Complexities of Integrating Big Data and Probability Sample People Meter Data
Nielsen compared the implied ratings from ACR data and STB data in homes where they also have meters. The correlation was quite high, though panel adjustments raised the rating levels by about 1%. Big Data are limited in different ways: not all sets in a house provide ACR or STB data, they are devoid of persons information and STB’s are often powered up but the TV is off. Nielsen presented how a panel of 40,000 homes can be used to correct those biases. A critical finding was that projection of MVPD data outside of its geographic footprint significantly changed network shares. That said, Big Data can significantly improve local market data where samples are necessarily much smaller.