MEASUREMENT OF TV
MEASUREMENT OF TV IN NZ TV viewing is measured by one of NZ s leading research companies, Nielsen TAM. The Television Audience Measurement system (TAM) they provide is the single market measure for television ratings in NZ. TV ratings are the currency by which advertising is bought and sold in NZ. Nielsen recruit and carefully manage a panel of 600 homes across all of NZ (approx 1500 people) ensuring the panel is always representative of all TV viewing in NZ. A sample of 1500 people has a margin for error of +/-2.5%. Viewing is measured via Peoplemeters that are attached to all television sets in those 600 homes. The Peoplemeter system is widely used overseas. Viewing data is available to broadcasters and agencies by 9.30am the next day. The system provides independent and transparent TAM data for NZ. The system and results are independently audited to ensure accuracy and the broadcasters are closely involved with Nielsen to ensure the integrity of the system and results.
THE SEVEN STEPS 1. Establishment Survey The Establishment Survey is a large-scale, face-to-face survey, with two key objectives; to define the characteristics of all TV viewing in NZ, and to provide a pool of homes from which to recruit the panel. 2,500 households are interviewed each year 2. The Panel The Panel is made up of 600 homes (approx 1500 people), and is constantly balanced to ensure it meets a statistical sample design which represents the most important TV viewing variables (Eg age, gender, household size, region, number of TVs, presence of SKY and MySKY, ethnicity, and household tenure.) 3. The Peoplemeter The Peoplemeter is the preferred TAM methodology worldwide. It requires panel members to register their presence when they watch TV. The Peoplemeter records all their activities whether they changed channel, watched through the SKY platform, watched a recorded show, or even from their bedroom TV. 4. Polling Polling is the process of collecting the data every night, and occurs between 2am and 6am. This happens via different methods from fixed phone line through to using mobile technology
THE SEVEN STEPS 5. The Production Software Data is then thoroughly checked to ensure accuracy. Pollux is the system used worldwide. Pollux guarantees the integrity and standardisation of the system for all clients. 6. Programme and Spot data The Programme and Spot data is collected daily by Nielsen Media Research and is then matched with corresponding ratings data 7. Data Analysis Comprehensive analysis software multiplies the value of the TAM data. The overnight ratings and programmes data is available to everyone at 9:30am the following day, with Spot data available by early afternoon
MEASUREMENT OF PRINT READERSHIP IN NZ Conducted by Nielsen Media Research Primary purpose is to measure readership of newspaper and magazines in NZ and provide the industry with a currency for buying and selling ad space. However the survey also tracks a wide range of other information such as, shopping behaviour, food & beverage consumption, renovations, media consumption, travel and interests. This can be broken down by different demographics (ie age, gender etc) and allows us to profile TV programmes against a wide range of consumer groups. Each year the survey is completed by face to face interviews with 12,000 people across all of NZ (incl rural areas). It is a rigorous sampling process and includes 7 call-backs to try to achieve an interview.
FUSING TV AND READERSHIP TOGETHER Known as Nielsen CMI (Previously known as Panorama), this is Nielsen s single source data for media consumption in NZ CMI(Consumer & Media Insights) combines TV Ratings, readership, product usage, and now online behaviour in to one data source. Achieved using data fusion. Covers a broad range of marketing intelligence from basic demographics to consumer attitudes and interests, media usage, brand level product usage and consumer shopping behaviour Holistic view of media market Detailed media usage for specific consumer audiences Uses industry currencies