Saturday, 15 August 2009

Measurement Matters (cont'd...)

Arguably, when you are spending in excess of 70 billion dollars a year in advertising, you would want a pretty good handle on the reach and impact of the investment. A consortium of media companies (CBS, ABC, NBC, Fox, Viacom and Discovery), Media companies (WPP and Publicis) and serious adverting spenders (P&G, Unilever and AT&T) are arguing just that. The leitmotiv is the ongoing lack of confidence in Nielsen's rating system and the need for a measurement mechanism that is capable of garnering data from the increasing number of screens from which TV programming and ads are available - the internet and the mobile device.

This is not the first time the networks and advertisers have tried to challenge Nielsen's hegemonic postition. In the 90s they spent 60 million dollars to set up a group called Statistical Research Inc. to take on Nielsen but refused to keep investing in the necessary technology to fully bring the offering to market and eventually let SRI fade away.

10 comments:

Trevor Attridge said...

And why not ?

From an online perspective it is interesting Nielsen's still pursues the ' user active ' model for measurement (measuring activity and clicks within the window).

Many more applications and online tools are either passive (in the case of music streaming sites and TV) or open secondary windows in which the users are engaged with content, tools and application however not in the ' host site '.

Nielsen's chooses discount the time spent after 30 minutes, which will in these circumstances result in under estimation of consumer exposure.

The very fact the advertisers are willing to drive there need for more analytical and representational data goes to prove that these advertisers want to know how big a bang they are getting for their buck.
the time spent after 30 minutes, which will in some circumstances result in under estimation of consumer exposure

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