verdana
verdana

Reinventing The Diary Ratings...

 
Monday, February 26, 2024
 
Sweeping changes are coming to the Nielsen diary-based, random probability samples that the research company has been famous for. Everything in on the table from how survey participants are recruited, screened, and incentivized to how diary-keepers record their audio listening...
 
While keeping their random probability system that they're known for, Nielsen is bringing the half-century old paper-and-pencil diary service into the 21st Century. "It's the biggest investment that we're making, ever, into the diary service," says VP Of Insights Jon Miller. "It's going to modernize the service, make it more competitive, and more importantly, better able to capture all the ways people listen."
 
The multi-year effort, which began last year, is comprised of four key initiatives aimed at getting more young people and other difficult-to-reach groups to participate in the recall-based service that measures more than 150 local radio markets. The goal is to improve sample proportionality, making it more closely resemble the market population being measured...
 
Here's a look at the components of what Nielsen is touting as its Audio Diary Transformation:
  • The first contact Nielsen has with a household is the survey screener, which has long been delivered via the US mail. Now the process is being conducted digitally. The hope is that using digital methods to screen and incentivize participants will improve sample proportionality, especially among younger demos...
  • Sometime next year, paper diaries will be replaced by a mobile diary, a web-based survey that can be filled out on a phone or other digital device...
  • Unlike the paper diary, there are no columns to check but there are data fields where participants enter the station name, dial position, call letters, etc., along with the start and stop time of their listening and where it took place...
  • Address-Based Sample: Nielsen has been transitioning from random-digit dialing to a full address-based sample and now about 80% of its sample comes from using addresses. The goal is 100%. "It's making sure that everyone has a chance to participate, and that we get the full view of the market" says Nielsen Audio Managing Director Rich Tunkel...
Eliminating paper diaries and postage cost brings cost savings to Nielsen's efficiency-focused new owners. Will the company return some of those savings to its customers? Or plow it into larger sample sizes? "It's not a straight cost savings, excercize. It may be that it requires larger starting sample frames to get the same response rates, or it may be that it requires larger starting sample frames to get the same response rates, or it may be that we've got to add additional steps in the process of contact with them through different modes of communication," Tunkel says. "There's a sensitivity that we need to bring a resilient service forward, both in terms of the measurement, the data that comes out of that measurement, and providing a service that is affordable to our clients. The objective is to make sure we've got a strong measurement service that our clients can feel good about and support for decades to come."
 
(Many thanks to Paul Heine and the staff at Inside Radio for their Inside Story on Nielsen's Plans)...
 
Did You Know???
  • There's a critical new warning from scientists about an Atlantic Ocean system showing early signs of collapse...
  • Experts say that adults need to relax and do nothing more often, just like children do...
  • Sony has agreed to acquire half of Michael Jackson's catalog, said to be worth at least $1.2 billion. It is likely the richest transaction ever for a single musician’s work...
  • As hard as it is to believe, only 48% of Americans has a passport...
  • A New York state law will require businesses to clearly display the cost of purchasing items with a credit card, including any surcharges...
  • The area of Greenland's ice loss in the past three decades is roughly 36 times the size of New York City — land that is rapidly giving way to wetlands and shrubs...
  • The city of Sheffield in England claims to have given soccer to the world. Now it wants credit...
  • A DNA kit turned an Indiana woman's life upside down. She discovered her former boyfriend was her half-brother. It's considered fertility fraud...
  • An ESPN report detailed how the Golden State Warriors had tried unsuccessfully to land LeBron James at the NBA trade deadline. It came as no surprise to front-office executives. James, can be a free agent this summer...
  • Wendy’s is partnering with Cinnabon to add a new a cinnamon roll-like baked good to its morning menu, marking a unique partnership between two chains that often compete for similar price-conscious customers...

 

Print | Sitemap
© Mel Phillips Radio Views