Internet Measurement Methodology - Television Bureau of Advertising
Internet Measurement Methodology - Television Bureau of Advertising
Internet Measurement Methodology - Television Bureau of Advertising
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<strong>Internet</strong> <strong>Measurement</strong> <strong>Methodology</strong><br />
There are several types <strong>of</strong> <strong>Internet</strong> audience measurement: panel-based, census-based, and<br />
survey-based. Similar metrics can differ dramatically among the types <strong>of</strong> measurement because <strong>of</strong> the<br />
wide variations in methodologies. The discrepancies among the measurement companies have caused<br />
a great deal <strong>of</strong> friction, especially since the numbers are used to set advertising rates.<br />
Panel-Based <strong>Measurement</strong><br />
Panel-based audience measurement tracks <strong>Internet</strong> user’s habits by developing and recruiting a panel<br />
that is representative <strong>of</strong> the population <strong>of</strong> Web users, and then installing s<strong>of</strong>tware on the panelists’<br />
computer for tracking. Participants receive several benefits for serving on the panel, like server-based<br />
virus protection. Information is compiled about the households and participants in the panel to provide<br />
a demographic pr<strong>of</strong>ile and to assure adequate representation <strong>of</strong> all segments.<br />
These companies project the usage and habits <strong>of</strong> the U.S. <strong>Internet</strong> population based on the data<br />
gathered from their panelists. Therefore, the size and diversity <strong>of</strong> the panel are essential for projecting<br />
statistically accurate numbers.<br />
The most recognized online panel-based audience measurement companies are Nielsen//NetRatings<br />
and comScore Inc.<br />
Census or Server-Based Audience <strong>Measurement</strong><br />
Web site analytics companies provide measurements directly from a website’s server or pages served<br />
from a website. <strong>Television</strong> station log file data is analyzed by these companies, which track the<br />
website’s traffic using two methods. One method involves placing a Java script tag on the pages <strong>of</strong> the<br />
website to send the traffic activity data back to the website analytics firm. The firm then produces<br />
reports on the activity and traffic.<br />
The second method allows the Web master to upload log files from the website. Data goes into a<br />
s<strong>of</strong>tware program that then produces summary reports.<br />
Server-based measurement methods track almost 100% <strong>of</strong> traffic on the website but may include some<br />
misleading activity such as internal traffic, duplication and spiders and robots. Filters can be set up to<br />
remove some <strong>of</strong> the misleading activity but this requires constant maintenance and updating due to the<br />
frequent new creation <strong>of</strong> spiders and robots.<br />
An additional problem with accurate measurement is the possibility <strong>of</strong> inflated traffic data due to user<br />
cookie deletion. Small text files called cookies are stored on the user’s computer to collect data that<br />
identifies the user. Users are deleting cookies more frequently or rejecting them as part <strong>of</strong> their Web<br />
browser settings. This means that since cookies identify unique users, cookie deletion can cause the<br />
same user to be counted numerous times, therefore inflating the website’s overall traffic. Cookie<br />
deletion may be <strong>of</strong>fset by users that reject cookies or multiple users accessing the same computer.<br />
Recognized companies in this area are Omniture, Google Analytics, Visual Sciences and WebTrends.<br />
Pros and Cons <strong>of</strong> Panel-Based and Server-Based <strong>Measurement</strong><br />
(Source: Editor & Publisher 10/11/07)<br />
ADVANTAGES<br />
Panel-Based<br />
• Panel participants can provide demographic data.<br />
• Panels may be better suited to eliminate duplicative traffic (home and work).<br />
• Panels are used by most large national advertisers and agencies, primarily for demographics.<br />
• Panels are a good option for measuring large sites with national audiences.
Server-Based<br />
• Tracks nearly 100% <strong>of</strong> actual website activity recorded at the server level, including workbased,<br />
military and foreign activity as well as mobile devices.<br />
• Server log files provide detailed user behavior actions such as top pages and section and user<br />
pathing through site.<br />
• Good option for sites not covered by panels.<br />
• Ad delivery and measurement are also server-based.<br />
DISADVANTAGES<br />
Panel-Based<br />
• Size and diversity <strong>of</strong> panel is imperative for accurate numbers.<br />
• Data may be volatile from month to month due to the number <strong>of</strong> panelists in survey.<br />
• Panels may report limited at-work activity, due to the number <strong>of</strong> at –work panelists.<br />
• Panels may not adequately measure smaller or geographically narrow sites.<br />
• Panels may not track traffic from many <strong>of</strong> the new mobile devices.<br />
Server-Based<br />
• User cookie deletion may inflate overall traffic numbers.<br />
• New spiders and robots can create misleading activity if not properly filtered.<br />
• One user accessing the <strong>Internet</strong> from multiple computers may create duplication<br />
• Does not provide audience demographic data.<br />
Survey-based <strong>Measurement</strong><br />
<strong>Measurement</strong> companies involved in survey-based measurement <strong>of</strong> local Web usage are generally<br />
companies whose primary measurement efforts are for other media. Two <strong>of</strong> the recognized local<br />
survey-based companies, The Media Audit and Scarborough, originally measured newspapers and radio<br />
and have added <strong>Internet</strong> usage to their surveys in recent years.<br />
Survey sizes for these companies are generally large and demographically diverse. Surveys are<br />
generally RDD telephone surveys with additional information in printed booklets. The disadvantage <strong>of</strong><br />
survey-based measurement for <strong>Internet</strong> usage is that the usage is based on the participant’s recall <strong>of</strong><br />
sites visited.<br />
New Developments in <strong>Measurement</strong><br />
Nielsen Combining TV and Online Ratings<br />
Nielsen announced a plan in December to accelerate the integration <strong>of</strong> its measurement <strong>of</strong> TV and online video<br />
viewing. The plans call for Nielsen to complete the addition <strong>of</strong> <strong>Internet</strong> measurement to its National <strong>Television</strong><br />
Panel by Aug. 31, 2010.<br />
The initiative, which is called "TVandPC," will create the industry's first single source measure <strong>of</strong> viewing to<br />
both TV and online. Once the rollout is complete, Nielsen will be able to report online video viewing from 7,500<br />
National People Meter homes, representing about 20,000 people and 12,000 computers.<br />
The new TVandPC service will serve as the foundation for a number <strong>of</strong> Nielsen’s cross platform measurement<br />
initiatives, including the ability to report an "extended screen" rating for programming and commercial content<br />
that air on both TV and online. According to Nielsen, Extended Screen Evaluation Data will be delivered by<br />
Dec. 31, 2010 and Extended Screen data will be included in the TV ratings currency in Feb. 2011.
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