Nielsen N.V. Ordinary Shares (NYSE:NLSN) has been working towards transitioning from the century-old paper-diary era to that, which will meet the increasing market requirements. This is the reason why the global performance management company will be setting up close to 15,000 television audience meters. These are expected to benefit from 140 markets, a host to more or less than 7,000 homes.
According to a senior VP of Nielsen Product Leadership, Kelly Abcarian, the use of set-top-box data in Local TV markets has had a set of challenges. One of the main challenges has been the failure to capture the full audience, which the company is seeking to address through the electronic meters.
Nielsen is bringing stronger, more robust and richer in-market measurement
There have been notable positive strides in the incorporation of data from set-top-boxes into the Local TV measurement. However, Nielsen says that the activity has not been all rosy because of various limitations. Apparently, there were multiple solutions the likes of online recruited panels and quick-query surveys but none of them stood out above Nielsen’s proven TV audience meters.
Nielsen’s aim is to have Local TV ratings reliably reflect actual TV viewing, which cannot be achieved with set-top-box data. “Having a concrete foundation that represents the total market is necessary prior to layering more and more set-top-box data or any other type of big data.” Abcarian says.
The renewed vitality of local and network broadcast television
The world is quickly embracing the TV cord-cutting and cord-shaving era. Thus Nielsen’s product is timely. According to the company, viewers of the 140 markets will no longer need to use the traditional pen and paper method, thanks to the meters, which are able to relay information.
The company has enlisted its commitment in providing an all-inclusive understanding of what consumers should watch and buy. On one hand Watch segment is responsible for Nielsen Total Audience measurement services. The Buy segment is in the offering of consumer packaged goods manufacturers and retailers.
In the meantime, Nielsen’s closed at $40.53 a fall of $0.59 or 1.43%.
