The measurement firm’s Steve Hasker says it’s increasingly important that audience measurements keep up with the changes in media as viewers migrate to other platforms.
TVB FORWARD CONFERENCE
Nielsen Aims For Set-Top Box Measurement
The Nielsen Co. says it has made a top priority of reinventing local TV audience measurements by adding more markets, more depth and more analytics to the process.
“We are improving the quality of current service. We also are working to reinvent this system for the future,” said Steve Hasker, Nielsen president of media products and advertising solutions.
Speaking at the TVB Forward Conference in New York today, Hasker said it’s increasingly important that audience measurements keep up with the changes in media as viewers migrate to other platforms. It also is important to reach demographics that currently are under-represented, he said.
Nielsen is “very bullish” about establishing a widespread system of collecting data using set-top boxes in the near future. Expanding the number of metered markets — and the penetration of meters in markets currently included — is another priority, he said.
Comments (4)
Mike Sothard says:
September 14, 2011 at 4:18 pm
Why doesn’t the TV manufacturer install something that can be “read” by Nielsen or any other provider? People buy TVs. They are not so inclined to buy another box. My TV already looks like a shoe store with all of the boxes stacked up!
Christine Hohlbaum says:
September 15, 2011 at 8:52 am
According to Nielsen, there are no Hispanics in Oklahoma. Meanwhile, the OKC Public Schools report 44% Hispanic, 28% Black & 20% White. Tulsa Public Schools reports 31% Black, 30% White & 25% Hispanic.
Lee Redick
Director of Sales
Telemundo-Univision Oklahoma
Sara Sellars says:
September 15, 2011 at 9:14 am
Rentrak is already providing currency-quality audience measurement from 8,000,000 HH nationally. We measure all 210 DMA’s, and after only 18 months in the marketplace we have over 80 client stations in 45 markets ranging in size from Houston and Dallas, to Charlotte and Birmingham, to Reno and Waco. There is true choice today in audience measurement – business is no longer as usual. (Note: I am SVP Local Market Television at Rentrak)
Bob Freeman says:
October 3, 2011 at 7:43 pm
This certainly validates that Rentrak is a strong competitor. Taking this sort of action seems to imply that Neilsen is losing confidence in their traditional model.