Nielsen To Add PPMs To Local TV Panels
September 30, 2016 at 5:54 AM (PT)
NIELSEN is doubling the sample size for its TV ratings by adding its NIELSEN AUDIO PPM panels to the present TV panels. The move will be introduced in 2017 and will be used across 44 local TV markets where PPMs are presently used for radio ratings.
NIELSEN expects the addition to lead to a 40% decrease in zero audience estimates. In addition, the company will unveil a stand-alone service in first quarter 2017 that will offer out-of-home viewing numbers, based on PPM data.
“As part of our overall local market enhancement measurement strategy, NIELSEN is maximizing the strengths of various data sets, including PPM data and Return Path Data, to help our local clients understand their total audience by capturing all sources of viewing. Additionally, we are providing them with the tools needed to maximize their audience and grow their business,” said NIELSEN Product Leadership President MEGAN CLARKSEN. “The media industry is in the midst of an important transition and people have endless options for viewing their favorite content. We are the only measurement provider that can directly measure the out-of-home television audience.”