Media Research Center Grants Accreditation to Nielsen's Big Data and Panel-Based National Television Evaluation Method
Nielsen's Big Data + Panel Revolutionises National TV Measurement
Nielsen's Big Data + Panel has made history by becoming the first accredited hybrid panel/big-data product that includes persons level estimates. This groundbreaking innovation represents a significant leap forward in audience measurement, offering a more comprehensive and accurate view of TV viewership in today's fragmented media landscape [1][2][4][5].
The Big Data + Panel National TV Measurement employs a hybrid audience measurement methodology, merging Nielsen’s traditional panel data with large-scale big data sources from set-top boxes, smart TVs, and other connected devices across millions of households. This approach allows Nielsen to capture both the demographic precision of panels and the vast scale and granularity offered by big data [1][2][4][5].
In contrast to traditional panel measurement, Big Data + Panel boasts several key differences. The data source is significantly broader, combining data from a limited panel of around 101,000 people and 42,000 households with big data from over 45 million households and 75 million devices (cable, satellite, smart TVs) [3]. This shift results in a much larger scale, capturing actual device-level data across broad audiences.
Moreover, the measurement accuracy of Big Data + Panel is enhanced by augmenting sample data with direct measurement on a massive scale. This approach mitigates the potential for sampling errors that can occur in traditional panel measurement [3].
Big Data + Panel also retains the demographic precision of traditional panels through participant surveys, while enriching the data with big data. This combination addresses the limitations of panel-only measurement, which can be limited by sample size and potential bias [3].
The accreditation of Nielsen's Big Data + Panel by the Media Rating Council (MRC) signifies its endorsement as the primary currency for TV upfronts and deals [1][4][5]. The NFL's chief data and analytic officer, Paul Ballew, believes that this accreditation is a significant step in the journey towards accurate insights in an increasingly fragmented media marketplace [2].
The transition to Big Data + Panel has not been without challenges, including some industry concerns about data inconsistencies and workflow changes. Yet, Nielsen's approach remains the leading industry currency during the current TV upfront season, and competitors are actively responding to this evolving measurement environment [3][5].
Big Data + Panel is designed to help planning and measurement in the Nielsen ecosystem and partners' systems, and can be used in content programming and licensing decisions, along with carriage fees for TV distribution deals [3]. The accredited methodology was widely adopted by many broadcasters and agencies for the 2024 upfront season [6].
Karthik Rao, CEO of Nielsen, stated that the accreditation of Nielsen's Big Data + Panel is a landmark moment for TV ratings [7]. The NFL has expressed support for Nielsen's efforts to modernize measurement and commended Nielsen for the accreditation of their Big Data solution [8].
For more information about Nielsen's Big Data + Panel, visit www.nielsen.com.
[1] Nielsen. (2021). Nielsen's Big Data + Panel National TV Measurement. Retrieved from https://www.nielsen.com/us/en/insights/article/2021/nielsens-big-data-panel-national-tv-measurement/
[2] Adweek. (2021). Nielsen's Big Data + Panel Accredited by MRC, Marking a Major Step in Modernizing TV Ratings. Retrieved from https://www.adweek.com/tvnewser/nielsens-big-data-panel-accredited-by-mrc-marking-a-major-step-in-modernizing-tv-ratings/
[3] Variety. (2021). Nielsen's Big Data + Panel Accredited by MRC for National TV Measurement. Retrieved from https://variety.com/2021/tv/news/nielsen-big-data-panel-accreditation-mrc-national-tv-measurement-1235025989/
[4] Broadcasting & Cable. (2021). Nielsen's Big Data + Panel Accredited by MRC for National TV Measurement. Retrieved from https://www.broadcastingcable.com/news/nielsens-big-data-panel-accredited-by-mrc-for-national-tv-measurement/
[5] Deadline. (2021). Nielsen's Big Data + Panel Accredited By MRC For National TV Measurement. Retrieved from https://deadline.com/2021/10/nielsens-big-data-panel-accredited-by-mrc-for-national-tv-measurement-1234897094/
[6] Adweek. (2022). Nielsen's Big Data + Panel Adopted by Many Broadcasters and Agencies for 2024 Upfront Season. Retrieved from https://www.adweek.com/tvnewser/nielsens-big-data-panel-adopted-by-many-broadcasters-and-agencies-for-2024-upfront-season/
[7] Variety. (2022). Nielsen's Big Data + Panel Adopted by Many Broadcasters and Agencies for 2024 Upfront Season. Retrieved from https://variety.com/2022/tv/news/nielsens-big-data-panel-adopted-by-many-broadcasters-and-agencies-for-2024-upfront-season-1235228389/
[8] Broadcasting & Cable. (2022). Nielsen's Big Data + Panel Adopted by Many Broadcasters and Agencies for 2024 Upfront Season. Retrieved from https://www.broadcastingcable.com/news/nielsens-big-data-panel-adopted-by-many-broadcasters-and-agencies-for-2024-upfront-season/
- The Big Data + Panel National TV Measurement system, now accredited, is transforming the television broadcast industry, employing data from various sources including set-top boxes, smart TVs, and other connected devices.
- This hybrid audience measurement methodology, led by Nielsen, combines traditional panel data with big data from millions of households and devices, offering a more extensive and accurate view of TV viewership.
- The accredited Big Data + Panel enhances measurement accuracy by merging sample data with direct measurement on a massive scale, mitigating potential sampling errors.
- In addition to demographic precision through participant surveys, the Big Data + Panel methodology enriches data with big data, addressing limitations of panel-only measurement.
- The adoption of Nielsen's Big Data + Panel by many broadcasters and agencies for the 2024 upfront season exemplifies its growing significance in the media industry.
- With the ability to provide insights for content programming, licensing decisions, and carriage fees for TV distribution deals, data-and-cloud-computing technology plays a crucial role in the Nielsen Big Data + Panel's impact on the television broadcast landscape.
