At their recent Press Breakfast, Sara Erichson, EVP Client Solutions and Audience Insights, Jessica Hogue, SVP Product Leadership and Kelly Abcarian, SVP Product Leadership, brought us up to date on Nielsen’s work in cross device and ad tech data measurement. The presentations included real life examples from clients as to how the data can be used to gain further insights.
The Viewing Paradigm
Erichson’s presentation, titled, “The current media ecosystem and the growth of TV connected devices” shared trends in cumulative media consumption:
· > The amount of time Adults 18+ spent consuming media is at an all- time high of twelve hours a day – a remarkable amount of time, indicating greater simultaneous multi-device usage. We seem to be multi-tasking more than ever. Notably, the digital portion of this number does not include emails and texts.. And the trend from 2002 to 2016 shows consistent growth. At some point we may not sleep!
· > Driven by the overall proliferation of devices, the growth from 2011 to 2016 is fueled by mobile. Radio and Live TV consumption have been fairly consistent over the past 14 years.
· > Smartphone ownership/access is currently 86% as reported by the scaled Nielsen panel as of February 2017, growing +6% from year ago levels. SVOD (57% of US homes) has overtaken DVR (54%) and is growing at a faster pace (+13% vs +7% respectively). Internet Connected Devices (31%) and Enabled Smart TV (29%) have the lowest percentage of adoption at this time, but just wait – they are the two fastest growing sectors, according to Nielsen (both up +29%).
· > And yet, with all of these stresses to business-as-usual, daily time spent viewing both Live and Time Shifted TV by A25-54’s has remained remarkably flat quarter over
quarter for three of the past
four quarters, but did decline some in Q1 2017.
However, Erichson noted a recent decline of -18 minutes of viewing per
day for Live TV. Viewing patterns vary by age so viewing patterns could vary,
especially among younger viewers.. “There are more devices connected to TV than
ever before,” she stated. This will inevitably intrude on the viewing status
Using the Data For Specific Client Insights
Jessica Hogue’s presentation showcased specific client applications of the data. Citing Nielsen’s Total Audience measurement initiative, she described the three main facets of Total Audience that gives Nielsen the “flexibility to measure all content with consistent and comparable metrics for content and ads and to provide transparency for media ecosystem.”
· Commercials in Content Measurement which includes VOD, Any Linear TV Watched on a Digital Device and Out of Home.
· > Ad Measurement which includes Total Ad Ratings and Digital Ad Ratings.
· > Content Measurement which includes Total Content Ratings, Digital Content Ratings and VOD
> Content Ratings.
Using specific client examples, Hogue cited CBS which was able to attribute greater viewership to VOD and DVR usage for Persons 2+. “CBS prime series grew an average 54% with VOD and DVR, than its live TV viewing,” she stated. And the growth varied by program. For example, The Big Bang Theory gained +67% in viewership, Live+35 Days vs Live Same Day.
Turner was able to ascertain growing viewership loyalty to their program, Good Behavior on TNT. Adults 18-49 Live+3 viewing grew over the weeks while VOD viewing declined indicating that the program was becoming more of an appointment view. Tracking the viewership of the premiere episode alone, that episode gained +37% in VOD over time as viewers sought to catch up. “Different programs have a different mix of DVR and VOD,” explained Hogue.
ESPN made good use of Nielsen’s Out of Home panel data noting that sports viewing grows overall by +9% when OOH is included. Some sports benefit more than others; College Football Live was up +19%, NFL Live +17%, College Basketball regular season +12%, for example. Interestingly, OOH is more female and younger A18-34 from Broadcast only or Broadband only homes. “We capture cord cutters,” concluded Hogue.
In tackling the data snowstorm, Nielsen has been “evolving audience segments for planning, activation and measurement,” according to Kelly Abcarian essentially cultivating standard segmentations that can be used industry-wide. The MRC recently accredited Nielsen’sDigital Ad Ratings Viewability integration of IAS and Moat and Nielsen’s Digital TV Ratings. “ This is the first solution to receive accreditation from the MRC for its contribution to TV audience measurement for programming viewed on computers and mobile devices,” noted Abcarian.
Nielsen’s goal is to “Deliver on next day audience behavioral segments by making them available in 3rd-party buying platforms, such as Media Ocean,” she added. “Nielsen will enable standardized segments delivered against high quality universe estimates based on real people and true behaviors. The plan is to syndicate these segments and make them available into buying systems so clients can transact on either age/gender or advanced demographics across Linear TV.”
“It is clear to us that the days of Live 3 and even Live 7 measurement is insufficient because the percent of viewing is getting more dispersed by day, by platform and by pre-existing audiences, such as OOH, that we have never captured before,” explained Erichson. “It is the combination of those incremental measurements where everything is going. But every network has to make its own priorities as to where its own audiences exist,” she concluded.
Bring on the snowstorm.
This article first appeared in www.MediaVillage.com