Nielsen, ESPN team for cross-platform study
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ESPN and The Nielsen Company announced a new collaboration to measure how consumers use media across a variety of platforms including television, the Internet and digital mobile devices. With its TV network available in 93 million households and 18 million unique web users per month, ESPN will work with Nielsen to develop a new model for cross-media measurement.
The initiative, via NielsenConnect, will feature the first deployment of Nielsen's TV/Internet Convergence Panel, the new integrated sample of households being assembled by Nielsen to measure TV and Internet use within a household. It will also link research data from Nielsen Mobile and other measurement sources to evaluate the cross-media usage and provide the opportunity for several ESPN advertisers to study insights about their advertising on ESPN platforms.
The panel will measure the impact of TV promotions on driving people to the Internet and of Internet promotions driving users to watch ESPN programs; the number of hours of TV and Internet usage per week, in total, and by time of day for any specific demographic or viewer type; and simultaneous media usage across various combinations, such as viewing TV and streaming.
Nielsen will also link its television and Internet measurement to the ESPN Sports Poll, a tracking survey that monitors general fan profiles, viewing habits, event attendance and sports industry trends. This data "fusion" will allow ESPN to analyze TV viewing and Internet usage against specific variables from Sports Poll or a combination of variables.
To measure the impact of content on mobile devices, Nielsen will also fuse its existing TV/Internet fusion product with data from its Telephia service, which measures mobile web and video usage.
Once the fusion is complete, ESPN will be able to measure the unduplicated reach of ESPN's traditional TV programming, ESPN.com and ESPN mobile video; measure the overlap across the platforms; and illustrate the demographic and market break composition of various combinations of audiences.
The initiative, via NielsenConnect, will feature the first deployment of Nielsen's TV/Internet Convergence Panel, the new integrated sample of households being assembled by Nielsen to measure TV and Internet use within a household. It will also link research data from Nielsen Mobile and other measurement sources to evaluate the cross-media usage and provide the opportunity for several ESPN advertisers to study insights about their advertising on ESPN platforms.
The panel will measure the impact of TV promotions on driving people to the Internet and of Internet promotions driving users to watch ESPN programs; the number of hours of TV and Internet usage per week, in total, and by time of day for any specific demographic or viewer type; and simultaneous media usage across various combinations, such as viewing TV and streaming.
Nielsen will also link its television and Internet measurement to the ESPN Sports Poll, a tracking survey that monitors general fan profiles, viewing habits, event attendance and sports industry trends. This data "fusion" will allow ESPN to analyze TV viewing and Internet usage against specific variables from Sports Poll or a combination of variables.
To measure the impact of content on mobile devices, Nielsen will also fuse its existing TV/Internet fusion product with data from its Telephia service, which measures mobile web and video usage.
Once the fusion is complete, ESPN will be able to measure the unduplicated reach of ESPN's traditional TV programming, ESPN.com and ESPN mobile video; measure the overlap across the platforms; and illustrate the demographic and market break composition of various combinations of audiences.
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