Demonstrates the Importance of Common Metrics to Total Audience Measurement
WASHINTON, DC – June 23, 2015 – Today, Nielsen unveils the results of the Q1 2015 Total Audience Report at its annual client conference and global events series Consumer 360. The latest edition of the report examines the different ways consumers are connecting with content and provides a comparable look at how devices, channels and technology platforms measure up against each other on a level playing field. The report also shares insights on how often different devices are accessed and time spent on each device.
An emphasis is placed on the importance of comparing different platforms using common metrics. The report addresses industry confusion around the common error of comparing digital video views, or uniques, with TV average minute audience.
According to Nielsen’s Total Audience Report, radio and traditional television have the largest Reach of any of the platforms that were analyzed. Specifically, radio reaches nearly 223 million listeners weekly (93% of US adults) and television reaches over 209 million viewers (87%). Among digital devices, Smartphones have the greatest weekly reach, reaching 70% of the adult U.S. Population.
“The proliferation of technological devices has allowed consumers the luxury of connecting to content in their own ways and at their own leisure. However, measuring the value of viewers of different devices—because of the differences in the nature of the platforms themselves—have not historically aligned,” says Glenn Enoch, SVP Audience Insights & Analysis, Nielsen. “In this edition of the Total Audience Report, we took a hard and impartial look at look not just on how many consumers are connecting with devices and platforms, but how often and for how long.”
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
Sal Tuzzeo, [email protected]