4A's SET TOP BOX SURVEY RESULTS - American Association of ...

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Nielsen Catalina Carl Spaulding SVP E-mail: Carl.spaulding@ncsolutions.com Phone: (801) 414-7209 Nielsen Catalina Solutions (NCS) is a joint venture between Nielsen and Catalina Marketing. NCS helps consumer package goods (CPG) marketers, agencies and media companies improve advertising efficiency and effectiveness by directly linking what consumers watch with what they buy using single-source datasets. NCS provides a comprehensive ―Watch & Buy‖ single-source view of advertising ― across TV, online, mobile, gaming, print and proprietary CRM consumer touch points. For TV, our watch assets include the Nielsen People Meter (NPM) panel, Nielsen Set Meter panel (in DMAs #25 – #60), and cable Set-Top Box (STB) households. We offer our clients a range of single-source datasets to fuel NCS solutions. For TV, the option is to base analyses on 1) the NPM only, or 2) the full NCS Watch panel, which includes STB data. Each option fulfills different business requirements. Using the NPM only portion of our TV single-source is best for Measurement of advertising sales impact and ROI of larger brands with high levels of household penetration and TV advertising spend Persons level audience viewership “Buyergraphic‖ rankers of TV networks, dayparts and programs based on category purchase behavior The full NCS Watch panel, which includes cable STB households, with its larger sample size, allows us to provide measurement services for smaller brands and campaigns. 20
We do not release the names of our STB data providers. However, although as a separate company we are not restricted from obtaining STB data on our own, in practice we work with the same STB data providers that Nielsen works with. Currently, NCS is receiving STB viewing data from approximately 850,000 households. Our STB data represents less than 1% of US households. STB data on its own is not projectable to the US population. At this point, we only use STB data in conjunction with Nielsen TV panel data – not as a standalone data source. Our STB data comes from a variety of markets across the US, both large and small. We use STB data on a national basis only, to augment the Nielsen TV panels when needed. For demographic targeting, our preferred watch assets are the Nielsen TV panels. For STB households, the independent third party that provides our blind match services also provides demographic attributes, including most of those listed above. 21
Page 1 and 2: 4A’s Set-Top Box Survey Results A
Page 3 and 4: 4A’s Set-Top Box Vendor Survey 1
Page 5 and 6: KantarMedia Jeff Boehme Chief Resea
Page 7 and 8: 8. Data Matching/Overlays Experian
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Page 11 and 12: Kantar Media Audiences, in conjunct
Page 13 and 14: In terms of standard uses, both our
Page 15 and 16: Our RPD service can be delivered th
Page 17 and 18: Jeff Boehme Chief Research Officer
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Page 21: Not at this point. National network
Page 25 and 26: NCS supports the integration of som
Page 27 and 28: Unique measures such as Engagement
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Page 31 and 32: We are currently working with indiv
Page 33 and 34: aired in, evaluates spots for both
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Page 37 and 38: TRA Bill Harvey Co-Founder, Vice Ch
Page 39 and 40: Household, age, gender, ethnicity,
Page 41: National network television Spot br

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