Nielsen Journal of Measurement
WELCOME TO THE NIELSEN JOURNAL OF MEASUREMENT
The Journal dives deep into the technical and methodological measurement work happening every day at Nielsen. Our third issue of the journal focuses on the new world of television measurement. Download the full journal or explore the featured articles individually to learn more. You can also read shorter snapshots that provide updates on other important work.
Topic Areas
Big Data
In today’s world, much of what every one of us does becomes one more entry in a vast Big Data repository. This is a boon to market researchers everywhere, but it comes with its own set of challenges. In the NJM, we’re exploring ways in which Big Data can be used anonymously to improve on past methods and to further our understanding of consumer behavior.
Surveys
The advent of online surveys in recent years has brought surveys into the mainstream. It’s become extremely easy—and cost-effective—to design and administer a questionnaire, but not all surveys are created equal. The NJM highlights the importance of a scientific approach to surveying, regardless of the medium, and how the field continues to evolve to answer today’s demands.
Neuroscience
We now have reliable tools to monitor a consumer’s neurological and emotional response to a stimulus: a television program, advertisement, website, promotion, packaging, etc. The field is evolving rapidly, and it’s allowing researchers to uncover new dimensions in our behavior as consumers. The NJM keeps you abreast of new developments in this exciting field.
Analytics
The need to make sense of Big Data has increased the pressure on technologists, statisticians and market analysts to refine old algorithms and develop new data analysis techniques. Today, analytics are needed in every business decision, and Data Science is a rich field of exploration and development. We discuss how it’s evolving to meet the challenge.
Panels
Panels are the backbone of syndicated measurement solutions around the world. It takes serious attention to detail to manage a reliable panel: from participant selection to recruitment, management, cooperation, turnover, etc. The stakes are high and every aspect of a panel operation requires constant monitoring and scientific validation.
Technology
New technology is created every day, some of it is so ground-breaking that it transforms our behavior and creates entirely new markets. To reach their full potential, new technologies need to be supported by robust measurement solutions, especially when they occur in the consumer space. The NJM explores the measurement implications of those new technologies.
Featured Articles
The Big Picture: Technology to Meet the Challenges of Media Fragmentation
By Arun Ramaswamy, Chief Engineer, Nielsen
It’s a great time to be a media consumer. New streaming technologies with over-the-top (OTT) apps, connected devices and social media are redefining the media landscape. While traditional linear TV offers an increasing array of new channels and new features (e.g., cloud-based DVR), OTT providers are making their mark with curated and skinny bundles for live programming choices. Exclusive content from OTT and subscription video-on-demand (SVOD) providers is exploding. Consumers can truly choose to watch anytime, anywhere and on any device.
Co-Viewing on OTT Devices: Similarities and Differences
By Kumar Rao, Kamer Yildiz, and Molly Poppie, Data Science Methods, Nielsen
When we watch television, we often have someone else in our household watching with us: a spouse, a child, a roommate, even a family guest. That behavior is called ‘co-viewing,’ and it’s been a topic of intense social research for as long as television has been around.
Using Machine Learning to Predict Future TV Ratings
By Scott Sereday and Jingsong Cui, Data Science, Nielsen
TV ratings are used to predict the future. They set expectations and affect programming decisions from one season to the next, and they help set the cost of advertising (advertising rates) well in advance of when a program goes on the air. In the U.S. for instance, TV networks sell the majority of their premium ad inventory for the year at the “upfront,” a group of events that occur annually each spring. For each network, the upfront is a coming-out party to introduce new programs and build up excitement for the upcoming season, but behind the curtains, it’s very much a marketplace for advertisers to buy commercial time on television well ahead of schedule.
Snapshots
LETTER FROM THE EDITOR
EDITOR-IN-CHIEF
SAUL ROSENBERG
MANAGING EDITOR
JEROME SAMSON
REVIEW BOARD
PAUL DONATO
EVP, Chief Research Officer
Watch R&D
MAINAK MAZUMDAR
EVP, Chief Research Officer
Watch Data Science
FRANK PIOTROWSKI
EVP, Chief Research Officer
Buy Data Science
ARUN RAMASWAMY
Chief Engineer
ERIC SOLOMON
SVP, Product Leadership
The world of measurement is changing.
Thanks to recent advances in data collection, transfer, storage and analysis, there’s never been more data available to research organizations. But ‘Big Data’ does not guarantee good data, and robust research methodologies are more important than ever.
Measurement Science is at the heart of what we do. Behind every piece of data at Nielsen, behind every insight, there’s a world of scientific methods and techniques in constant development. And we’re constantly cooperating on ground-breaking initiatives with other scientists and thought-leaders in the industry. All of this work happens under the hood, but it’s not any less important. In fact, it’s absolutely fundamental in ensuring that the data our clients receive from us is of the utmost quality.
These developments are very exciting to us, and we created the Nielsen Journal of Measurement to share them with you.
Saul Rosenberg
