Nielsen’s paper diary method of collecting data is...
Nielsen’s paper diary method of collecting data is not effective in today’s increasingly digital world, said Rick Ducey, BIA/Kelsey managing director, at a BIA/Kelsey webinar on local TV audience measurement Thursday. From research for the Council for Research Excellence, Ducey…
Sign up for a free preview to unlock the rest of this article
Timely, relevant coverage of court proceedings and agency rulings involving tariffs, classification, valuation, origin and antidumping and countervailing duties. Each day, Trade Law Daily subscribers receive a daily headline email, in-depth PDF edition and access to all relevant documents via our trade law source document library and website.
said he found audiences are becoming increasingly fragmented, and viewing is distributed across a variety of platforms. Advertisers are willing to pay stations within a 10 percent margin of error on Nielsen ratings calculations, but CRE’s study found the margin of error sometimes went above the standard amount, said Ducey. “Diaries do not necessarily work for advertisers because you need a bigger sample size to be more accurate,” said Ducey. Local stations are creating more digital content, with users checking their websites multiple times a day for traffic, weather, sports and local events, said Bill McDowell, Raycom Media vice president-research. “Local markets need to focus on what is generating the traffic,” said McDowell. “More people are viewing videos and digital assets online, and everything is dependent on that relationship with the viewer.” New methods to collect information such as set top box measurement, the Nielsen code reader and the adjacent meter market still need work to provide a more comprehensive view of the types of viewers, said Ducey. Advertising needs to focus on lifestyle habits, said McDowell. “Each market is unique, and different opportunities for advertisers,” he said. “Cross platform integration is going to become more important for advertisers to engage with viewers."