While
Nielsen has been the historical standard of TV measurement,
they don’t currently measure direct viewing to local
cable interconnects
and systems. NCC recognized some time ago that agencies
and
advertisers need better guidance on what audience data
are available while understanding the benefits and limitations
of each. NCC has consulted with many of the most experienced
research professionals
in advertising to determine the most acceptable methodology
agencies would use to actually buy the medium. Based on
Nielsen’s
current product line, it is clear that modeling data to
a cable system,
interconnect or local cable channel is necessary to estimate
any local viewership.
The Fusion® Solution
NCC has identified and analyzed Nielsen’s
products and designed a modeling application to accommodate
the most widely accepted
positions. |
|
The
technique is FUSION—the fusing of 2 separate meter
based surveys—local metered market
household ratings and national people meter based demographics.
These 2 Nielsen products are the best in terms of quality,
each
fully accredited by the Media Rating Council (MRC).
The methodology has been presented
to a variety of industry forums, including the CAB, AAAA’s
and the
ARF. NCC’s goal is to establish at each national agency
an audience currency system that is statistically reliable,
consistent with their philosophy and compatible with their
in-house stewardship systems. This initiative will help
agencies more effectively plan and buy Spot Cable.
Currently, over 30 national advertising
agencies have endorsed this
methodology for the planning and buying of Spot Cable as
well as the AAAA’s in their report, “Guide To
Local Cable Television Implementation.” |
|
|
|
Fusion®
Benefits:
NCC has conceived,
designed and deployed FUSION as a solution to provide
local cable audience estimates for the purpose of
planning and buying the medium. There are some distinct
advantages toward using modeled data.
Benefits:
 Elimination
Of Diary Demo Underreporting
and ‘Zero
cell’
More
Reportable Data
Electronic
Panel Measurement
Large
Sample Sizes/High Reliability
Local
HH Ratings
All
National Cable Networks Available
Projectable
To Local Interconnect/System
Geographies
Non-Sweep
Data Available
Based
upon Nielsen’s 2 best datasets which
are
fully MRC accredited
Replicates
the results of local people meter
measurement
(LPM)
Clearly, audience
measurement for local television, including local
cable, needs to dramatically improve as newer technologies
continue to emerge. While NCC remains active in those
pursuits, FUSION provides the necessary
components of a common currency system, enabling the
industry to take greater advantage of the strategic
value of local cable advertising.
In 2002, NCC
was officially recognized by the U.S. Patent and Trademark
Office with a Certificate Of Registration of FUSION.
For more details contact: Nick Garramone, SVP, eBusiness and Research (212) 548-3300 |
|
|
