Jose De La Rosa
Measuring an audience that still watches linear TV, but connects to streaming, and shifts from television to mobile or tablet is a challenge that is beginning to find answers. Nielsen has been working on cross-media measurement for about five years, preparing for the moment the industry is experiencing.
Its panel methodology able to identify a home has received updates with the incorporation of a nanometer for linear TV, a much more efficient device, remotely controllable and that will withstand signal and electricity blackouts.
Along with the nanometer will work the streaming meter, which will be able to analyze home Internet traffic to complete the analysis of audience behavior, explained José de la Rosa, director of Nielsen Operations in Latin America.
“In Nielsen One we are moving towards what we call a single source, which means that all this data comes from a single source, with the correct demographics and updated household information,” said De la Rosa. “We set up a laboratory panel and we are testing the two technologies and, as we are an accredited market, we will need all this information for when we go to talk with the industry.”
De la Rosa figures out that in the second half of 2023 this tool could be available to their clients. “We don’t want to impose measurements; we have to reach consensus with the industry about what we are going to measure.”
Nielsen estimates that the information that could be obtained from the streaming measurement will be at least the minimum to know to which platform the users are connected to. “But this measurement requires cooperation from the client-side, the owners of the content must provide us with the audio so that our streaming meter can recognize the content in their libraries, as well as the viewing time.” This is when the viewer is streaming through the TV, the same method they follow with linear TV measurement.
When it comes to mobile, content owners will need to place invisible tags on content that Nielsen’s tool can recognize, instead of listening to the device’s audio. But the tool allows the incorporation of other databases that the client has available or that Nielsen develops to make more specific crosses and measurements.
“Streaming measurement will be the basis of content negotiations and will allow us to make better investments.”
Nielsen is celebrating its 30th anniversary and De la Rosa, who has been with the company for 26 years and began as a technician and is now a senior executive, identifies the keys that have made it possible to go through all the technological transitions that the sector has experienced:
-Measure the present, thinking about the future.
-The panel they have developed is indispensable. “It has been a great job of knocking on doors, entering homes to be able to build this panel.”
-Listen to the industry needs. “Our methodologies are adapted to make the panel grow through the audits that are carried out and what the industry needs. Measurements should not be all the same.
-The number of years of experience and a great investment in the relationship with large data partners such as Google, Amazon, and Apple.
