RETURN PATH DATA: LESSONS LEARNED & MEASURING THE...
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Copyright © 2017 The Nielsen Company. Confidential and proprietary. Brian Fuhrer SVP - Product Leadership 2017 August RETURN PATH DATA: LESSONS LEARNED & MEASURING THE CONNECTED VIEWER
Transcript of RETURN PATH DATA: LESSONS LEARNED & MEASURING THE...
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Brian Fuhrer
SVP - Product Leadership
2017 August
RETURN PATH DATA: LESSONS LEARNED & MEASURING THE CONNECTED VIEWER
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Drivers of Change
Buyers and sellers want “currency” to reflect ecosystem opportunities
Challenges Solutions
Fragmentation of audience based
on expanded options
Distribution across digital and
mobile devices
Consumers extending time shifting
window
New disruptive distribution
platforms
Panel expansions, supplemental
panels, RPD
Digital measurement beyond the
TV glass
Provide measurement beyond
traditionally adopted intervals
Develop measurement techniques
to capture all video consumption
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The Total Audience Story Continues To Unfold
C3/C7
Digital in TV
Ratings
Digital Ad Ratings
Total Ad Ratings
Digital Content
Ratings
VOD Content
Ratings
Out Of Home
Total Content
Ratings
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Return Path Data
Tuning data that cable and
satellite providers can
collect from their
subscribers’ set-top boxes
Not all Set-top boxes are return path capable
The scope of available data varies by provider, not all providers
capture Time Shifted Viewing
Return Path data is not “plug and play” into television ratings
WHAT IS RETURN PATH DATA (RPD)?
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IS WHAT YOU SEE WHAT YOU REALLY GET?
Quantity Quality
Opportunity to View Actual Viewer
Return Path Data (RPD) Census
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THE IMPORTANCE OF PANELS IN
INTEGRATING STB DATA
IS THE SET ON OR OFF?
WHO IS IN THE HOME?
WHO IS WATCHING?
IS THE VIEWING DIFFERENT IN STB
HOMES NOT RETURNING DATA?
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COMMON HOME ANALYSISNielsen’s Unique Ability to understand accuracy, quality and coverage of STB Data
Directly Comparing Nielsen Homes to Return Path Data
STEP 1
STEP 2
STEP 3
HH CHARACTERISTIC ACCURACY CHECK
COMPARE PANEL TUNING TO PROVIDER TUNING DATA
ADJUST AND CORRECT KNOW DISCREPANCIES
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8
NIELSEN PANEL HOME
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NIELSEN PANEL HOME
SET TOP BOX DATA
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NIELSEN PANEL HOME
SET TOP BOX DATA
NIELSEN METER DATA
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NIELSEN PANEL HOME
SET TOP BOX DATA
NIELSEN METER DATA
SAME HOME/SAME TVs
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COMMON HOMES IDENTIFIES ERRORS
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NIELSEN PANEL HOME
SET TOP BOX DATA
NIELSEN METER DATA
X
SIDE-BY-SIDE COMP
SAME HOME/SAME TVs
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
WHAT ARE THE ISSUES WE FOUND WE NEED
TO CORRECT IN STB DATA?
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TUNING ISSUES IN STB DATA REQUIRING
CORRECTIONS
Spikes In Viewing,
Often in Key
Dayparts, Inflating
HUT while
Depressing Shares
Gaps in Viewing, No
TSV, Overstating Live
Viewing and Random
Inaccuracies in
Reporting Station
Audiences
Assigning Viewing
Incorrectly to
Wrong Program,
Creating Incorrect
Audience Data
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CORRECTING MIS-ASSIGNED TUNING
7.0%
8.8%
4.2%
7.2%
4.4%5.9%
2.9%
27.3%
0%
5%
10%
15%
20%
25%
30%
Affiliate A Affiliate B Affiliate C Affiliate D
% of Tuning Minutes
NPM
RPD
Source: Nielsen Common Homes, May 2016
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CORRECTED INPUT DATA
Source: Nielsen Common Homes, May 2016
Includes all Reportable Networks and Stations for the May 2016 NSI Measurement Period
Network and Station Crediting – Time-Shifted Viewing
74% ENTITIES CORRECTLY IDENTIFIED BEFORE NIELSEN FIXES
ENTITIES CORRECTLY IDENTIFIED AFTER NIELSEN FIXES 96%
HIGH-QUALITY PANELS AND THE SCIENCE TO APPLY THEM ARE CRITICAL
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CORRECTED INPUT DATA
Source: Nielsen Common Homes, May 2016
Includes all Reportable Networks and Stations for the May 2016 NSI Measurement Period
Time Crediting – Time-Shifted Viewing
PROVIDER DATA CREDITS
DAYTIME DRAMA
NIELSEN PANEL CREDITS
LOCAL NEWS
DRAMA INCORRECT CREDITING YIELDS
INCORRECT AUDIENCE ESTIMATES
SOME PROVIDERS SHOW
100%INCORRECT CREDITING
WITHOUT THE RIGHT CALIBRATIONS BIG DATA CAN BE JUST WRONG DATA
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
WHAT ARE THE END RESULTS ONCE WE
BRING TOGETHER MEASUREMENT FOR THIS
MARKET?
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BENEFITS OF METERS + RETURN PATH DATA
NewsFewer Swings, More Stability
Better Gauge of Performance
SalesMore Accurate Projections
Fewer Make-Goods
PromotionMore Stability brings Confidence in Marketing
Plans
Fewer Reactionary Mornings
ProgrammingLess Bounce, Confidence in Programming
Decisions
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
MEASURING THE CONNECTED VIEWER
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MORE MEDIA OPTIONS FILLING UP CONSUMERS’ DAY
Weekly Time Spent Based on the Total US Population Based on Qtr 1, P18+
Source: Nielsen Total Audience Report and Audience Insights Analysis
0
7
14
21
28
36
43
50
57
64
72
79
86
2002 2007 2012 2017
Tablet
Smartphone
PC
Multimedia Device
VCR
Game Console
DVD / Blu-Ray
Time-Shifted TV
Live TV
Radio
Ho
urs
pe
r W
ee
k
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VIDEO GAMESVOD DVR
DEVICE OWNERSHIP/ACCESS – Q2 16 VS. 17
Source: Nielsen National Panel (Scaled Installed Count) 2/15/2016 vs. 2/15/2017
HD TV SMARTPHONE DVD VOD TABLET
96% 87% 72% 62%
+2% +5% -7% -1% +5%
59% 54%
+11% +5% -2% +29%
33%
MULTIMEDIA
DEVICE
+24%
ENABLED
SMART TV
+27%
YOY DIFF%
63%
43% 31%
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TOTAL CONTENT BEYOND LINEARAverage minutes per person per day
0
10
20
30
40
50
60
70
80
P2-11 P12-17 P18-24 P25-34 P35-54 P55+
Q1 2007
Q1 2008
Q1 2009
Q1 2010
Q1 2011
Q1 2012
Q1 2013
Q1 2014
Q1 2015
Q1 2016
Q1 2017
Source: Nielsen National Data, Total Day, Average Minutes Per Person Per Day, Total Usage Minus Live and Time-shifted Viewing.
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IMPACT OF TV CONNECTED DEVICES
Source: Feb 15, 2017 – Nielsen National Panell. Digital Streaming Devices (Amazon FireTV, Apple TV, Google Chromecast, Roku). Enabled Video Game Consoles (Sony
Playstation, Microsoft Xbox, Nintendo Wii).
73 MILLION or 62% of TV
households
have at least one of these devices
DIGITAL
STREAMING
DEVICES
INTERNET-ENABLED
VIDEO GAME
CONSOLES
INTERNET-
ENABLED
SMART TVS
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0
5
10
15
20
25
30
35
P2-11 P12-17 P18-24 P25-34 P35-54 P55+
Q1 2012
Q1 2013
Q1 2014
Q1 2015
Q1 2016
Q1 2017
INTERNET CONNECTED DEVICE USAGEAverage minutes per person per day
Source: Nielsen National Data – Internet Connected Device Usage (Multimedia Device and Smart TV, excludes Videogame Console).
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SUBSCRIPTION VIDEO ON DEMANDPercent of TV households with access
Source: Nielsen National Panel (Scaled Installed Count) June 2014, 2015, 2016, 2017
38%
33%
11%
6%
45%
41%
16%
8%
53%
48%
23%
12%
59%
53%
31%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Any SVOD Netflix Amazon Hulu
2014
2015
2016
2017
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STREAMING INSIGHTSStreaming accounts for 13% of all TV usage among over-the-top capable homes
Custom Streaming Meter Usage Report, Sum of Daily Streaming Minutes – Unweighted, P2+, 6/26/17 – 7/23/17
50%
11%
7%
6%
26%
Video Streaming % Distribution
Netflix Youtube Hulu Amazon Others
13%
% of Streaming
Other Usage Video Streaming
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STREAMING CONSUMPTION BY AGE
Custom Streaming Meter Usage Report, Sum of Daily Streaming Minutes – Unweighted, P2+, 6/26/17 – 7/23/17
More than a fifth of all TV usage is Video Streaming for the P2-34 demo
87%80% 78% 79% 76%
91% 95%
13%20% 22% 21% 24%
9% 5%
0%
20%
40%
60%
80%
100%
P2+ P2-11 P12-17 P18-24 P25-34 P35-54 P55+
% of Streaming out of Total Usage of TV
Other Usage Video Streaming
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KEY TAKEAWAYSOngoing Shifts In Consumer Behavior Require Measurement Solutions
• Media Options, the More the Merrier
• Consumers are Getting Connected—
In More Ways Than One!
• SVOD Services Continue to Make Gains
• More Ways To Access Content Results in
Happier Consumers
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
