Total Audience Measurement

Historically audience measurement was confined to silos — primarily TV, press and radio. With the onset of online advertising another silo was added — digital. Now that content is increasingly viewed across screens, the need for a multiplatform measurement tool that measures total audience, is a top priority.

A Nielsen spokesperson recently shared an example of a client’s programme where only 45% of the episode’s audience watched it live.  Of the remain audience, 32% watched it via DVR during the first seven days after it aired and 2% watched on DVR between 8 days and 35 days after it aired. Another 7% watched it on VOD, 6% watched via a connected TV and 8% watched digitally, streaming it on a PC, mobile device or tablet. (Source: Jason Lynch, Adweek, quoting Megan Clarken, EVP, global digital product leadership, Nielsen).

This illustrates the complexity of total audience measurement. As can be gauged from the example, the multiplatform measurement tool that Nielsen and few other service providers are developing, must meet the following requirements:

  • Measure audience across all screens and platforms including TV (live), DVR, VOD, connected (smart) TV, computer and mobile,
  • For both content and ads,
  • On an apple-to-apple basis.
  • De-duplicate the overlap in audience.
  • And satisfy diverse stakeholders (media owners, publishers, advertisers).

The apple-to-apple basis for comparison is one of the more challenging requirements. Currently the way display audience is measured is vastly different from the way that TV is measured. Hence the need to redefine the rules so that whatever is measured is comparable across platforms. And this process of redefining the currency involves all of the important stakeholder, including media buyers and sellers.

The metric currently used for measuring live TV — AMA (average minute audience) — is slated to become the currency for total measurement.

Nielsen is playing a leading role in engaging stakeholders and service development. The company launched total audience measurement in phases in 2016. The service was initially provided on a “private industry preview” basis, i.e., clients could see their own data. The company then launched the syndicated service, allowing access to the full data set.

The alliance of comScore, the leader in digital audience measurement, with Kantar in 2015, established a dependable framework for cross-media audience and campaign measurement capabilities. Their complementary strengths will pave the way for the deployment of global measurement capabilities in total audience measurement.

Previous     Next

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.







What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools


Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.


Dare to Play

Dare to Play


Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.