NIELSEN TALKS UP NEW DIGITAL VIEWING DATA PLAN
Move Comes as Cable Networks and Media Agencies Discuss Alternatives
CABLE GIANTS EXPLORE NIELSEN MEASUREMENT ALTERNATIVE
Comcast and Cox Open Discussions With Media Agencies
HISPANIC NETWORK LOSES BID TO BLOCK NIELSEN PEOPLE METER
Judge Rules Against Univision; Los Angeles Rollout Can Proceed
CBS JOINS CALL FOR POSTPONEMENT OF PEOPLE METER LAUNCH
Nielsen Says It Plans to Proceed Despite Widespread Criticism
ANA TAKES AIM AT TV UPFRONT MARKET SYSTEM
Ad Buyers and Sellers Clash Over Ratings Measurements
NIELSEN, TIVO SIGN DVR MONITORING DEAL
Data to Be Collected From up to 10,000 Viewers
LOST AUDIENCE, CANCELED SHOWS JOLT NATPE GATHERING
TV Executives Bemoan Problem-Plagued Industry
CRACKS IN THE FOUNDATION OF THE MEDIA INDUSTRY
How Upheavals in Technology Threaten Traditional Business Models
NIELSEN 'PEOPLE METER' ROLLOUT STALLS ON CONTROVERSY
NYC Politicians, Networks Fear Undercounting of Minorities
NIELSEN DEFENDS TV SAMPLING METHODOLOGY
Says Its Measurement Accounts for Decline in TV's Missing Men
NIELSEN TO ROLL OUT LOCAL MEASURING SERVICE
New System to Give Next-Day Data Access to Media Ad Execs
Meanwhile, one of the world's leading ad spenders, Procter & Gamble Co., has signed up as the service's first customer and will provide input as to what kind of information advertisers are seeking.
Market research panel
AC Nielsen and Arbitron, which specializes in data measurement, are planning to marry data about what TV and radio advertising consumers are exposed to with information about their actual purchases. The two companies are proposing to set up a national market research panel that will enable advertisers to better understand where their marketing dollars are wasted.
Panelists will be asked to carry around Arbitron's "portable people meter," a pager-like device that picks up signals from TV and radio, showing what media consumers are exposed to. Separately, households would also provide data on their purchasing preferences through surveys and as participants of the AC Nielsen Homescan panel. Homescan tracks purchases of packaged goods.
The national market research survey is aimed at providing marketers information about their ad spending, or return on investment. According to the statement, the data would be collected to "provide a holistic understanding" of how consumers interact with media and "their resulting shopping and purchase behavior."
Separately, Nielsen Media Research, the TV measurement arm of VNU, said it will begin offering clients new "minute-by-minute" data in October, 2005, that would help them understand how their advertising is rated. Several executives, however, counseled against referring to this data as "commercial ratings," since as many as three to four commercials might air within 60 seconds. Still, many agencies think that minute-by-minute data is better than relying on program ratings, which track hourly and half-hourly ratings.
While Nielsen has long provided minute-by-minute data, clients had argued it was hugely expensive and not specific enough. However, a Nielsen spokeswoman said, "This is raw data that they can do what they want with. Monday was the first day we were offering it."