Como as medições usadas pela Nielsen estão evoluindo para atender a novos métodos de entrega e visualização de conteúdo?

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Eu estava interessado em descobrir que na década de 1950, a Nielsen usava dispositivos nas casas das famílias pesquisadas para registrar suas preferências de visualização e só mais tarde introduziu seu sistema de usar um diário para registrar hábitos:

...in 1950...This information was collected on a device that was attached to a television that recorded what was being watched. In 1953, the company began sending out diaries to a smaller sample of homes (“Nielsen families”) within the survey to have them record what they had watched

from Wikipedia

Então, presumivelmente, considerando que vários espectadores diferentes em casa foram considerados na amostra, os meios pelos quais as classificações foram registradas mudaram.

Dado que muitas pessoas são capazes de gravar programas digitalmente e assistir quando conveniente e que muitos vêem seus favoritos em lojas como o iTunes, como os sistemas de classificação da Nielsen se adaptaram (ou como a empresa planeja adaptá-los)? capturar nossas preferências de visualização modernas?

Embora um show gravado em DVR ainda tecnicamente torne o seu "timeslot" original relevante para a equação, Nielsen considerará os dados específicos do timeslot um obstáculo para as comparações entre os programas vistos no cabo e o mesmo programa visto no iTunes? >     

por jonsca 18.12.2012 / 09:05

1 resposta

Em Nielson.com (recuperado em dezembro de 2012):

How We Do It

Panels

Electronic metering technology is at the heart of the Nielsen ratings process. Our tools capture not only what channel is being watched, but also who is watching and when, including “time-shifted” viewing.

Nielsen’s TV families represent a cross-section of representative homes throughout the U.S. Their viewing is measured by our TV meters and Local People Meters which capture information on what’s being viewed and when and, in the major U.S. markets, specifically who and how many are watching. Additionally, we collect more than two million paper diaries from across the country each year during “sweeps.”

Census

Using data from set top boxes, Nielsen delivers a constant, real-time stream of information, revealing tuning behavior during programs and commercials. We can tell clients which commercials are being watched and which have the strongest engagement and impact. We even analyze which position in the program or commercial block is most effective for a specific brand.

Cross Platform Measurement

We measure national TV viewing using Nielsen's People meter technology to electronically capture all viewing from our nationally projectable sample of panelists.

Nielsen representative panels of Internet users provide browsing and streaming metrics for online users. Using census-based measurement, we provide in-depth tracking and analysis of site performance as well as information about audience consumption of, and engagement with, streaming media.

And for mobile media, we are pursuing on-device meter panels to record every interaction users have with measurable mobile devices, which complement our robust survey data.

Finally, through single-source panels along with modeled databases, we measure how consumers engage with multiple media platforms.

Existe um pequeno vídeo no link acima.

    
24.12.2012 / 18:05