The cross platform measurement market is awash with
various solutions. But none that are able to successfully measure
non-duplicated individual demographics across platforms… except Project Blueprint.
That is why Project Blueprint’s recently announced phase 2 pilot test of
development is so exciting.
I spoke with Jane Clarke, Managing Director of CIMM in
a series of videos about Project Blueprint – data collection, the impact of
comScore’s eight year contract to license Nielsen Audio (previously Arbitron)
data, areas of development, points of difference with other measurement
services and CIMM’s role in Blueprint’s development.
Project Blueprint, which has developed over the past few years through collaborations with CIMM, and a major investment over the past year from ESPN, offers a unified and nationally scalable sample that incorporates comScore’s hybrid online and mobile measurement, Arbitron’s (now Nielsen Audio’s) portable people meters for TV, radio and out of home and 5 million set top box data households from several new sources. All of these datasets enable the measurement of the unduplicated reach of TV, radio, desktop, smartphone and tablet, including time shifting, DVR playback and viewing by children. And, because of its hybrid TV measurement methodology of blending individual person level TV viewing data from PPMs with STB data, Blueprint enables a form of person level STB data analysis down to the telecast level for even long tail networks.
In this video, Charlene Weisler talks to Jane Clarke who reveals the news About Project Blueprint:
Jane Clarke talks to Charlene Weisler about Project Blueprint's Basics Demos and STB Data:
Project Blueprint uses Arbitron as a partner and Jane Clarke tells Charlene Weisler why CIMM is involved in this cross platform effort:
Project Blueprint, which has developed over the past few years through collaborations with CIMM, and a major investment over the past year from ESPN, offers a unified and nationally scalable sample that incorporates comScore’s hybrid online and mobile measurement, Arbitron’s (now Nielsen Audio’s) portable people meters for TV, radio and out of home and 5 million set top box data households from several new sources. All of these datasets enable the measurement of the unduplicated reach of TV, radio, desktop, smartphone and tablet, including time shifting, DVR playback and viewing by children. And, because of its hybrid TV measurement methodology of blending individual person level TV viewing data from PPMs with STB data, Blueprint enables a form of person level STB data analysis down to the telecast level for even long tail networks.
“This is one of the best aspects of the measurement”
says Clarke. “The PPM is an individual measurement device for both radio and
television. This enables us to link radio and television data individually to
digital behaviors. That is significant because the big challenge in cross
platform measurement is - How do you de-dupe across platforms? You can’t de-dupe at a household
level. You can’t de-dupe at a television set level. You have to de-dupe at an
individual person level. This is one of the biggest breakthroughs in the
research methodology.”
Interestingly, it also solves the STB data issue of STB
on / TV set off. Clarke says, “The combination of the PPM television viewing
data and the return path data is brilliant because each compensates for the
weaknesses of the other. It’s not only the demographics but also the ability to
know if the set is on or off. Further, Arbitron (now Nielsen Audio)and comScore
created a calibration panel – a five media calibration panel – so it is a
single source, at the individual level, calibration panel which is one of the
ways they can get the de-duplication across platforms measured accurately. ”
All of these advancements are what the industry says it
wants. According to Clarke, “CIMM has taken a POV among the members as to what
we think the criteria should be for successful cross-platform measurement. We are pursuing the Blueprint project
because it comes close to meeting these criteria.”
The other cross platform measurement service in the
market is Nielsen which is working to extend their linear TV currency
measurement to include mobile viewing of C3 eligible commercial ratings as well
as digital ratings from their Online Campaign Ratings. "Nielsen's role is
to measure consumer behavior in a device and platform-agnostic way and to
provide the ratings that are used to buy and sell more than $70 billion of
advertising," said Megan Clarken, EVP Global Product Leadership for
Nielsen.
According to Nielsen, the combination of their TV
currency with their Online Campaign Ratings will create cross-platform ratings on
a gross audience basis. Smartphone and tablet viewing must match TV programming
exactly before they can be included. Those cases where the viewing elements do
not match are not included in the current version of their system.
Further, Nielsen’s system cannot calculate unduplicated
reach and frequency at this time. According to Nielsen’s press department, “In
2014 we will introduce DPR, which will provide R/F/GRP for TV program episodes
viewed on computers, smartphones and tablets.
When available those metrics will allow for comparison with TV ratings
but will not de-duplicate viewing. Our
goal is to deliver in 2015 a cross-platform program rating that includes
unduplicated viewing across TV and digital.”
The CIMM member companies form the roster of current
clients for Project Blueprint include ESPN, Disney ABC Television Group, Fox
Broadcasting Co., NBC Universal, CBS Corporation, A&E Networks, Turner
Broadcasting System Inc., Univision Communications Inc., Viacom, Publicis
Groupe, GroupM, and Omnicom Media Group. With the new capabilities of Project
Blueprint, more will certainly follow.
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