All Access Exclusive: Nielsen’s Commitment To Continuous Audio Improvements, An Op Ed By Matt O’Grady
June 30, 2014 at 6:52 AM (PT)
NIELSEN EVP/Managing Director, Local Media MATT O’GRADY shares exclusively with ALL ACCESS what the company is focusing on in the wake of the recent LOS ANGELES PPM issues.
He writes, "At NIELSEN we believe in the power of reliable, transparent data upon which markets can confidently transact. Our commitment to excellence is the backbone of our company and the recent events in the LOS ANGELES radio market are something NIELSEN is taking very seriously in our measurement standards and quality controls. Our most important role in the industry is to deliver high-quality data in which broadcasters, agencies and advertisers alike can have the utmost confidence.
"When we acquired ARBITRON last year, we did so with the distinct purpose of bringing in-house a platform that reaches nearly all of us on a daily basis; more than 90% of Americans are listening to the radio each week and radio trails only television when it comes to how we spend our time as consumers. Since the creation of NIELSEN AUDIO, we have also been investing in the audio business with several initiatives. We are increasing sample sizes by 12% in electronically measured PORTABLE PEOPLE METER (PPM) markets by the end of this year, we are improving the quality of our samples (particularly among young adults) and helping to prove radio’s value as an integral part of the media marketing mix with return on investment research. Nielsen is also working to develop digital audio measurement that can capture streaming audio across multiple platforms.
"NIELSEN’s (and before that, ARBITRON’s) background in developing industry-standard audio methodology extends back more than 40 years, and NIELSEN has been in the business of big data for nearly a century; this has taught us that improving our methods is an ongoing and perpetual process that is necessary to meet the standards of an audio industry that is evolving at the same time.
"In response to the issues in LOS ANGELES, we are also working in tandem with the MEDIA RATINGS COUNCIL (MRC) to strengthen our quality-control features in all of our markets nationwide. And, we’re collaborating with our customers to raise awareness around these kinds of issues so that everyone can have full confidence in our data.
Representative, consistent and high-quality measurement enables a strong and healthy audio marketplace. NIELSEN measures more than 250 local markets around the country and we work with more than three-quarters of a million respondents each year to capture radio listening. The NIELSEN average quarter-hour ratings are MRC accredited in more than 200 markets, including LOS ANGELES and 25 other PPM markets.
"We understand the need for reliable, high-quality data that our clients can have the utmost confidence in, and NIELSEN is working every day to deliver that for the industry."