Nielsen’s address-based sampling is more effective to measure TV...
Nielsen’s address-based sampling is more effective to measure TV ratings than sampling of landline phone-based households, said a Council for Research Excellence study released Tuesday (http://bit.ly/1fgAWxX). In November 2008, Nielsen introduced address-based sampling to get more coverage of TV ratings…
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in the U.S., said Michael Link, Nielsen chief methodologist, at an event hosted by CRE in New York. “If we did not introduce this sampling, half of the households in our ratings would have disappeared,” said Link. The three TV markets included in the study were Dallas-Fort Worth, Albuquerque-Santa Fe, and Paducah, Ky.-Cape Girardeau, Mo.-Harrisburg, Ill. Of the households surveyed, 38.2 percent did not have a landline phone and had at least one cellphone, said the study. The percentage of adult heads-of-households who use only a cellphone has increased from 46 percent in June 2009 to 62 percent in December 2012, said the study. Of 27 households that did not have a TV, 63 percent had a computer with high-speed Internet, 41 percent used the Internet on a cellphone, and 38 percent viewed TV on a computer or tablet, said the study. The random error in local broadcast and cable ratings is falling outside the traditional 10 percent benchmark error range used for advertising negotiations, said CRE in a separate study (http://bit.ly/1b8CHbx). The relative error for total-day in all diary-only household ratings for all TV stations falls in the 10 percent benchmark 11.3 percent of the time with primetime ratings in the benchmark 26 percent of the time, weekday evening (18.1 percent) and late newscasts (20.7 percent). The study encompassed six May “sweeps” periods dating back to 2001, and it includes relative error ranges for all stations, affiliates, households and demographics, homes using TV by daypart and demographics and relative error by daypart, demographics and effective sample size, said the study.