Audience targeting is a powerful tool, but while its past has been siloed, its future must leverage local data into national.
Behind the Divide
So, you might be thinking: If the future is combined data, why the
separation to begin with? The reasoning is baked into the history of
television measurement. Back in the 1950s, radio measurement was fitted
to the new technology of television. “Local samples were developed in
the 1950s to serve a specific need, namely to measure 200+ individual
markets in an affordable way (via paper diaries) as TV spread across the
nation,” explains Tim Brooks, author and television historian. To fully
compete with Arbitron, Nielsen launched a national sample of household
meters, a more expensive venture than diaries (which were still used to
supply national demographics), according to Brooks. As the technology
advanced, people meters were introduced in 1987.
Read the full article on the Videa blog.