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Now that Nielsen has begun adding DVR data into its ratings, a strange occurrence has caused confusion among clients: some ratings and demographics are actually declining when the DVR data is added back into live ratings, Mediapost writes. Two explanations have surfaced.
Nielsen has reminded clients that the live ratings have included estimates for VCR audiences for about 20 years. The math created by Nielsen to calculate VCR audiences was designed only for its live ratings stream. When applied to the samples in its new DVR data streams, the VCR math changes the numerator and denominator, yielding “aberrations,” the company has said. Nielsen is still trying to understand all the ramifications of the new data streams, but any aberrations should diminish as the DVR sample grows.
But some believe that the anomalies may be caused by the weighting system Nielsen uses to adjust its ratings based on the composition of certain demographic groups in its samples. Nielsen’s calculation systems are so complex, particularly since they’ve weighted people in the database “so that a person is not simply a person,” said Tim Brooks, vp research, Lifetime Television. “Therefore, when they do multiple calculations, they run the risk that people who were heavily weighted in the ‘live’ sample may not be in the playback sample,” he told Mediapost.
Nielsen’s addition of DVR playback viewing to its data streams has been controversial. Media buyers want live viewing data, because advertisers are unsure of how much of the DVR playback might be fast-forwarding through commercials. But TV sales executives want to base deals on seven days’ worth of DVR playback viewing.
In November, the six major networks held a press conference to urge advertisers to consider DVR playback viewing when making their media buys. Other than disaster-relief benefits, this was believed to be the first time the networks had made a joint presentation on advertising-related issues, proving just how important the topic of DVR playback viewing has become.
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Everyday with Rachael Ray magazine has created :30 spots for two advertisers who have made 3- to 4-page commitments in the magazine, to run on the CBS Outernet network.
The spots will be shown on CBS Outernet’s supermarket TVs, writes Mediaweek. In a…
It’s official: with a full 28 days of data, ABC can claim to be the top network in terms of adults 18-49, its fourth November win in the demo. CBS can also claim a victory, winning in households and total…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
