Appendix G: Audience Measurement Firms

Transcription

1 Appendix G: Audience Measurement Firms Nielsen In 1996 AC Nielsen spun-off from Dun & Bradstreet to become an independent public company Nielsen is the authority for TV ratings Arbitron for radio Nielsen/Net Ratings for web site traffic O Leary, Mick, Web Measures Wrestle with Methodologies, Each Other, Online Magazine, Vol. 23, May 1999, pp In 1998, Nielsen Media Research (NMR) spun-off from AC Nielsen, which does: consumers product market research Since 1999 and 2001, both AC Nielsen and NMR are owned by VNU, major Dutch publisher

2 Nielsen Products Overnights 25 major cities only rate 4 networks 441 Local measurement: 211 designated market areas (DMAs) participants fill out viewing diaries for one week For local stations Nielsen sweeps months (November, February, May and July) 443 Nielsen Products Pocketpieces every other week 5,000 national peoplemeter households (HHs) available online Advertising rates are based on local stations ratings during these months

3 The stations therefore demand that the networks display their most popular programs during sweeps to attract the largest possible audiences. specials hit movies celebrity guests TV Measurement Companies There are companies all over the world that measure TV audiences. Examples: Audimetrie SA (Belgium), Barb (Great Britain), MMI (Norway) Sites of TV Audience Measurements. European Audiovisual Observatory. August On the local level, Arbitron competes with Nielsen 78T2X9ZXRKL5L.gif 503/nielsen-logo(005-med).JPG 446 Other Ratings Firms: AGB Owned by Robert Maxwell, now Italian-owned Audience measurement in many countries Incl. UK, Italy, Mexico, Australia, Poland 1 st national people meter system (Italy, 1981) 448 3

4 Electronic Audience Measurement in other countries Source: IP Country Service Panel Size (Hh) Austria TELETEST 1,200 Belgium N.V. Audimetrie S.A. 750 Czech Rep TN AGB AF 660 France Mediametrie 2,300 Germany GfK 5,200 Greece AGB Hellas 700 Hungary AGB Hungary 840 Ireland A.C. Nielsen 600 Italy Auditel - AGB Italia 5,000 Netherlands Intomart BV 1,000 Poland AGB Polska 1,285 Spain Sofres A.M. 2,800 Switzerland IHA 1,650 Turkey AGB Anadolu 1,630 UK Barb 4,485 USA Nielsen 5, Showed that the high ratings of French news shows were deceptive. Viewers just watched headlines, and then resumed other activities while the TV remained on. 0/road_trip1202/p1_bar01.jpg Erik Larson, Watching Americans Watch TV, The Atlantic Monthly, 451 March 1992 People Meters: France Two TV rating companies: Mediametrie and Telemetric. 1989, Telemetric created Motivac: a passive meter with a motion sensor to detect people. Revealed that many viewers disregard commercials Erik Larson, Watching Americans Watch TV, The Atlantic Monthly, 450 March 1992 German audience research organizations As German first market research institute, GfK Group covers the market research topics such as custom, retail, media and technology

5 German audience research organizations MEDIEN DATEN SUEDWEST covers classical media (sound broadcast, television and press) and new media (multimedia, Internet, and digital broadcast) German audience research organizations TNS Emnid Result orschung.html 454 Radio 456 5

6 Radio Audience Information Arbitron Arbitron covers 260 local radio markets with one to four ratings reports per year. Diary-based radiosquare.com/ arbitron2.html George E. Belch & Michael A. Belch, Advertising and Promotion: An Integrated Marketing Communications 457 Perspective, Fourth Edition, 1998, Irwin/McGraw-Hill Radio Audience Information Other Ratings Services: Symmetric Resources with its MATRIX (Marketing and Target Ratings Index) report for 200 smaller markets. Strategic Radio Research s AccuRatings George E. Belch & Michael A. Belch, Advertising and Promotion: An Integrated Marketing Communications 459 Perspective, Fourth Edition, 1998, Irwin/McGraw-Hill Radio Audience Information Radar Another rating service is Statistical Research Inc. s RADAR (Radio s All- Dimension Audience Research) studies, which are sponsored by the major radio networks George E. Belch & Michael A. Belch, Advertising and Promotion: An Integrated Marketing Communications 458 Perspective, Fourth Edition, 1998, Irwin/McGraw-Hill Arbitron s Radio Audience Research Methodology Diaries kept by listeners in 263 local markets. 5 mil calls to locate potential diary keepers

7 Arbitron s Radio Audience Research Methodology 2.6 mil surveys mailed per year Cash premium and letter on return of diary. Arbitron Radio Survey Weaknesses under-report high-income households Slow Arbitron Radio Survey Strengths Longitudinal body of information based on consistent survey methodology since Advanced Method to Track Radio Songs and Play of Ads:Broadcast Data Systems (BDS)

8 Nielsen BDS launched in the U.S. in 1989 tracks airplay of recordings by radio stations, including by format and provide access to stations' play list. 465 recognizes fingerprints of songs submitted to BDS (~400,000) Play frequencies are then combined with Arbitron audience estimates of a station at time of day, for information on actual audiences for ads and frequency of exposure. mages/about/arb-l.gif 467 Surveys stations (~ 1,100 major stations in 128 markets) by computerized radio scanners, and music is computer-matched BDS can then estimate audiences for a given title or advertisement in each market Provides 4 types of Airplay Monitor reports

9 Nielsen BDS has over 100 million song detections annually on more than 1,200 radio stations in over 150 markets in the U.S. and Canada - Nielsen Broadcast Data Systems 469 Public Radio Audience Research In 1936, the British Broadcasting Corporation, created a Listener Research Unit Alan G. Stavitsky, Guys in Suits with Charts: Audience Research in U.S. Public Radio, Journal of Broadcasting and Electronic Media, 471 Spring 1995, pp/ 1-14 Billboard Airplay Monitor (Radio industry magazine, part of the Billboard family), and Canadian Music Network magazines utilize Nielsen BDS information for calculating their radio airplay music charts. 470 U.S. Public Radio Initially, less cancellation with audiences in US Public Radio 1980: Research Revolution Audience research accepted as an essential management function. Alan G. Stavitsky, Guys in Suits with Charts: Audience Research in U.S. Public Radio, Journal of Broadcasting and Electronic Media, 472 Spring 1995, pp/

10 Audience Research Change in the the fiscal realities of non-commercial media. External forces (e.g. tax-based funding uncertainties) forced public stations to focus more on the audience Alan G. Stavitsky, Guys in Suits with Charts: Audience Research in U.S. Public Radio, Journal of Broadcasting and Electronic Media, 473 Spring 1995, pp/ 1-14 Techniques for International Radio Audience Estimation: Extrapolating radio audience from responses to giveaways extrapolate listeners based on how many people call in or write Critiques of Public Radio Audience Research Radio is to maximize intellectual and moral growth, passion and pleasure Extrapolate from listeners letters On-air surveys Issue for international short wave radio (BBC, VOA) Alan G. Stavitsky, Guys in Suits with Charts: Audience Research in U.S. Public Radio, Journal of Broadcasting and Electronic Media, 474 Spring 1995, pp/

11 BARB (Broadcasters Audience Research Board) Measurement System 5,000 homes to represent the whole UK population. Competitor: AGB, now in JV with Nielsen called AGB Nielsen Media Research, in 28 countries, especially UK Simmons TV BehaviorGraphics TM claims to be a more powerful predictor of television viewing and product usage behavior than demographics. Merges Nielsen ratings with Simmons consumer behavior data Walley, Nigel, Changing strategies to make TV accountable. New Media Age, p15-15, 9/2/ All information from Today subsidiary of Experian Company Simmons Market Research Bureau (SMRB) Simmons Statistical-Modeling techniques The premise: behavioral-based segmentation systems are the strongest predictors of other consumer behaviors. China CSM Media Research is China's leading TV audience measurement company AGB Nielsen Media Research, a European rival. All information from Dickie, Mure, CSM shrugs off rival Nielsen's China expansion, Financial Times (London, England), COMPANIES INTERNATIONAL; Pg. 29, June 19, 2006 Monday

12 The Nielsen of the Internet Battle to become the Nielsen of the internet Several measurement providers with main ones comscore and NetRatings. 481 Roberts, Johnnie. How to Count Eyeballs on the Web. MSNBC.com. 27 November Newsweek. Internet 482 Who is Tracking Internet Audiences? The two main companies are Nielsen/Net Ratings and Media Metrix. Each have about 50,000 people being tracked and are now international. Appelman, Hilary. Ratings That Know What You re Looking At, and When. NYTimes.com. 7 June Last accessed on 18 June 2007 at

13 Who is Tracking Internet Audiences? Other companies are PC Data, NetValue (France and the US starting in April 2000), advertising/marketing networks DoubleClick and MatchLogic. Appelman, Hilary. Ratings That Know What You re Looking At, and When. NYTimes.com. 7 June Last accessed on 18 June 2007 at Nielsen/Net Ratings Will track certain sites based on requests. Data used for internet marketing, competitive analysis, and online advertising. Nielsen/Net Ratings. Last accessed on 18 June 2007 at netratings.com/. Privacy Concerns? These have been expressed against companies like DoubleClick that operate without people knowledge. Nielsen/Net Ratings and Media Metrix do not do this. Appelman, Hilary. Ratings That Know What You re Looking At, and When. NYTimes.com. 7 June Last accessed on 18 June 2007 at

14 Media Metrix A part of comscore. Monitors tons of websites and claim to measure 101 U.S. local markets. Audience research in 12 different countries. Appendix H: Behavioral Economics No duplicated slides. ComScore Media Metrix. Last accessed on 18 June 2007 at