our data providers to help correct some of the errors that are at a box level, Abcarian said. We've also looked at ways in which we can understand the real tune-in behavior that should be there. And we are making adjustments on our side in which to ensure that we can accurately account for the real tuning behavior that should be coming through into the audience estimates.
She said Nielsen has reduced the impact of these missing viewing minutes to the single digit range.
While Nielsen gets data from DirecTV, Dish Network and Charter and will be bringing Comcast homes online, Abcarian notes that using only set-top data can miss other types of viewing, particularly in smaller markets.
Nielsen has a panel of about 8,000 homes that watch TV over the air. We can bring that into our combined set-top measurement to account for tuning in the local broadcast home, which can be as high 55% of news ratings or sports ratings impressions, she said.
Since announcing the plan to get rid of diary, Nielsen installed panels with meters in 14 diary markets. We were able to use those markets as a guidepost to help us understand the estimates we should expect to see come through when the new methodology was employed, Abcarian said.
Nielsen meter
Some of Nielsen's competitors are using set-top box data to deliver local ratings.
Our competitors should be seeing some of the same problems that we've identified and worked to correct, she said. One of those competitors, she said, is using viewing data from past years to fill in for missing viewing, Abcarian said. So what does that mean? It means they're introducing historical viewing behavior from as much as two years ago to account for potential declines today and from a client perspective, stations would see higher ratings, while agencies are paying for viewers that don't actually exist today,
Abcarian says that replacing the diaries with electronic data collect has homes using television (HUTs) and people using television (PUTs).
IN general lower-ranked stations and those with less recall saw greater lifts than the more recognized stations, she said. We saw increases in sports programs, with younger viewers and with cable networks. With the new methodology, cable's share was more in line with what Nielsen sees in its people meter markets.
While there's still a lot of work to be done, Nielsen expects to make its latest deadlines.
Yes we're confident in the new timelines we'll be publishing to our clients, Abcarian said.
LINK: | https://www.broadcastingcable.com/news/nielsen-announces-delay-replaci... |
See more stories from bandc |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
25/04/2024
Czech mates
The writer and director of a hit Czech series tell Robert Shepherd about their approach to portraying real-life Pakistani kidnappings on the small screen, while...
25/04/2024
Molinaire Creative Group opens new Liverpool facility
Notorious DIT will work with the Liverpool Film Office to increase opportunities for regional talent By Matthew Corrigan Published: April 25, 2024 Notorio...
25/04/2024
Deutsche Telekom Powers New MagentaTV Service With Broadp...
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
25/04/2024
Lightware Enhances Microsoft Teams Rooms with Powerful BY...
Lightware Visual Engineering, a leading manufacturer of connectivity solutions for the professional integrated systems market and a pioneer in signal management...
25/04/2024
Net Insight secures collaboration with DMC Production to...
Net Insight has entered into a collaboration with DMC Production that positions Net Insight at the forefront of sports broadcasting in the Nordics. Net Insight ...
25/04/2024
GlobalM and scoopa announce strategic partnership to faci...
GlobalM has announced a strategic partnership with scoopa, the specialists in broadcast-quality content distribution, offering a complementary service for live ...
25/04/2024
DDish TV LLC Chooses PlayBox Neo Channel-in-a-Box for Bro...
PlayBox Neo announces the completion of a new multichannel playout system for the DDish direct-to-home satellite television network in Mongolia. Based in the na...
25/04/2024
Legendary Producer Garth Richardson Chooses PMC Monitors...
Canadian music producer and engineer Garth Richardson also known as Gggarth due to his stutter - has embraced immersive audio by installing a PMC monitoring s...
25/04/2024
Televisa transforms its broadcast ecosystem with proven t...
Leading video software provider Synamedia today announced that Televisa, the Mexican telecommunications and broadcasting company, has chosen Synamedia as its pa...
25/04/2024
OTTera partners with ThinkAnalytics to enhance personaliz...
OTTera, a leading provider of end-to-end OTT and FAST channel solutions, proudly announces its strategic partnership with ThinkAnalytics, a global leader in adv...
25/04/2024
Perfect Weather Forecast for American Tobacco Events Tonight and Saturday
The American Tobacco Campus will be hopping with activity tonight and this weekend with two fun events! Durham Night Market At last! The Durham Night Market i...
25/04/2024
Qurate Launches The Big Dish on The Roku Channel
WEST CHESTER, Pa. Video commerce provider Qurate Retail Group has launched The Big Dish, a new culinary-themed FAST channel on The Roku Channel....
25/04/2024
HPA Opens Submissions for 2024 HPA Engineering Excellence Awards
LOS ANGELES The Hollywood Professional Association has announced that submissions for the 2024 HPA Engineering Excellence Awards are now being accepted. This re...
25/04/2024
DV Earns MRC Accreditation for CTV Viewability
NEW YORK The digital media measurement and analytics firm DoubleVerify has announced that it has received Media Rating Council (MRC) accreditation for Video Vie...
25/04/2024
DAZN FAST Channels to Launch on Tubi
SAN FRANCISCO Fox Corp.'s ad-supported streaming service Tubi has announced a licensing agreement with the sports platform DAZN that will see DAZN Ringside ...
25/04/2024
IAB Makes Three Appointments to Its Leadership Team
NEW YORK In the runup to the 2024 IAB NewFronts, the IAB has announced three key appointments to its leadership team....
25/04/2024
Epic Games releases Unreal Engine 5.4 with new Motion Design Mode, Unreal VCam for Android, and more
Epic Games releases Unreal Engine 5.4 with new Motion Design Mode, Unreal VCam f...
25/04/2024
Content Creation, Production, Distribution Is In a State of Flux
Content Creation, Production, Distribution Is In a State of Flux Andy Marken April 24, 2024 0 Comments My empathy is creeping towards what I would de...
25/04/2024
Capitol Broadcasting Company to Air Carolina Panthers Games on Triangle's Strongest Broadcast Signal
The Carolina Panthers and Capitol Broadcasting Company (CBC) announced they have...
25/04/2024
Berklee Student Riko Sasaski Named 2024 Yamaha Young Performing Artist
Berklee Student Riko Sasaski Named 2024 Yamaha Young Performing Artist The accomplished saxophonist secured a spot among the elite winners of this year's ...
25/04/2024
Local News Close-Up: St. Louis Born and Bred
Stations everywhere take pride in having a main anchor who comes from the market they represent. That applies in St. Louis, too, but it also pertains to general...
25/04/2024
Edward Moody Joins WBTW Myrtle Beach Anchor Team
Edward Moody is joining the WBTW Myrtle Beach, South Carolina, anchor crew, and will anchor the 5, 6 and 11 p.m. newscasts alongside Trish Williford. He comes f...
25/04/2024
MTV Moving VMAs To New UBS Arena in New York
MTV said the 2024 Video Music Awards will return to New York and take place at the new UBS Arena....
25/04/2024
Offbeat Comedy The Outlaws' Returns to Prime Video Next Month
Season three of comedy The Outlaws premieres on Prime Video May 31. Stephen Merchant co-created the show, and stars. There are five episodes....
25/04/2024
Bidders Interested in Buying Bounce, Says Scripps CEO Adam Symson
The E.W. Scripps Co. is evaluating offers for Bounce, its multicast channel for African-American viewers, according to a report from CNBC....
25/04/2024
Paramount Plus Renews Dora'
Paramount Plus has ordered a second season for Dora, the animated preschool show based on Dora the Explorer. The show, featuring Dora on a rainforest adventure ...
25/04/2024
AI-assisted optronics: an unprecedented European project to increase combat perception capabilities
Facebook Twitter LinkedIn The European Commission signed the Grant Agreeme...
24/04/2024
UKTV's pay TV channel Alibi joins forces with S4C and All3Media International for new legal crime drama series Mudtown
Cast set to star include Erin Richards and Tom Cullen Wednesday 24 April 2024 ...
24/04/2024
K-Hip-Hop's Biggest Names Take Center Stage on KrOWN X HAN 2024'
This month marked the return of Spotify's HAN, our collaborative program that brings the unique sounds and culture of Korean hip-hop to the world through ex...
24/04/2024
RADAR Italy Returns With 6 Artists Transforming the Country's Music Landscape
As Spotify's program to spotlight rising talent from around the world, RADAR...
24/04/2024
Spotify Partners With Les Flammes Music Awards To Celebrate French Rap
Spotify is once again teaming up with Les Flammes, the only music awards dedicated to rap, R&B, Afrobeats, and popular culture in France. Spotify helped create...
24/04/2024
Taylor Swift's THE TORTURED POETS DEPARTMENT' Becomes Spotify's Most-Streamed Album in One Week
Records smashed. History made. It's been just five days since Taylor Swift u...
24/04/2024
SBS marks Earth Day as The Cook Up with Adam Liaw becomes first Australian show to have its carbon footprint validated through SSA
SBS marks Earth Day as The Cook Up with Adam Liaw becomes first Australian show ...
24/04/2024
Save money every day with SBS's Ricardo Gonalves and Peggy Giakoumelos on new Cost of Living Secrets podcast
Save money every day with SBS's Ricardo Gon alves and Peggy Giakoumelos on n...
24/04/2024
Authentic Perspectives
The first feature film from writer-director Shaun Seneviratne, Ben and Suzanne: A Reunion in 4 Parts depicts the struggle between love and duty as Ben (Sathya S...
24/04/2024
Melanie Georgieva Joins Panalux as Long Form Sales Director
LONDON, England (24 April 2024) Panalux, a leading rental provider of lighting and power solutions for the motion-picture industry and part of Panavision'...
24/04/2024
Deutsche Telekom Powers New MagentaTV Service With Broadpeak's Cloud DVR Solution
April 24, 2024 -- Deutsche Telekom Powers New MagentaTV Service With Broadpea...
24/04/2024
Mundo Hispano Digital Launches MundoNow Connect
ATLANTA Mundo Hispano Digital has launched a new advertising product, MundoNow Connect, that is designed to help advertisers reach Hispanic audiences on connect...
24/04/2024
Epic Games Releases Unreal Engine 5.4
Epic Games has released a major new version of Unreal Engine, which has become a mainstay in virtual production, that includes new features and improvements to ...
24/04/2024
NAB Show Welcomes Creators to Las Vegas
The National Association of Broadcasters welcomed the industry to its annual extravaganza last month in Las Vegas. The sights and sounds were similar to previou...
24/04/2024
Chptr, Gray Television Launch on Video Obituary Platform
NEW YORK Chptr and Gray Television have announced that they are introducing a new video solution for funeral homes and communities that will allow funeral direc...
24/04/2024
Adobe Charts the Future of Creativity and AI at MAX London
Adobe Charts the Future of Creativity and AI at MAX London Brie Clayton April 24, 2024 0 Comments Adobe is taking MAX, the world's largest creativ...
24/04/2024
Curtis LeGeyt, NAB President and CEO, Extends Contract
National Association of Broadcasters president and CEO Curtis LeGeyt has agreed to a contract extension that keeps him at the trade association's helm throu...
24/04/2024
Jo Ann Ross Steps Down as Ad Sales Chairman at Paramount
Jo Ann Ross, the long-running queen of television advertising sales, is stepping down from her role as chairman of Paramount Advertising at the end of the month...
24/04/2024
Scripps Names James Galindo as Station Manager in Bakersfield
E.W. Scripps said it named James Galindo as station manager for KERO, the ABC affiliate in Bakersfield, California....
24/04/2024
Amazon Prime Video's Fallout' Tops TVision Power Score Rankings
Amazon Prime Video's Fallout topped TVision's Power Score rankings of shows on connected TV for the week of April 15....
24/04/2024
DoubleVerify Gets MRC Stamp for CTV Viewability Metrics
DoubleVerify said that it received accreditation from the Media Rating Council for its measurement of video viewable impressions and related metrics for connect...