I have heard that, when it comes to data, clients are like
snowflakes. Each one is unique in what they need to get from the data. In a
media ecosystem that is rapidly transforming, the uniqueness of each client’s
competing needs is one challenge that Nielsen is facing head on.
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
quo.
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.
The Future
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’s Digital
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.
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