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More About the Ethnic Television Audience on 2009-08-01
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Gmail on 2009-07-29
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Rival Research Firms Form Their Own Supergroup on 2009-07-29
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Now research firms have their own supergroup and it counts Nielsen, comScore, Rentrak, TiVo, and TNS Media Research among its members,
reports MediaPost. Thankfully these firms aren’t cutting an album, but instead are banding together to help better define the value and usefulness of viewer data generated by set-top boxes.
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Google Reader on 2009-07-28
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nline Media Daily: Study: Online A Teenage Wasteland
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Traditional television distributors assure us that
99 percent of video is watched on a television screen, and a massive
observational study concluded that people say they watch more online video than they actually do in order to sound “
new and cool.” Consumers “cord-cutting” their cable subscriptions en masse? That’s a “
myth.”
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Findings released today from The Nielsen Company show that out-of-home-television in 2008 was consumed more often by young adults age 18-24. Marquee sporting events such as the MLB World Series, the NBA Final games, as well as NFL regular season games showed the biggest draw for out-of-home television viewers, while TV programming during M-F daytime and on the weekends were watched more out-of-the-home than TV programs in other dayparts. The findings are based on data from the Nielsen and Integrated Media Measurement Inc (IMMI) out-of-home service, which captured linear television audiences outside of the home March - November 2008.
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Nielsen says its latest study debunks the idea that teens spend huge chunks of time glued to the web. According to the report, How Teens Use Media, young people are watching more TV than ever and spend less than half as much time online as the average internet user. Here are the numbers from the report, which can downloaded for free.
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Sometimes, irregularity in video stats is just confounding. For April, Nielsen said unique U.S. video viewers were down 2.5 percent in the last year. For May, Nielsen said viewers were up 13 percent year-over-year, to 133.8 million. Today, Nielsen led a press bulletin with the impressive figure that minutes spent watching video in May were up 49 percent in the last year, to 188.7 minutes per viewer per month. But that’s actually down from 205.7 minutes per viewer in April.
Last time we took note of changes like this that we had trouble explaining, it took a full two weeks for Nielsen to reply to us that the dip was simply “due to minor fluctuations,” so heaven help us if we try to parse this out. But here’s a shot at the takeaways from this month.
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The Nielsen Company
announced the launch of an expanded panel and platform for measuring Internet audiences. The new panel increases Nielsen’s measurement of Web sites from 3,000 to more than 30,000, provides better representation of Hispanics, teens, and cell phone-only households, and improves coverage of multiple personal computers in households. The new Internet measurement panel is more than eight times larger than Nielsen’s previous sample.
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As of May this year, the kids 2-11 audience had reached 16 million, or 9.5 percent of the active online universe.
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Some of that can be attributed to the fact that Nielsen does not count plays of video ads (though that must be hard to break out, given the growth of branded content and the fact that web series are often
distributed through ad units). But some disparities are harder to grapple with. Hulu, for instance, recently
complained to Nielsen in a letter that was picked up by The New York Times. Nielsen showed Hulu losing audience in April, with a little more than a fifth of the audience that comScore counted.
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Hulu is none too happy with Nielsen after the online ratings company found Hulu’s unique visitor count dropped for the third straight month in April, reports
Brian Stelter at The New York Times.
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Teens are NOT abandoning TV for new media: In fact, they watch more TV than ever, up 6% over the past five years in the U.S.
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"We believe their data is in error." She added that the paper is checking the methodology.
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Nielsen is continuing to explore ways to accurately measure out of home video consumption, to provide a more complete picture of how people are watching TV.
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t's also not unusual for media outlets—or other sites that rely on traffic for advertising rates—to find fault with the indies. Late last week, executives at video joint venture Hulu
raised issues about the Nielsen VideoCensus report that it lost unique visitors in April, dropping from 9.5 million in February to 8.9 million in March and 7.4 million in April.
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Nielsen Wednesday began informing advertisers, agencies and television networks that rely on its national TV ratings that a significant number of people don't use its so-called "people meter" system properly. In fact, new data being released by Nielsen shows that the more people that are present in those TV ratings households, the more likely it is that they are not reporting their viewing accurately, and that the overall affect has been understating the national TV ratings by about 8%.
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Teens watch less online video than most adults, but the ads are highly engaging to them: Teens spend 35% less time watching online video than adults 25-34, but recall ads better when watching TV shows online than they do on television.
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Time shifting is less common than you might think: According to Nielsen’s Convergence Panel, which looks at both the TV viewing and online usage patterns, 92 percent of teen viewing in the second quarter of 2008 was live TV; 5 percent was DVR; and 3 percent was online video streaming.
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ve measurement is the better method, because it helps accurately count views of embedded and protected content. But Nielsen and comScore only make the inclusion of embedded beacons available to paying clients of their market research. comScore says it’s willing to include sites that are “really interested,” while a Nielsen representative explained, “This granularity in reporting is only made available to clients due to costs incurred with server infrastructure, client support, QA and daily (monitoring).”
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95 percent of teens notice some type of advertising at the mall, with display ads, hanging banners and displays where samples can be tried the most effective.
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“We are excited to see Nielsen take this leap forward in the evolution of online measurement. In combination with increasing the number of sites, the new audience methodology will help ensure that a truly representative panel of the Internet is being measured, which can help improve online advertising effectiveness.”
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Hulu staff expressed frustration with Nielsen’s extrapolation methods. Such frustration stems from the fact that advertisers to a certain extent rely on these stats when deciding where to spend their money, and Hulu is entirely reliant on those ad dollars. If there is the perception that Hulu’s audience is dwindling, that could negatively impact Hulu’s bottom line.
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"The Nielsen numbers have their problems. Our internal metrics suggest an much larger audience. Yet the base is consistent, so the trends are real." Either way, boy, are they going to hate next year's comps.
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One thing I’ll give Nielsen credit for is it actually lays out its video measurement methodology in layman’s terms — though the company did
tell us recently that it performs one of its techniques, active measurement via in-player beacon, only for customers’ videos.
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Teens’ favorite TV shows, top websites and genre preferences across media are mostly the same as their parents: For U.S. teens, American Idol was the top show in 2008, Google the top website and general dramas are a preferred TV genre for teens around the world.
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International comparison of TV Ratings & TV Audience Measurement Research Boards and Institutes - International Television Expert Group (itve.org) on 2009-05-05
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Global Guidelines for TV Audience Measurement on 2009-05-05
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Nielsen | Worldwide on 2009-05-05
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