big data

A Perspective on Future-Proofing Measurement and Currency

  • Posted: May 30, 2023

In her overview on the current status of TV measurement, Andrea Zapata of Warner Bros. Discovery (WBD) made the case for why media companies need to evolve to committing to new partners and processes that push the industry forward. Moving forward for WBD meant identifying the right partners with reliable and accurate capabilities that leverage multi-currency approaches, and Andrea provided WBD’s methodology behind their “rigorous evaluation” of vendors. Advising that “different doesn’t always mean wrong,” she outlined the five key areas of focus that allowed for transparency to potential partners as well as confidence in recommendations made to leadership.

Building a Multi-Currency Future

  • Posted: May 30, 2023

This dialog between Scott McDonald and Colleen Fahey Rush (Paramount) covered the rebranding of Colleen’s company and three broader issues facing the television industry—the rise of streaming services, her perceptions of the currency environment and the upcoming upfronts.

Nielsen One Comes to Market

  • Posted: May 30, 2023

Scott McDonald opened the session by discussing how the Census uses sample to correct for issues like undercounts in big data. Pete Doe (Nielsen) responded by commenting on persons who ask: do you have a Big Data solution or a panel solution? He doesn’t see it that way but rather you take all the signals you have and put them together in the best way for the problem at hand.

Making Sense of Multi-Currency Initiatives

  • Posted: May 30, 2023

Jon Watts (CIMM) led a conversation with the CEOs of an organization that is helping to manage the JIC (OpenAP) and one that participates in it (the VAB), the EVP of an organization that does not belong to the JIC but has met with it and the CEO of the MRC. The participants clarified their relationships with each other, discussed Nielsen and expressed their hope for the future of television measurement.

JIC: Coalescing Around Standards for Cross-Platform Currencies

  • Posted: May 24, 2023

Brittany Slattery (OpenAP), who opened this discussion, explained that the new JIC was created by national programmers and media agencies for three main purposes: (1) To bring buyers and sellers to the table with equal voices; (2) To create baseline requirements for cross-platform measurement solutions and (3) To create a harmonized census-level streaming service data set across all of the programmers in the JIC. Fox, NBCU, Paramount and Warner Brothers Discovery are all JIC members, as are Dentsu, Group M, IPG Mediabrands, OMG and Publicis. The members hope to foster competition among multiple ad video measurement currencies. After her introduction, Danielle DeLauro (VAB) moderated a discussion with the representatives of three networks and Group M.

Complexities of Integrating Big Data and Probability Sample People Meter Data

Complexities of Integrating Big Data and Probability Sample People Meter Data

Pete Doe – Chief Research Officer, Nielsen

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.

Key Takeaways

  • Nielsen presented their view on how to best use Big Data. Nielsen uses a wide variety of data sets as part of its Big Data solution. It identified several gaps in the use of ACR data, including when native apps are used and in cases where channels are not monitored.
  • Nielsen has about 30 million RPD and ACR homes and a panel of 40,000 homes which it uses to adjust its Big Data. Where possible, it matches its panel homes to RPD/ACR in those same homes. The r2 with the panel data is .98 and .96 respectively, which is quite good. However, using the panel to adjust anticipated missing data, raises the overall viewing levels by about 1%.
  • However, there are other TVs in the homes that are not ACR capable and there is no persons data associated with ACR only homes. The panel and Experian are used to model who is in the household and the panel and Gracenote are used to model who among them would be viewing.
  • Similar modeling and correction procedures are used for STB data. However, one of the most significant adjustments of STB data is modeling when the TV is off but the STP is still powered on.
  • Nielsen uses a fusion process to conduct its viewer assignment, the process of modeling who is viewing when the set is known to be tuned. A simple way to understand this is to look for a similar panel home and assign the viewing characteristics of the panel home to the ACR or RPD home. The use of Gracenote has made a significant improvement in the viewer assignment model.
  • Nielsen showed data on the shifts in share that occur when you take a Big Data set like an MVPD’s RPD data and project it beyond the footprint of that MVPD. The share shifts are much greater than when one limits the projection to the geographic footprint of that MVPD.
    • Statistically, when one compares the differences between the shares projected within and not within the footprint, 28% of the shares when projected beyond the footprint of the MVPD were different from the panel at the .05 level of statistical significance.
  • However, Nielsen showed how much Big Data can eliminate quarter-hours with zero ratings within local market (where zero ratings reduced from 62 to 0 in one market) by including Big Data in local market ratings.

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AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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The Transition to a Multi-Currency Market

  • Posted: February 1, 2023

Deloitte, with input from the 4A’s, ANA and CIMM, has issued “The Future of Television: A Transition to a Multi-Currency National TV Market: Industry Perspectives on TV Currency.” The report describes the TV industry as in transition and that the future of the TV currency — or rather currencies — is yet to be determined.

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