Nielsen Audience Watch User Guide

Nielsen Audience Watch User Guide

Nielsen Audience Watch

User Guide

Version 7.2.5

Document:

Document Version:

Revised:

Nielsen Audience Watch User Guide

1.0

August 2011

Audience Watch is a trademark or registered trademark of The Nielsen Company (US), LLC. Nielsen and the

Nielsen Logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Microsoft, Excel, and

Windows are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. Other company names and/or product/service names are trademarks or registered trademarks of their respective companies.

This documentation contains proprietary information of The Nielsen Company. Publication, disclosure, copying, or distribution of this document or any of its contents is prohibited, unless consent has been obtained from The Nielsen Company.

The data in this document is for illustrative purposes only and does not contain or reflect actual data and/or information provided by Nielsen.

Copyright © 2011 The Nielsen Company. All rights reserved.

Printed in the U.S.A.

Contents

Notes to Readers

Chapter 1

Chapter 2

Getting Started

System Requirements ....................................................................................4

About Nielsen Audience Watch ......................................................................6

About Audience Data......................................................................................7

Data Availability Schedule........................................................................8

Specifying Data Sources.................................................................................9

Nielsen Audience Watch Workspace............................................................ 11

Audience Watch® Toolbar......................................................................12

Nielsen Audience Watch Workflow ...............................................................13

Sample Selection

About Demographics ....................................................................................16

Selecting Demographics ........................................................................17

Demographic Settings ............................................................................18

Creating a Demo Set..............................................................................24

About Viewing Groups ..................................................................................25

Creating a Viewing Group ......................................................................26

Using Viewing Groups............................................................................27

Selecting a Date Range................................................................................29

About the Dayparts Window .........................................................................30

Creating a New Daypart .........................................................................32

Modifying an Existing Daypart................................................................33

Creating Optional Daypart Files .............................................................34

Selecting Networks .......................................................................................35

Chapter 3

Chapter 4

Program Schedules

About the Program Schedule........................................................................38

Program Schedule Toolbar.....................................................................39

Using the Program Schedule........................................................................41

Program Lists

About Program Lists .....................................................................................44

Program List Toolbar ..............................................................................45

Program List Tabs ..................................................................................47

Statistics........................................................................................................49

Creating a Program List................................................................................65

Adding Columns to a Program List ...............................................................66

Creating an Advertiser List ...........................................................................67

Importing into a Program List........................................................................68

Nielsen Audience Watch User Guide

Contents • 1

Contents …

Chapter 5

Chapter 6

Dumping Data from a Program List.............................................................. 69

About Pivot Tables and Program Lists ......................................................... 70

Creating a Pivot Table .................................................................................. 71

About Duplication Matrices .......................................................................... 72

Creating a Program List Duplication Matrix.................................................. 73

Analyses

About the Data Window ............................................................................... 76

View Options ................................................................................................ 77

Running an Analysis .................................................................................... 82

About Analysis Types................................................................................... 83

About Audience Flow............................................................................. 84

Creating Day-to-Day or Week-to-Week Audience Flows....................... 86

About Demographic Distribution ............................................................ 87

About Program Environment ................................................................. 89

Program Environment Analysis Quarter Hours...................................... 91

Program Environment Analysis Computations ...................................... 92

About Program Trends .......................................................................... 94

About Cumulative Analyses................................................................... 96

About Reach Analyses .......................................................................... 98

About Reach Analyses ….................................................................... 100

About Audience Track Analyses .......................................................... 101

About Network Analyses...................................................................... 102

About Network Exposure Analyses ..................................................... 103

About Audience Valuation.................................................................... 104

About Only Only Both Analyses........................................................... 106

About Co-Viewing ................................................................................ 107

About Optimization..................................................................................... 108

Running an Optimization.............................................................................111

Running a Random Reallocation ............................................................... 114

Running a Reallocation Using Optimize..................................................... 115

Reference

About Audience Counts Spanning Multiple Days ....................................... 118

About Dayparts........................................................................................... 119

About Impressions ..................................................................................... 120

About In-tab................................................................................................ 121

About Ratings and Share Calculations ...................................................... 122

About Television Data ................................................................................ 124

About Tune-in and Switching Calculations................................................. 125

About Unified Samples............................................................................... 126

2 • Contents Nielsen Audience Watch User Guide

Frequently Asked Questions

Glossary

Index

About Universe Estimates ..........................................................................127

About Viewer Details ..................................................................................128

Person Viewing Log .............................................................................130

About Viewing Quintiles..............................................................................131

Auxiliary Data Descriptions.........................................................................132

Data Storage...............................................................................................141

Directory Structure ......................................................................................143

Effective Reach Data Table ........................................................................144

Program Types ...........................................................................................147

Nielsen Audience Watch User Guide

Contents • 3

Notes to Readers

The Nielsen Audience Watch User Guide introduces you to the Audience Watch

®

application. In this guide, you will learn the basics of how to use Audience Watch to analyze the viewing behavior of television audiences.

Although the documentation is updated at regular intervals, for complete, up-to-date information, always check the online Help system within Audience Watch. The online Help contains more detailed information as well as the most recent changes and enhancements.

Finding Information

The Audience Watch online Help provides detailed information about using the system. Access the online

Help from the Audience Watch menu or by pressing the F1 key.

Additional assistance is offered through the Nielsen Solutions Center at:

Phone: 1-800-423-4511

E-mail: [email protected]

[email protected]

About This Guide

This guide supplements the online Help and contains the following chapters:

Chapter 1, “Getting Started,” provides general information needed to get started: system requirements, an overview of the Audience Watch system, data availability, how to specify data sources, how to use the workspace, and the standard workflow.

Chapter 2, “Sample Selection,” covers the basic selections that determine what portion of the sample is extracted for your analyses.

Chapter 3, “Program Schedules,” describes program schedules and how they are used.

Chapter 4, “Program Lists,”describes program lists and how they are used.

Chapter 5, “Analyses,” provides the basic steps to create an analysis and a description of each analysis type.

Chapter 6, “Reference,” provides additional reference information regarding directory structure, data storage, calculations, and so forth.

Nielsen Audience Watch User Guide • 1

Chapter 1

Getting Started

This chapter includes system requirements, an overview of Nielsen Audience Watch and audience data, and the basic information necessary to get started. The following topics are covered in this chapter:

„

„

„

„

„

„

System Requirements

About Nielsen Audience Watch

About Audience Data

„

Data Availability Schedule

Specifying Data Sources

Nielsen Audience Watch Workspace

„

Audience Watch® Toolbar

Nielsen Audience Watch Workflow

Nielsen Audience Watch User Guide Getting Started • 1-3

System Requirements

The following are the recommended hardware and software requirements for Nielsen Audience Watch.

Maintaining the minimum hardware and software requirements for Audience Watch

®

ensures optimal performance.

Component

Operating System

RAM

Browser

Resolution

Recommended

Windows XP Service Pack 2

Note

Audience Watch can be installed on

Windows 7.

4 GB

Note

You must have a minimum of 2 GB.

Internet Explorer 6.1 or higher

Note

You may also use Firefox 2.0 or higher.

1024 x 768

Operating System and RAM

To check operating system version and RAM:

1.

Right-click My Computer, and then click Properties. The System Properties window opens.

2.

Verify that the General tab is selected.

3.

From the System section, verify that Windows XP Service Pack 2 operating system is installed.

4.

From the Computer section, verify that the minimum RAM requirements have been met.

Hard Drive Space

To check hard drive space:

1.

Open My Computer.

2.

Right-click the drive where you wish to install Audience Watch, and then click Properties.

3.

Verify that you have a minimum of 1 GB of free space.

Browser

Internet Explorer is the recommended browser; however, Firefox version 2.0 or higher may also be used.

To determine which version of Internet Explorer you have installed on your computer:

1. Open Internet Explorer.

2. On the Help menu, click About. A window displays the version and copyright information for the software.

3. Confirm the version is 6.1 or higher.

If you do not have the correct version of Internet Explorer, go to http://www.microsoft.com and follow the prompts to upgrade to the correct version of the software. As an alternative, you might be able to get the correct version of Internet Explorer from your help desk or network administrator.

1-4 • Getting Started Nielsen Audience Watch User Guide

Screen Resolution

To minimize the amount of scrolling you must do to view information in Nielsen Audience Watch, your screen resolution should be set to 1024 x 768.

To change your resolution:

1. From your desktop, click Start, point to Settings, and then click Control Panel.

2. From the Control Panel window, double-click Display.

3. Click the Settings tab.

4. In the Screen area, move the slider bar until it displays 1024 x 768 pixels.

5. Click OK.

Nielsen Audience Watch User Guide Getting Started • 1-5

About Nielsen Audience Watch

Audience Watch

®

provides advanced analysis of television performance for broadcasters and agency researchers.

Audience Watch uses a proprietary data mining and management engine that sifts through hundreds of megabytes of data in response to a request and returns summary or detailed information. Audience

Watch's graphic capability highlights trends in audience viewing, which helps evaluate the potential of alternative programming and scheduling decisions. Users can analyze ad/POD position and perform optimization, reallocation, and post buy analysis using actual ‘mock’ schedules. Reports also allow users to measure viewer loyalty and retention to a network or program.

Audience Watch Key Features

• Provides the ability to sift through gigabytes of data such as:

Nielsen respondent-level data (mid-minute or all-minute).

Advertising data (Nielsen Monitor-Plus or Kantar).

Auxiliary data sets such as Simmons BehaviorGraphics, Nielsen PRIZM, Nielsen P$YCLE, and Nielsen ConneXions.

Set-Top Box (STB) data (Charter LA’s anonymous digital STB viewing data).

• Provides information on viewing behavior.

• Analyzes programming conditions.

• Provides time-shifted viewing for all reports.

What can you do with Audience Watch?

An important aspect of the system centers on the capability of representing viewing decisions of large numbers of people graphically to highlight trends in viewing. For example, you can:

• Analyze advertising and promotional schedules.

• Compare viewing conditions between days or weeks.

• Evaluate program trends such as program loyalty, program retention, and program experience.

• Isolate those viewers who respond to unusual programming conditions.

• Analyze audience and sample distribution and contribution.

Available Reports

• Optimization

Identify the best possible set of programs while considering constraints (Unit, GRP, or Cost).

• Reallocation

Analyze actual schedules to identify the best set of programs considering constraints.

• Brand Allocation

Rearrange advertising schedules between brands to maximize reach

• POD

Reach & Frequency (R&F) Advertisement Schedules

• Viewer Loyalty

Network and/or program levels

• Advanced Reach & Frequency analyses

• Set-Top Box

Second-by-second reporting

1-6 • Getting Started Nielsen Audience Watch User Guide

About Audience Data

Nielsen Audience Watch includes data from a variety of sources.

Audience Watch

®

includes audience, programming, and advertising data from a variety of sources. These data sources include the following:

• Ratings and share data from the Nielsen Television Index (NTI).

• Person-by-person, mid-minute viewing data from Nielsen. This is viewing data for the Nielsen sample for the mid minute of each quarter hour; cable network viewing data from Nielsen, which is also mid-minute data; and syndicated program viewing data from Nielsen, which is also midminute data.

• Person-by-person, minute-by-minute viewing data from Nielsen. This is similar to the mid-minute

Nielsen data but includes viewing logs for every minute rather than for the mid-minute of the quarter hour.

• Household-by-household, second-by-second Set-Top Box (STB) data. This is similar to Nielsen's minute-by-minute data but includes logs for every second of viewing. Use this for detailed examination of the audience response to programs and individual ads.

• Television usage data from Nielsen.

• Advertising media plans from Nielsen Monitor-Plus and/or Kantar. This includes all media plans for all national television advertising campaigns.

• Unit cost or CPM data from Monitor-Plus

®

, Kantar, or from internal rate cards.

The person-by-person data includes the following viewing details for the entire Nielsen sample:

• A description of all members of the Nielsen sample for the week.

• A summary of all network programming for the week.

• Network programs watched by all members of the sample.

Note

Audience Watch data can be downloaded automatically through the NDS application. You may also download the data manually from the Audience Watch Library through Nielsen Answers

®

. For more information on NDS, please contact your Nielsen Client Service Representative.

Nielsen Audience Watch User Guide Getting Started • 1-7

About Audience Data

Data Availability Schedule

Nielsen Audience Watch data is available based on a release schedule.

The schedule for release of data is as follows:

• All-Minute (AMRLD) NTI data -- 2 weeks after the end of the broadcast week (weekly).

• Accelerated Mid-Minute NTI data -- 2 weeks after the end of the broadcast week (weekly).

• Mid-Minute (MMRLD) Broadcast NTI data -- 2 weeks after the end of the broadcast week (weekly).

• Mid-Minute (MMRLD) Cable NTI data -- 4 weeks after the end of the broadcast month (monthly).

• Nielsen Monitor-Plus (program lists and cost) -- 6 weeks after the end of the broadcast month

(monthly).

• Mid-Minute (MMRLD) Syndication NTI data -- 8 weeks after the end of the broadcast month

(monthly).

Note

The data is delivered through the Audience Watch

®

Library by Friday after the scheduled release.

1-8 • Getting Started Nielsen Audience Watch User Guide

Specifying Data Sources

When you first open Nielsen Audience Watch, you need to specify the location of your databases.

The first time you launch Audience Watch

®

, the following message is displayed because you need to select the location of the data sources you wish to connect to.

Once you specify your data sources, Audience Watch automatically connects to them when you launch the application.

To specify database locations:

1.

Click OK in the message box above. The Demographic Settings window opens.

Example

Double-click to use an existing configuration.

Click if you need to clear the data sources to add new data sources.

Click to run a procedure that examines the Audience Watch data folders for missing or incorrect files and generates a text log file that can be used for diagnostic purposes.

2.

In the Respondent Level area, click Specify.

3.

Locate the folder containing the *.SNN files, and then click OK.

4.

In the Advertising Schedule area, click Specify.

5.

Locate the folder containing the *.TID files, and then click OK.

Nielsen Audience Watch User Guide Getting Started • 1-9

Specifying Data Sources …

6.

In the Cost area, click Specify.

7.

Locate the folder containing the *.CST files, and then click OK

8.

For respondent and advertising databases, click Validate to ensure that all files in the database are the same version, contain data for the same audience sample, and are consistent.

9.

Click Date Range for each database to view the dates for which the data is available.

10. In the Data Source Name box, enter a name for the collection of databases.

11. Click Add Data Source to apply the changes.

1-10 • Getting Started Nielsen Audience Watch User Guide

Nielsen Audience Watch Workspace

After you start Audience Watch

®

, the first screen you see is the Audience Watch workspace.

The workspace is the starting point to the application and provides all the tools necessary to analyze viewing behavior.

The main elements of the workspace are:

Application Window - When you first start the application, the Audience Watch window opens.

We refer to this window as the application window. It is comprised of a menu bar, toolbar, and work area.

Menu Bar - The menu bar provides the commands and tools necessary to work with the application.

Toolbar - The toolbar provides quick access to common tasks in the form of buttons.

Work Area - The rectangular workspace area where the various windows open.

Tip

To access the online Help system at any time, press the F1 key on the keyboard.

Nielsen Audience Watch User Guide Getting Started • 1-11

Nielsen Audience Watch Workspace

Audience Watch

®

Toolbar

The Audience Watch toolbar is located below the menu bar in the application window.

The toolbar provides quick access to common tasks, many of which are also available from the menu bar and/or shortcut menus.

The tools are organized into three main sections: tools for selecting programs, tools for running analyses, and tools for working with demographics and filters.

Selection Tools

Use these buttons to select a date range, dayparts, networks, and programs.

Program

Dayparts

Schedule

Date

Range

Beginning

Currently

Selected

Daypart

Calendar

Network

Selection

Program

List

Current Date

(Date Range

Ending Date)

Tip

Click here to open the date or daypart window to change selections.

Analysis Tools

Use these buttons to run a variety of analyses based on your program schedules or lists. Many of the analysis tools remain inactive until you perform another task. For example, you may have to select programs in a program schedule or open a program list in order to run an analysis.

Cumulative

Analysis

Audience

Flow Program

Environment

Network

Analysis

Audience

Valuation

Program

Trends

Demographic

Distribution

Reach

Analysis

Audience

Track

Network

Exposure

Analysis

Analysis

Tip

Each button represents a family of analyses. Right-click each button to view the shortcut menu for that analysis family.

Demographic Tools

Use these buttons to select demographic and viewing characteristics.

Demographics Filters

(based on exposure)

Current demographic selections

Provides sample information based on the Current Date and selected demographics. Click to view a summary.

1-12 • Getting Started

Full Program Analysis (On/Off).

Nielsen Audience Watch User Guide

Nielsen Audience Watch Workflow

After databases are loaded, you are ready to run your analyses.

The basic steps necessary to run most analyses are as follows:

Tip

Before you click an analysis button in the toolbar to run an analysis, right-click the button to select the type of analysis you wish to run from the shortcut menu.

Nielsen Audience Watch User Guide Getting Started • 1-13

Chapter 2

Sample Selection

This chapter covers the basic selections that determine what portion of the sample is extracted for your analyses. The following topics are covered in this chapter:

„

„

„

„

„

About Demographics

„

Selecting Demographics

„

Demographic Settings

„

Creating a Demo Set

About Viewing Groups

„

Creating a Viewing Group

„

Using Viewing Groups

Selecting a Date Range

About the Dayparts Window

„

Creating a New Daypart

„

„

Modifying an Existing Daypart

Creating Optional Daypart Files

Selecting Networks

Nielsen Audience Watch User Guide Sample Selection • 2-15

About Demographics

Use the Demographic Settings window to select data sources and demographic groups for your analyses.

A demographic or ‘demo’ group is that portion of an audience sample that you wish to analyze. The group is based on characteristics such as age and gender, income, ethnicity, education, and so forth. These characteristics are selected from the Demographics Settings window.

Since all analyses use the currently selected demographic group, one of the most frequently performed tasks in Audience Watch

®

is changing the demo selections before you run an analysis.

Note

The tabs displayed in the Demographic Settings window are determined by the data source selection. For example, when Set-Top Box (STB) data is used, the tabs displayed are limited to Data Source, Age/Gender, HH File,

Demo Set, and Quintiles.

Example

Open auxiliary data files. Additional tabs will be displayed.

Open the Viewing

Decile Index

Generator.

Define custom combinations of demographics.

Demo tabs

(The maximum number of tabs is 29.)

Note

For tabs that provide a horizontal selection bar, click the numbers above and below the bar to make selections.

For example, to select an age range of 18 through 49 on the Age/Gender tab, click 18 and then click 49. If 0 through

65+ is selected, the setting is ignored.

2-16 • Sample Selection Nielsen Audience Watch User Guide

About Demographics

Selecting Demographics

Use the Demographic Settings window to define demo groups for your analyses.

The tabs displayed in the Demographic Settings window are determined by the data sources selected.

1.

On the toolbar, click Demographics.

2.

Click each tab and make selections as desired.

Note

As you make selections on the various tabs, the changes are reflected in the toolbar.

Tip

Click the Sample or Count numbers in the toolbar to view detailed sample information.

3.

When finished making selections, click OK.

Note

The ‘Mid NTI Wgt Live MF 18-49 Prof’ displayed in the toolbar is referred to as the ‘primary demographic group’.

Nielsen Audience Watch User Guide Sample Selection • 2-17

About Demographics

Demographic Settings

The Demographic Settings you select are used to segment the sample to your specific needs for each analysis.

The table below describes the demographic settings that you can select for your analyses.

Tab/Button

AuxData

Deciles

Reset

Custom

Help (F1)

Data Source

Option

• Respondent Level

• Advertising Schedule

• Cost

Used to ...

Open additional .XNN files that can be added to the main program database. These data sets are usually delivered separately from the Nielsen person-by-person data and are often delivered by different data suppliers.

When you open an auxiliary file, additional tabs are added to the Demographic Settings window. These tabs provide additional options that allow you to further control your sample.

Open the Viewing Decile Index Generator, which allows you to create deciles. Deciles divide the sample into tenths based on the amount of television each viewer watches during some time period. Light viewers are in the first decile, while heavier viewers are in the tenth.

Note

Nielsen Audience Watch treats decile data as auxiliary data.

Reset all demographic settings except Age/Gender.

Extend the Demographic Settings window by adding a

Custom Weight File Template area to the bottom of the window. Use this area to work with *.dem files that contain combinations of demographic characteristics with weighting applied. This weighting allows you to assign more importance to specific demographic groups you want to target for your analysis.

Open the online Help file.

Specify the data sources to use for your analyses.

• Nielsen reports the following types of respondent-level data on a subscription basis:

- All-Minute data - Exposure logs for every minute of a sampling period. In other words, television exposure logs for each sample member during every minute of the hour.

- Mid-minute Quarter Hour data - Exposure logs for the mid-minute of viewing of each quarter hour. In other words, the viewing data which reflects the television exposure log for each member of the sample during the 8th, 23rd, 38th, and 52nd minute of each hour.

- Set-Top Box data - Exposure logs for second-bysecond viewing. These are television exposure logs for each sample member during every second of the hour.

• Nielsen Monitor-Plus or Kantar (TNS) Ad data directory.

• Nielsen Monitor-Plus or Kantar (TNS) Cost directories.

2-18 • Sample Selection Nielsen Audience Watch User Guide

Tab/Button

Age/Gender

Viewing

Option

• Households

• People

• Male

• Female

• Infant

• Weighted

• Unweighted

0-65+

Always Use

Live/SD/7-Day

People and Households

• Live

• Same Day

• 2-7 Day

Used to ...

Specify the primary demo group.

• Display the total households using television (HUT) within the selected demographic sample group.

Households Using Television (HUT) is measured in millions. A HUT Rating is the percentage of households using television.

• Display the total people using television (PUT) within the selected demographic sample group. People Using

Television (PUT) is measured in millions. The PUT

Rating is the percentage of people using television.

Select the gender of individuals in the sample segment you want to analyze.

For the Nielsen sample, children below the age of two years are not counted as Male or Female; they are in a category of their own. Although accounted for in this selection, babies are not counted in the Male and Female selection. Babies are only in the sample for this setting if you set the age range to begin at zero.

Select a weighting option.

• A weighted sample contains counts that have been geographically weighted to account for the over sampling of Local People Meters (LPM) markets.

• An unweighted sample contains actual counts of all people in the sample.

Specify the age range for the sample segment you wish to analyze. The horizontal bar indicates the age range of people who are currently selected. Only data for those people who are between the ages you select are included in this sample segment. Unless all ages are selected, the currently selected range is also displayed on the toolbar.

Select time-shifted viewing options. Time-shifted viewing is available as of 12/26/ 2005.

Note

Time-shifted viewing will not change the Sample or

Count of the demo group; it only affects the viewing data of the demo group.

Select dates prior to April 16, 2007 when using all-minute data.

Note

When unchecked, additional Play Delay Time Range options are displayed.

Available starting 12/26/2005. Prior to 12/26/2005, analysis will always be for Live only.

• Specify viewing that is Live with no recording.

• Specify viewing recorded and viewed in the same day.

• Specify viewing recorded and viewed 2-7 days after recorded.

Nielsen Audience Watch User Guide Sample Selection • 2-19

About Demographics

Demographic Settings …

Tab/Button

Viewing (cont.)

HH File

Demo Set

Income

Education

Occupation

Option

Households Only

• VCR

• DVR

• No DVR

Viewing Platforms

• TV

• PC

Play Delay Time Range

• From Live Viewing

Forward

• To End of Delayed

Viewing

$0-$125+

0-16+

• Professional

• Non-Professional

• Clerical

• Blue Collar

• Non-Working

Used to ...

• Specify data for time recorded only, not time viewed. This only applies to households, not individual sample members.

Note

VCR Adjustment is discontinued effective August 1,

2011 going forward, but it will still be applied to ratings data prior to this date.

• Specify that there is a DVR in the household.

• Specify that there is no DVR in the household.

Provides the ability to specify 'extended screen' online viewing to television content among the same People Meter households that are the source of Nielsen’s national television ratings.

• Specify national television viewing.

• Specify online viewing of television content.

Note

Extended screen viewing is the crediting of online viewing of qualified television content to the standard television audience data, resulting in a combined national television rating. The default is to include both TV and qualified PC viewing.

Define a play delay time range. Every viewing event includes a TSV indicator reporting how many minutes after

Live the minute of programming was viewed. If a viewing event is paused and then continued, the continuation is a new viewing event. Viewing events can be as short as one minute long. Portions of programs may have different play delay times.

For dates after April 16, 2007, provides up to one week of playback minutes. This option is only available for All-

Minute data.

Upload a text file that contains household numbers of sample members for focused analysis.

Create and manage complex collections of demographic settings. These settings are stored in *.dst files. See

“Creating a Demo Set” on page 24.

Note

If the Demo Set option is checked when adding a column or columns to a program list, a column of data is added for each selected demographic (red check) in the

Demo Set.

Limit the sample segment to those people in the sample with the selected annual household income (in thousands).

Limit the sample segment to those in the sample with the specified years of education.

Narrow the sample segment by occupation classifications.

2-20 • Sample Selection Nielsen Audience Watch User Guide

Tab/Button

County Size

Time Zone

Cable

Option

• A (21 Largest)

• B (Over 150,000)

• C (Over 40,000)

• D (All others)

• Pacific-Pacific

• Central-South

• Central-West Central

• Eastern-South

• Eastern-East Central

• Eastern-Northeast

Used to ...

Select a portion of the Nielsen sample based on county size. County size as defined by Nielsen refers to metropolitan areas that, in many cases, cover multiple counties. These areas are categorized according to the number of households in each area. ”A” areas are the largest and “D” areas are the smallest.

Narrow the sample to people or households located in the selected time zone.

Note

A very few sample households (fewer than 50) reside in the Central time zone and East Central territory.

Because this group is too small for accurate analysis, viewing statistics for these households are included with those of the Eastern time zone and East Central territory.

Specify cable connectivity. Households with cable are grouped into categories as follows:

• Household is wired to receive traditional cable, but receives no alternate delivery and no pay channels.

• Household is wired to receive traditional cable and receives pay channels, but receives no alternate delivery.

• Household receives traditional cable and an alternate delivery source but does not receive pay channels.

• Household receives traditional cable and an alternate delivery source and pay channels.

• Household does not receive traditional cable, but does receive an alternate delivery source without pay channels.

• Household does not receive traditional cable, but does receive an alternate delivery source with pay channels.

• Household receives broadcast channels only because it is not wired for cable, and receives no alternate delivery sources, and therefore no pay channels.

No Cable Service

Wired Cable

Broadcast Only (no cable access in household).

Cable through a local cable distributor/headend.

Traditional wired cable households include households in categories 1 - 4. Households in category 2 and 4 contribute to wired cable with pay. Cable Plus alternate delivery sources includes any households in categories 1-6. Only households in categories 2, 4, and 6 contribute to Cable

Plus with pay.

Nielsen Audience Watch User Guide Sample Selection • 2-21

About Demographics

Demographic Settings …

Tab/Button

Cable (cont.)

Ethnicity

Quintiles

HH Ages

HH Size

Option

Alternate Delivery

Pay Channels

Unknown Cable Status

Cable Plus

Wired Digital

Race

• Black

• White

• Race- Other

• Unknown Race

Origin

• Hispanic

• Non-Hispanic

Television Viewing

Quintiles

• V0 (Not Intab)

• V1(Lightest Viewers)

• V2

• V3

• V4

• V5 (Heaviest

Viewers)

0-65+

1-8+

Used to ...

Cable channels through alternate delivery sources such as

Satellite Master Antennas, Direct Broadcast Satellite systems, or others.

An additional monthly charge paid by a cable subscriber for any number of program services above the basic cable service.

Unknown whether the household has access to cable.

Based on a household's ability to receive cable channels via a wire to the home from a cable headend located in the community or via any other alternate delivery source such as C-Band Satellite Dish, Direct Broadcast Satellite (DBS)

TV systems, Wireless Cable, and so forth.

The household receives digital cable through a local cable distributor/headend.

For the NTI sample, Nielsen assigns a race of the head of household designator to each household in the sample. The

Other classification includes the following races:

• American Indian

• Asian (East) Indian

• Chinese

• Filipino

• Hawaiian

• Japanese

• Korean

• Vietnamese

• Unclassified

Nielsen does not report the Other designations because of the relatively small numbers of sample members who fall into other classifications.

Select viewing quintiles. A quintile is one-fifth of the whole. If we divide people into five groups according to how much television they watched, then each group is a viewing quintile.

The viewing quintile assigned to individual members of the sample can change from one week to the next depending on the amount of television viewed by the sample members during each week.

The viewing quintile assignment process for sample members and sample households is the same.

Select the age for household analyses. Instead of counting a single person as a unit of measure for demographic groups, an entire household is counted as one unit.

With the exception of age, demographic groups within the households can still be applied to an analysis, but age is replaced by the HH Age.

Specify the size of the households to include in the sample segment.

2-22 • Sample Selection Nielsen Audience Watch User Guide

Tab/Button

Sample

CoViewing

Option

Months in Sample

• Male

• Female

• M, F

• 0-65+

Used to ...

Specify the number of months in the sample to include in the sample segment. Nielsen includes people in a Nielsen rating sample for a maximum of two years.

Specify the gender and age of a coviewing demo group.

Note

The coviewing demo group is the number of people in the primary demo group viewing a selected television program with members of another demographic group. The primary demo group is specified on the Age/Gender tab and is displayed on the toolbar.

Nielsen Audience Watch User Guide Sample Selection • 2-23

Demographic Settings

Creating a Demo Set

1.

On the toolbar, click Demographics.

2.

Click the Demo Set tab.

3.

From the toolbar on the Demo Set tab, click New to clear the window.

4.

Click the Add a Demo to this Set button.

5.

From the Create or Open a Demo Set File window, type a file name for the new demo set, and then click Open.

Note

A row that includes your current demographic selections is added to the window.

6.

Make demo selections from the various tabs, and then click the Add a Demo to this Set button on the Demo Set tab for each row you wish to add.

7.

Add and delete rows as desired.

Note

For each selected demographic in a demo set (red check), a new column is added to a program list when adding columns of data with the Demo Set option selected (menu) or with Use Demo Set checked on the Statistics tab.

8.

When finished, click OK.

2-24 • Sample Selection Nielsen Audience Watch User Guide

About Viewing Groups

Use the viewing group tools to filter the primary demographic group further based on program exposure.

You can filter the sample based on demographic characteristics and/or viewing behavior. A viewing group is that portion of an audience sample filtered further based on their exposure to a selected group of programs or times.

Tip

From the View menu, click Options, and then click the Average tab to set the qualifier for exposure or viewing groups. See “View Options” on page 77.

The following filtering options are available from the toolbar for viewing groups:

Viewing Group Tools

Filter Types

Exposure Level

Controls

Exposure Level

(threshold) Viewing Options

The following table provides a description of each button:

Button Description

Filters those people who saw less than or equal to the threshold number of the selected quarter hours or programs.

Filters those people who saw none of the selected quarter hours or programs.

Unifies the sample.

Filters those people who saw greater than or equal to the threshold number of the selected quarter hours or programs.

Decrease the exposure threshold.

Exposure level (threshold). This can be either a number or percent.

Viewing options:

# = Viewed <threshold> of the selected times

#T = Viewed television during <threshold> of the selected times

% = Viewed <threshold %> of the selected times

%T = Viewed television during <threshold %> of the selected times

%v = If viewing, then viewed <threshold %> of the selected times

Increase the exposure threshold.

After creating viewing groups, they can be selected for your analyses from the toolbar using the following buttons:

Primary Demographic Group

Viewing Group

Selected Group

Additional Viewing Group

Note

The Sample and Count information in the toolbar changes as you change groups. To view sample details for the currently selected group, click the actual sample values in the toolbar.

Nielsen Audience Watch User Guide Sample Selection • 2-25

About Viewing Groups

Creating a Viewing Group

After selecting a demographic group, you can filter the sample further based on program exposure using viewing groups.

1.

Select dates, dayparts, networks, and demographics as desired.

2.

Open either a program schedule or program list.

3.

Select the programs you wish to analyze.

4.

Click the # button in the toolbar to select the viewing option you wish to apply.

5.

Click the + in the toolbar to change the exposure level.

6.

From the top row of buttons, select the filter type to apply the filter and create the sample.

Note

When creating a viewing group, Full Program Analysis is considered for programs only.

Tip

Viewing groups are cleared when you exit the application.

2-26 • Sample Selection Nielsen Audience Watch User Guide

About Viewing Groups

Using Viewing Groups

This example describes how to use multi-step viewing groups between program lists.

You can have multiple program lists open at one time and exchange information between them. For this example, we will create a multi-step viewing group to answer the question: How did Program A change the viewing of Net A during Primetime? That is, of the people 18-49 who did not watch Net A Primetime during the month of February 2010, but did watch some Program A on Net A during March 2010, what did they watch on Net A during April 2010?

For this example, we use the viewing group tools:

Saw None

Saw greater than or equal to Exposure Level

Filters

Exposure Level

1.

Create three program lists:

February Net A Primetime

March Net A Program A Only

April Net A Primetime

Tip

See “Creating a Program List” on page 65.

2.

From the Demographic Settings window, select the demographic group M/F 18-49.

Note

The Sample and Count are displayed in the toolbar.

3.

Click in the February program list to activate it.

4.

Verify that the exposure level in the toolbar is set to “1,” and then click the Saw None (X) filter.

Note

The sample is filtered for those who did not watch Net A during February, the toolbar reflects the change in Sample and Count, and a red bar is added for the new viewing group.

5.

Click in the March program list.

6.

With the exposure level set to “1”, click the Saw greater than or equal to Exposure Level (>) filter.

Note

The sample is filtered further for those who did not watch Net A during February AND watched

Program A during the month of March, the toolbar reflects the change in Sample and Count, and a blue bar is added for the new viewing group.

Click to view entire description.

7.

Click in the April program list.

Nielsen Audience Watch User Guide Sample Selection • 2-27

About Viewing Groups

Using Viewing Groups …

8.

Click the Add Columns of Data button in the program list toolbar, and then select Exposure -

Average - Quarter Hour Rating.

9.

Sort the new column by clicking the column title.

Note

Of the people who did not watch Net A Primetime in the month of February, but did watch some of

Program A during the month of March, 10% also watched Program A in the month April.

2-28 • Sample Selection Nielsen Audience Watch User Guide

Selecting a Date Range

Use the Calendar button in the toolbar to select a date or date range for your analyses.

The date range selected using the Calendar button is displayed on the right side of the toolbar. This is the date range used when you run an analysis.

Tip

You can also click the date in the toolbar to open the calendar.

Beginning date ranges for respondent-level (person-by-person) data are as follows:

Data Type

Mid-Minute

All-Minute

Set-Top Box

Beginning Date

September 20, 1993

September 26, 2005

October 1, 2007

1.

On the toolbar, click Calendar.

Date selected is red.

Years and months for which data is available are bold.

Selected year and month are depressed.

Dates for which data is available are highlighted in yellow.

2.

Click to select a year.

3.

Click to select a month.

4.

Click to select a beginning date for the date range.

5.

Click to select an ending date for the date range.

Note

To select a single day for your analyses, select the same date twice.

6.

Click Close.

Nielsen Audience Watch User Guide Sample Selection • 2-29

About the Dayparts Window

A daypart defines the days of the week and the times you wish to analyze.

You can select standard dayparts or create custom dayparts.

Dayparts file toolbar -

Open (or create new), rename, copy, or e-mail a dayparts file.

Open dayparts file.

Click to open another file.

Dayparts in the dayparts file.

Close the

Dayparts window.

Daypart toolbar -

Save, create new, add or delete rows, or delete entire daypart.

Selected daypart specification.

Name of selected daypart.

Selected daypart.

The following table shows conventional dates and times and their equivalent broadcast dates and times in the Dayparts window:

Conventional

Monday 11:30 PM

Monday/Tuesday Midnight

Tuesday 5:45 AM

Broadcast

Monday 11:30 PM

Monday 24:00

Monday 29:45

The following table provides a description of each button in the toolbars:

Button Description

Closes the Dayparts window.

Opens the Create or Open a Dayparts Definition window.

Renames the selected dayparts file.

Opens the Copy a Dayparts Definition window.

2-30 • Sample Selection Nielsen Audience Watch User Guide

Button Description

Creates an e-mail message to support with the .ini file and .dpt file attached.

Saves changes to the daypart specifications to the Daypart list with the name displayed in the Daypart Name box.

Removes all rows in the selected daypart specification portion of the window to create a new daypart.

Adds a row to the daypart specification based on days and time selected.

Removes the selected row in the row daypart specification portion of the window.

Deletes the selected daypart in the Dayparts list.

Nielsen Audience Watch User Guide Sample Selection • 2-31

About the Dayparts Window

Creating a New Daypart

Use the dayparts window to create new dayparts to suit your needs.

1.

On the toolbar, click Dayparts.

2.

On the daypart toolbar, click Remove all rows to create a new daypart.

3.

Under Days of Week, select the days for your daypart.

4.

Under Time, select a Start and End time.

5.

Click Add a row to the daypart definition.

6.

In the Daypart Name box, type a name for the daypart.

7.

Follow steps 3 through 5 to add additional rows.

8.

When finished, click Save to add the daypart to the Dayparts list.

2-32 • Sample Selection Nielsen Audience Watch User Guide

About the Dayparts Window

Modifying an Existing Daypart

You can also modify existing dayparts as desired.

1.

On the toolbar, click Dayparts.

2.

In the Dayparts window under Dayparts, select the daypart you wish to modify.

3.

Click the row in the daypart specification that you wish to modify.

4.

Under Days of Week, modify days as desired.

5.

Under Time, modify Start and End times as desired.

6.

Use the toolbars in the Dayparts window to perform additional tasks such as renaming, deleting, or e-mailing dayparts or daypart files.

7.

When finished, click Save to save the changes.

Nielsen Audience Watch User Guide Sample Selection • 2-33

About the Dayparts Window

Creating Optional Daypart Files

A dayparts file is automatically created when you install the application; however, you do have the option to create your own.

You can select a single daypart or select several times of day as a collection, and then save the collection as a daypart file. Daypart files have a .dpt extension.

1.

On the toolbar, click Dayparts.

2.

Click Open, navigate to desired location, and then type a name for the new file.

Note

If you get a message when trying to access or make changes to a dayparts file, it is probably because the dayparts file is read-only or in a location that is read-only. Create a new dayparts file in a location where you have write access.

2-34 • Sample Selection Nielsen Audience Watch User Guide

Selecting Networks

Click the Network Selection button in the toolbar to open the Network Selections window.

Use the Network Selection window to select networks or specific (time slices of networks) comparison and analysis.

The toolbar is used to work with network files.

New Save Copy

Remove

Daypart

Delete

Open Rename Add

Daypart

E-mail Print

Click to apply a color to a network (used in pie charts).

Click to select networks.

Click to select a saved network file.

Click to reset colors back to default.

The number of networks currently selected.

Select the network type to display in the Network

Selection list.

Assign constraints to dayparts when adding rows to a program list.

This feature is used for optimization.

The buttons, options, and grid are used to select networks.

• Click the boxes in the Select column to specify the networks to target for your analyses and click

OK.

Note

The Constraint Prime time column is used to restrict ad placement selection in conjunction with a program list.

The type of constraint is selected under the Measures area.

Nielsen Audience Watch User Guide Sample Selection • 2-35

Chapter 3

Program Schedules

This chapter describes program schedules and how they are used. The following topics are covered in this chapter:

„

„

„

About the Program Schedule

Program Schedule Toolbar

Using the Program Schedule

Nielsen Audience Watch User Guide Program Schedules • 3-37

About the Program Schedule

You can create a program schedule by clicking the Program Schedule button in the toolbar.

A program schedule is used to display programs for the 24-hour period beginning on the Current Date displayed in the toolbar. Once you display the schedule, you can use the program schedule toolbar to change the format and manage what you are viewing in the schedule.

Example

Notes

• Red text indicates a repeat.

• Italicized text indicates a special.

• Red, italicized text indicates a repeated special.

• Yellow background indicates that the program is open in another window.

• Green background indicates that the program is selected in this window.

• For additional options, right-click to access the shortcut menu.

Add to Program List - adds selected programs to an open program list.

Same Program - selects only those programs in the schedule with the same name as the selected program.

Originals Only - selects only original airings.

One Selection per Program - selects only one time for each program.

3-38 • Program Schedules Nielsen Audience Watch User Guide

About the Program Schedule

Program Schedule Toolbar

Use the program schedule toolbar to customize what is displayed in the Program Schedule window

When you create a program schedule, a schedule is generated in the Program Schedule window. The top portion of the window provides tools to customize the schedule to your needs.

Example

The following table provides a description of the buttons and options available in the toolbar.

Button/Option Used to...

Toggle Auto Load on and off. When Auto Load is on and options are changed, the schedule is automatically reloaded.

Reload a schedule when options are changed and Auto Load is off.

Toggle Color on and off. When this is on, programs that are also in an open program list or are added to a program list have a yellow background.

Add rows of data to the schedule. A menu of statistics is displayed. When you make a selection, new rows are added to the schedule.

Clear most recent rows of data added with the Data button.

Clear all rows of data added with the Data button.

Select the type of program to display: Network or Syndication programs.

Determine how the programs are displayed. They can be displayed in columns by network, by day, or by week. When By Day or By Week is selected, you can then choose a network from the network drop-down arrow.

Nielsen Audience Watch User Guide Program Schedules • 3-39

About the Program Schedule

Program Schedule Toolbar …

Button/Option Used to...

Choose the times to display in the schedule. These options are only available when

Network is selected.

Columns Define how many columns of programming you want to see and the minimum width of the columns. The more columns you display, the longer it will take to load the data.

Determine how you want the times displayed. You can display times by the minute, quarter hour, half hour, or hour. You can also set the particular minute in each quarter hour to display in the quarter hour, half hour, or hour.

Choose whether to display the first quarter hour of syndicated programs or all quarter hours.

3-40 • Program Schedules Nielsen Audience Watch User Guide

Using the Program Schedule

A program schedule provides an at-a-glance view of program scheduling for a 24-hour period.

You can modify what is displayed in a program schedule window using the program schedule toolbar, and you can add programs to a program list from a program schedule.

1.

Click the Program Schedule button in the toolbar.

2.

Modify the schedule to suit your needs using the program schedule toolbar.

3.

Click and drag to select programs.

Tip

Right-click the schedule to select an option from the shortcut menu that limits selections prior to selecting programs. For example, if you select Originals Only from the shortcut menu, only Original programs will be highlighted.

4.

Click an analysis tool in the Audience Watch

®

toolbar to run the desired analysis.

-or-

Right-click your selections in the Program Schedule window, and then select Add to Program

List.

Note

You can only add to a program list when a program list window is open.

Tip

You can double-click a single program in a program schedule to add it to the active program list.

Nielsen Audience Watch User Guide Program Schedules • 3-41

Chapter 4

Program Lists

„

„

„

„

„

„

„

„

„

„

This chapter describes program lists and how they are used. The following topics are covered in this chapter:

„ About Program Lists

„

Program List Toolbar

„

Program List Tabs

Statistics

Creating a Program List

Adding Columns to a Program List

Creating an Advertiser List

Importing into a Program List

Dumping Data from a Program List

About Pivot Tables and Program Lists

Creating a Pivot Table

About Duplication Matrices

Creating a Program List Duplication Matrix

Nielsen Audience Watch User Guide Program Lists • 4-43

About Program Lists

There are a number of different ways to create a program list.

Use a program list to display and manage listings of spots for an ad campaign or for network programming.

The program list displays columns of data that you use to create summary tables and scatter charts or plots. Most of the work you do in Nielsen Audience Watch includes using a program list. Program lists can be created, edited, and shared with your team.

You can use any of the following methods to create a program list:

• From a program schedule, select programs, and then right-click and select Add to Program List from the shortcut menu.

• From a program schedule, double-click a program to add it to the active program list.

• Use an existing program list (.pgm) file.

• Use the Program List Generator in the File menu. This is helpful when program lists have the same parameters. For example, you may want the same program list for each day of the week for a month to see which day of the week had the highest reach for each network. This is much quicker than creating each one manually.

• Click the Program List button in the toolbar and then use Add Rows of Programs & Optimize.

Example

Notes

• Red text indicates a repeat.

• Italicized text indicates a special.

• Red, italicized text indicates a repeated special.

• Italicized title indicates that changes have not been saved.

• Columns can be sorted by clicking the column headings.

4-44 • Program Lists Nielsen Audience Watch User Guide

About Program Lists

Program List Toolbar

Use the program list toolbar to customize what is displayed in the Program List window

The Program List toolbar contains all the tools necessary to work with program lists.

The following table provides a description of the buttons and options available in the toolbar:

Button/Option Description

Display/Hide Folders and Files - Manages the display of program list data. Click to display a panel that contains the following tabs: Files, Database, Options, and Statistics.

Save - Saves to the selected folder.

Edit List Comment - Opens a comment field associated with selected list.

Create New Folder - Creates a new directory (folder) in the selected folder on the Files tab.

New List - Clears the active program list window.

Import a text or Excel file - Imports an existing .txt file or an Excel file into a program list.

Note

Text files must be in ASCII format.

Duplication Matrix - Creates a duplication matrix based on your selection. See “About

Duplication Matrices” on page 72.

Network Analysis - Creates a program list network analysis table based on your selection.

• Network Lead-In Source - Those who watched the first portion of the selected program who came from the last portion of the lead-in program.

• Network Lead-In Retention - Those who watched the last portion of the lead-in program who also watched the first portion of the selected program.

• Network Lead-Out Source - Those who watched the first portion of the lead-out program who came from the last portion of the selected program.

• Network Lead-Out Retention - Those who watched the last portion of the selected program who also watched the first portion of the lead-out program.

• UnWgt - Raw number of people in the sample.

• Wgt - Sum of the weights of the raw number of people in the sample.

• Percent - Percentage of total audience.

Add Columns of Data - Provides a menu of statistics. When you select a statistic, it adds a new column to the program list.

Tip

If you wish to add multiple statistics at one time, use the Add Selected Columns of

Data button (looks the same) on the Statistics tab of the program list window.

Note

After adding a column of data, you can choose from a number of different options for summarizing the data from the shortcut menu. Select the column and then right-click a cell in the column to access a shortcut menu.

Remove Column - Deletes the selected columns or the column where the cursor is located.

Nielsen Audience Watch User Guide Program Lists • 4-45

About Program Lists

Program List Toolbar …

Button/Option Description

Add Rows of Programs & Optimize - Creates a new program list or adds to the current program list by selecting options in the Add to Program List window.

Remove Row - Deletes the selected rows or the row where the cursor is located.

Rename List - Renames a program list.

Note

This button is only active for saved program lists.

Copy List - Makes a copy of the current program list and allows you to save to it to another location.

Note

This button is only active for saved program lists.

Create a scatter plot using the data in the current column - Creates a scatter plot by date or by column of data in a program list.

• By date - The pointer is positioned in a standard column.

• By column - The pointer is positioned in a column added with the Add Column of Data button.

Note

Right-click the button to select the types of scatter plots prior to creating it. The area of the circles in the scatter plot is proportional to the rating. The larger the circle, the higher the rating.

Email the selected list - Generates an e-mail to tech support with the current program list, daypart file, and .ini files attached.

Note

This button is only active for saved program lists.

Delete List - Deletes the program list.

Note

This button is only active for saved program lists.

Export List to Excel - Exports the active program list to Excel.

Note

When you export a program list to Excel, all available non-calculated columns are also exported; therefore, the columns displayed in Excel may be something like G,L,

R, and V. This is because the additional columns exported are hidden in the program list.

If the columns have been sorted, this area shows sort order.

Note

Click the column headings to sort columns.

Adds two columns for age and gender: Rating and Delivery. It also displays total GRPs when the check box is selected.

Example

Note

Age/Gender GRP is Pocketpiece

® data.

4-46 • Program Lists Nielsen Audience Watch User Guide

About Program Lists

Program List Tabs

The tabs available in the Program List window provide additional options for creating program lists.

The following tabs are available in the Program List window:

Tab

Files

Used to …

Open existing program list (.pgm) files.

Database Search for and display specific advertisers by Company and or Brand.

Tip

You can type in a company name, brand, or portion of a company name or brand. You can also type NETWORK, SYNDICATION, PROMO, PSA and so forth into the Company box.

Note

Click the Dollars button to display spending data for the listed advertisers.

Nielsen Audience Watch User Guide Program Lists • 4-47

About Program Lists

Program List Tabs …

Tab

Options

Used to …

Specify what to include or exclude from your program list when you create it.

Statistics Add columns of data to your program list.

4-48 • Program Lists

Tip

Use this tab when you want to add more than one statistic at a time.

Nielsen Audience Watch User Guide

Statistics

The statistics available in Nielsen Audience Watch depend on the data source selected, the analysis type, and selections made from the View menu Options window.

The available data sources are:

• MM = Mid-Minute Data

• AM = All-Minute Data

• STB = Set Top Box Data

The table below provides a description of the statistic rows you can add to a program schedule and columns you can add to your program lists. For details on statistics, see the National Reference

Supplement.

Note

The asterisk indicates options that include duplicated viewing for data effective January 31, 2011 going forward.

All historical data prior to January 31, 2011 will not include duplicated viewing.

Statistic

Standard

Option

Ad Length

Comment

Date

Day of Week

Daypart

Duration

Episode

Lock

Network

Network Type

Column/ Row Description

Displays the length of the ad in seconds.

Adds a blank column to add additional optional comments.

Lists the date the program aired.

Lists the day of the week the program aired.

Lists daypart in which the program aired.

Displays the program duration in minutes.

Nielsen reported movie and sporting event titles, if available.

Locks an item and keeps it from being removed when running the optimization. For example, if you lock a specific program in your program list, when you run an optimization, it won’t remove it.

The network on which the program aired.

Type classification for the selected network: Broad; Cable Ad

Cable; Cable Enter, Ad Cable; Cable Enter, Kids; Cable Enter,

Life, Ad Cable; Cable HisCab, Ad Cable; Cable Kids, Ad Cable;

Cable Learn, Ad Cable; Cable Learn, Life, Ad Cable; Cable

Movie, Pay; Cable Music, Ad Cable; Cable News, Ad Cable;

Cable Pay; Cable Sport, Ad Cable; Cable Sport, HisCab, Ad

Cable; HisBrd; Synd; Unwired.

Nielsen Audience Watch User Guide Program Lists • 4-49

Statistics …

Statistic

Standard

(cont.)

Rating Change

Option

Program Indicator

Pod Position

Pod Number

Program Type

Program Name

Time

Rating Change Lead-in

Rating Change Lead-out

Rating Change 1 Day

Rating Change 1 Week

Rating Change 1 Year

(52 weeks)

Rating Change 2 Years

(104 weeks)

Rating Change 3 Years

(156 weeks)

Program Lead-In

Column/ Row Description

Adds various attributes for the selected program data.

• S = Special

• R = Repeat

• L = Live

• B = Breakout

• G = Gapped

• P = Premiere

• D = Short duration (less than 5 minutes)

• O = Original (Program/Episode)

• C = Complex (also known as Multi-Segmented)

• V = Various (Program)

• U = Umbrella

Note

Short duration (D) and Various (V) are available for data from August 29, 2011 going forward. Originals (O) and Repeats

(R) apply to cable networks from August 29, 2011 going forward, which may cause differences from previous versions.

The number that represents the position of an ad within the group of commercials between two show segments or between shows.

The number that represents the position of a pod within a program.

A category of program for which users can obtain viewing statistics. Some examples of program types are Adventure,

Comedy, and SitCom.

The name presented to the television viewer at the time of airing of the program.

Point in time associated with the displayed row of data.

Rating change for the program immediately before the selected program in the same network.

Rating change for the program immediately after the selected program in the same network.

Rating change for the program from one day prior for the program in the same network.

Rating change for the program from one week prior for the program in the same network.

Rating change for the program from one year (52 weeks) prior for the program in the same network.

Rating change for the program from two years (104 weeks) prior for the program in the same network.

Rating change for the program from three years (156 weeks) prior for the program in the same network.

Nielsen reported data for the program immediately before the selected program in the same network.

4-50 • Program Lists Nielsen Audience Watch User Guide

Statistic

Rating Change

(cont.)

Average

Note

The asterisk indicates options that include duplicated viewing for data effective

January 31,

2011 going forward.

Option

Program Lead-Out

Program 1 Day Before

Program 1 Week Before

Program 1 Year Before

Program 2 Years Before

Program 3 Years Before

Column/ Row Description

Nielsen reported data for the program immediately after the selected program in the same network.

Nielsen reported data for the program one day prior for the selected program in the same network.

Nielsen reported data for the program one week prior for the selected program in the same network.

Nielsen reported data for the program one year prior for the selected program in the same network.

Nielsen reported data for the program two years prior for the selected program in the same network.

Nielsen reported data for the program three years prior for the selected program in the same network.

*Average Age

*Average Education

Average of sample member's ages that viewed the program = sum of the sample member's ages/sum of the members in the sample.

Average of sample member's years of education that viewed the program = total household education/ sum of the members in the sample.

*Average Income Displays the average income for program audiences in both the program schedule and the program list. This average is computed by summing the midpoint of each viewer's income range as defined by Nielsen, and dividing by the number of viewers. The income for those in households with incomes of $75+ is assumed to be $85K. The midpoint of the income range is used only because the actual average income for each income range is unavailable. Because of this condition, it is recognized that the resulting average income values may be inaccurate, particularly for audiences that skew toward very low or very high incomes.

*Average Household Size Average of total household sizes that viewed the program = total household sizes/ sum of the household in the sample.

Male Skew

Female Skew

*Average Time Viewed

The percent of program viewers that are male.

The percent of program viewers that are female.

The average time viewed for program audiences can be displayed in both a program schedule and a program list. This average is computed by summing the total minutes viewed by all viewers and dividing by the number of viewers. This tabulation always requires

Full Program analysis.

Using Nielsen mid-minute data, if the duration of a program is not exactly 30 minutes, 60 minutes, and so forth, then the average time viewed value for that program can be inaccurate.

Average Percent Viewed The average percent of the program viewed by all viewers.

Average Tuning Duration The average program tuning duration for the selected program and for the selected demographic group.

Nielsen Audience Watch User Guide Program Lists • 4-51

Statistics …

Statistic

Ad Details

Commercials

Option

Ad Type

Advertiser

Brand

Brand Variant

Category

Company

Creative Info

Program

Unit Cost

30 Unit Cost

Ad Second Indicator

Elapsed Second of Ad

Elapsed Second of Pod

Ad Seconds in Minute

Ad Seconds in Pod

Ad Seconds in Program

Program Pod Count

Pod Ad Count

Average Program Pod

Seconds

Pod Position 1 Type

Pod Number 1 Start

Minute

Column/ Row Description

Displays he type of ad based on selections made on the Misc tab in the Options window, which can be opened from the View menu.

The textual description for the advertiser.

A class of goods or services identified by name as the product of a single firm or manufacturer. A Nielsen Monitor-Plus brand may be a composite of manufacturer name and the product/service being advertised.

A further refinement or description of a brand.

A grouping of similar advertisement content. A brand can only fall under one category to prevent double counting.

The company's name that is being promoted.

An advertisement for a specific brand. For Monitor-Plus

® subscribers, the Nielsen Monitor-Plus Service assigns a descriptive title to each commercial. The creative title lets you differentiate between multiple advertisements for the same brand.

An offering for entertainment or information, or a collection of related creative events that are broadcast in one or more telecasts by a media distributor.

Unit cost files specify costs (usually denominated in $1000s) based upon 30 seconds of a given program, on a particular network, during a selected daypart.

Provides unit cost as a commercial 30 seconds in length regardless of the actual commercial length.

Uses a value of 1 to indicate which minutes in a program contain ad seconds.

When the previous ad end time overlaps the start time of the next ad, the elapsed second of the time will be displayed based on ad length.

The number of seconds for each ad past the pod start time

The number of commercial seconds in a commercial minute.

The number of commercial seconds in the pod.

The number of commercial seconds in the program.

The number of commercial pods during the program.

The number of commercials in the pod.

The average number of commercial seconds in the pod.

The Ad Type (for example, Commercial Ad, National, and so forth) for the Pod Position 1.

The first minute of the program that Pod Number 1 started.

4-52 • Program Lists Nielsen Audience Watch User Guide

Statistic

Commercials

(cont.)

Cost Based on

Ad Length

Cost for 30

Second Ad

Co-Viewing

Option

Ad Retention (STB only)

CPM

Unit Cost

Unit Cost = CPM x

Delivery

View -> Options

CPM

Unit Cost

Unit Cost = CPM x

Delivery

View -> Options

Co-Viewers UnWgt with

MF (x - x)

Co-Viewers Wgt with MF

(x - x)

% Viewers Co-viewing with MF (x - x)

% Demo Co-Viewing with

MF (x - x)

Demographic Settings ->

CoViewing

Column/ Row Description

The Ad Retention statistic looks at the first second of the spot or commercial and the last second of the spot or commercial and displays the percent of people who are still viewing. The Ad

Retention statistic answers the question, What percent did the ad keep by the last second of the spot?

The cost of an ad per 1000 viewers (measured in dollars).

Unit cost files specify costs (usually denominated in $1000s) based upon 30 seconds of a given program, on a particular network, during a selected daypart.

Note

Reported by networks.

Calculated from the average CPMs and the Nielsen reported quarter hour delivery. The average CPMs multiplied by the

Nielsen delivery (projected # of viewers from Nielsen as reported in the Pocketpiece

®

).

Opens the Options window with the Cost tab active. You can also access Options at any time from the View menu.

The cost of an ad per 1000 viewers (measured in dollars) of a 30second ad.

Unit cost files specify costs (usually denominated in $1000s) based upon 30 seconds of a given program, on a particular network, during a selected daypart.

Calculated from the average CPMs and the Nielsen reported quarter hour delivery. The average CPMs multiplied by the

Nielsen delivery (projected # of viewers from Nielsen as reported in the Pocketpiece

®

).

Opens the Options window with the Cost tab active. You can also access Options at any time from the View menu.

The number of sample members (unweighted) in the primary demographic group who are co-viewing with the co-viewing demographic group.

Note

The (x-x) represents the ages selected on CoViewing tab in the Demographic Settings.

Projected number of people (weighted) in the primary demographic group who are co-viewing with the co-viewing demographic group.

Percent of the primary demographic group viewers who are coviewing with the co-viewing demographic group.

Primary Demographic Group coviewing with Co-viewing

Demographic Group ÷ Primary Demographic Group Viewing

Percent of the primary demographic group who are co-viewing with the co-viewing demographic group.

Primary Demographic Group coviewing with Co-viewing

Demographic Group ÷ Total Primary Demographic Group Viewing

(viewing and non-viewing)

Opens the Demographic Settings window with the CoViewing tab active. You can also access Demographic Settings at any time from the toolbar.

Nielsen Audience Watch User Guide Program Lists • 4-53

Statistics …

Statistic

Exposure -

Time

Note

The asterisk indicates options that include duplicated viewing for data effective

January 31,

2011 going forward.

Option

*Sample Impressions -

UnWeighted

*Sample Impressions -

Weighted

Intab Count

*Rating (VCR, Vis)

*Delivery (VCR, Vis)

View -> Options (VCR,

Visitors)

*VCR Adjustment

*VPMH

*VPVH

Live Feed Share

Live Feed HUT/PUT

Column/ Row Description

Number of sample members (unweighted) in primary demographic who viewed.

Projected number of people (weighted) in primary demographic who viewed.

The number of households and persons in our NPM sample on a given day that are providing usable viewing data. Viewing data from these homes are used in tabulation of our audience estimates.

Rating value for one minute of the program.

Estimated number of total viewers of a program within the demographic sample.

Opens the Options window with the Ratings tab active. You can also access Options at any time from the View menu.

The number by which a rating should be multiplied to compute the rating with VCR recording (measured by household.)

Note

VCR Adjustment is discontinued effective August 1, 2011 going forward, but it will still be applied to ratings data prior to this date.

Viewers Per Market Break Household

The projected number of viewers per 1,000 market breaks households for the average minutes of a selected program or time period.

Viewers Per Viewing Household

The projected number of viewers per 1,000 projected households passing person edits for the average minutes of a selected program or time period.

Share of Audience (SHR)

A percentage of households using television (HUT) tuned to a particular program or station in a specified area at a specified time. For details on statistics, see the National Reference

Supplement.

Uses time-based Live feed (Eastern feed). HUT households using television measured in millions. PUT persons using television measured in millions. Please note the HUT/PUT calculation is unique to Nielsen Audience Watch and may not match Nielsen

HUT/PUT calculations.

4-54 • Program Lists Nielsen Audience Watch User Guide

Statistic

Exposure -

Time (cont.)

Note

The asterisk indicates options that include duplicated viewing for data effective

January 31,

2011 going forward.

Option

Live Feed HUT/PUT

Percent

Demo Percent of

Audience

Universe

*1 Minute Gain/Loss -

UnWeighted

*1 Minute Gain/Loss -

Weighted

Only Only Both

*Only: Did not watch, In viewing group

*Only: Watched, Not in viewing group, but in demo group

*Both: Watched, In viewing group

*Neither: Did not watch,

Not in viewing group

Cumulative Audience

Column/ Row Description

Uses time-based Live feed (Eastern feed). HUT% is the percentage of households using television. PUT% is the percentage of persons using television. Please note the HUT/PUT calculations are unique to Nielsen Audience Watch and may not match Nielsen HUT/PUT calculations.

Percent of minute (all-minute data) or quarter hour (mid-minute quarter-hour data) sample impressions contributed to by the demo group (age, gender, education, income, and so forth).

The estimated number of total population within the selected demographic sample group (based on age and gender only).

Loss or gain of who was watching one minute earlier

(unweighted).

Loss or gain of who was watching one minute earlier (weighted).

See “About Only Only Both Analyses” on page 106.

Data that is in the viewing group but did not view the selection

(Only).

Data that is not in the viewing group but is in the demographic group and did view the selection (Only).

Data that is in the viewing group and did view the selection (Both).

Unique Sample

Impressions

Unique Reach

Ad Change Ratio (Unique

Reach / Rating)

Data that is not in the viewing group and did not view the selection (Neither).

The accumulated audience for a sequence of time or program in the program list or program schedule.

Number of viewers that saw one particular time slot (quarter hour or half hour) and only that time slot from all time slots listed in the program list or schedule.

The amount that the reach for an advertising campaign would decline if one spot from an advertising campaign were removed.

The Ad Change Ratio is computed by dividing the unique reach by the rating.

Note

The rating used is based on the Pocketpiece

®

statistic, which is Live+7 and selected age and gender only.

It measures the portion of an ad rating that contributes to total ad campaign reach. The Ad Change Ratio can also be computed by dividing the unique impressions by the total impressions.

Nielsen Audience Watch User Guide Program Lists • 4-55

Statistics …

Statistic

Exposure

Average

Note

The asterisk indicates options that include duplicated viewing for data effective

January 31,

2011 going forward.

Option

*Delivery Qtr Hr (VCR,

Vis)

*Delivery Program (VCR,

Vis)

Column/ Row Description

*Rating Qtr Hr (VCR, Vis) Percent of viewers in the sample that saw the quarter hour of programming (calculated using mid-minute, person-by-person exposure data).

*Rating Program (VCR,

Vis)

Average of the ratings values for one minute of the program.

Average of the minute delivery values for the entire quarter hour.

Estimated number of total viewers within the selected demographic sample group.

Delivery (Calculated) = Calculated (from sample count) number of total viewers within selected demographic sample group.

Full Program Delivery (Calculated) = Calculated (from sample count) # of total viewers within selected demographic sample group that saw any portion of a program.

Second Wgt Avg Comm

Rating Ad (VCR, Vis)

Second Wgt Avg Comm

Rating Pod (VCR, Vis)

(Comm, DirResp)

Second Wgt Avg Comm

Rating Program (VCR,

Vis) (Comm, DirResp)

Second Wgt Avg Comm

Delivery Ad (VCR, Vis)

Second Wgt Avg Comm

Delivery Pod (VCR, Vis)

(Comm, DirResp)

Second Wgt Avg Comm

Delivery Program (VCR,

Vis) (Comm, DirResp)

VCR Adjustment Quarter

Hour

When an ad spans more than one minute, it second weights the rating based on how many seconds were in each minute.

The average (second-weighted) minute rating for every commercial minute in the pod.

Second Wgt Avg Comm Rating Pod = Rating x Seconds / Total

Seconds

Average commercial minute rating for a program, including Live to

75 hour (3 days plus 3 hours = 75 hours) playback viewing for MF

18-49. The national ratings that yield C3 come from "average minute" data. Buyers and sellers use C3 as currency in the national marketplace because these C3 ratings from Nielsen offer marketers a look at how ad-skipping impacts commercial viewing on a program-by-program basis.

Since it is an average of Commercial minute ratings, the values are only available to subscribers of the All-Minute Data.

Note

This is what is referred to as the C3 rating.

When an ad spans more than one minute, it second weights the delivery based on how many seconds were in each minute.

The average (second-weighted) delivery for every commercial minute in the pod.

The average (second-weighted) delivery for every commercial minute in the program.

The VCR Adjustment is the number rating is multiplied by to compute rating with VCR recording (measured by household) for the quarter hour. VCR Adjustment is only performed with Live viewing.

Note

VCR Adjustment is discontinued effective August 1, 2011 going forward, but it will still be applied to ratings data prior to this date.

4-56 • Program Lists Nielsen Audience Watch User Guide

Statistic

Exposure

Average (cont.)

Note

The asterisk indicates options that include duplicated viewing for data effective

January 31,

2011 going forward.

Exposure -

Cumulative

Option

VCR Adjustment

Program

VPMH Quarter Hour

VPMH Program

VPVH Quarter Hour

VPVH Program

Column/ Row Description

The VCR Adjustment is the number rating is multiplied by to compute rating with VCR recording (measured by household) for the program. VCR Adjustment is only performed with Live viewing.

Note

VCR Adjustment is discontinued effective August 1, 2011 going forward, but it will still be applied to ratings data prior to this date.

Persons projected over the market break household projection.

VPMH = Viewers per Marketbreak Households for the quarter hour.

Persons projected over the market break household projection.

VPMH = Viewers per Marketbreak Households for the program.

Viewers per Viewing Household. VPVH = demo delivery / household delivery. VPH (Viewers Per Household) is an equivalent acronym. Example: If, for a selected quarter hour,

A18-49 delivery = 5,000,000

- Household delivery = 10,000,000

- VPVH for A18-49 = 5,000,000 / 10,000,000 = 0.5

- VPVH can be greater than 1

Viewers per Viewing Household. VPVH = demo delivery / household delivery. VPH (Viewers Per Household) is an equivalent acronym.

Rating divided by the Quarter Hour Average Rating.

Rating / Qtr Hr Average

Rating

Rating / Telecast Average

Rating

Rating divided by the Telecast Average Rating.

View -> Options (VCR,

Visitors)

View -> Options (Comm,

Promo, PSA)

Sample Impressions -

UnWeighted

Sample Impressions -

Weighted

Rating (Calculated)

Delivery (Calculated)

Demo Percent of

Audience (Calculated)

Opens the Options window with the Ratings tab active. You can also access Options at any time from the View menu.

Opens the Options window with the Misc tab active. You can also access Options at any time from the View menu.

The number of times that a member of the unweighted sample has been exposed to a program or ad. One member can have multiple impressions.

The number of times that a member of the weighted sample has been exposed to a program or ad. One member can have multiple impressions.

Unduplicated viewing data for the entire program.

Note

This value is for the entire program even if Full-Program is off.

The estimated number of total viewers within the selected demographic sample group.

Percent of total program unduplicated sample impressions contributed to by the primary demo group (age, gender, education, income, and so forth).

Nielsen Audience Watch User Guide Program Lists • 4-57

Statistics …

Statistic

Exposure

Valuation

Lead In

Lead Out

Option

Valued Sample

Impressions

Demo Valued Sample

Impressions

Average Value for

Selected Demo

Audience Efficiency

(Value Imp. / Total Imp.)

Demo Efficiency (Value

Imp. / Demo Imp.)

Lead-in Program Name

Lead-in Genre

Lead-in Rating

Lead-in Rating Change

Column/ Row Description

Based on sample impressions, but also reflects the variation in value (as defined in the selected audience valuation file) that individual audience members have to specific advertisers. Valued sample impressions are based on all members of the sample, not just those in the selected demo.

Similar to Valued Sample Impressions, but are computed only on the selected demo group.

Demo Valued Sample Impressions divided by the number of demo impressions.

Average Weight for Selected Demo = Demo Weighted

Impressions / Number of Demo Impressions

Equal to the valued/weighed impressions for the ad divided by the total number of impressions for the ad. Audience efficiency is a convenient way to measure the effectiveness of the ads in an advertising campaign when unit costs are not readily available.

Audience Efficiency measures how well a program audience matches the customer profile for an advertised product. A higher index indicates a better match.

Equal to the valued impressions for the ad divided by the number of impressions for the ad for the selected demographic group.

Demo efficiency measures how well a program audience matches the customer profile for an advertised product. A higher index indicates a better match.

Nielsen reported program name data for the program immediately before the selected program the same network.

Nielsen reported genre data for the program immediately before the selected program the same network.

Nielsen reported rating data for the program immediately before the selected program the same network.

Nielsen reported rating change data for the program immediately before the selected program the same network.

Lead-out Program Name Nielsen reported program name data for the program immediately after the selected program in the same network.

Lead-out Genre Nielsen reported genre data for the program immediately after the selected program the same network.

Lead-out Rating

Lead-out Rating Change

Nielsen reported rating data for the program immediately after the selected program the same network.

Nielsen reported rating change data for the program immediately after the selected program the same network.

4-58 • Program Lists Nielsen Audience Watch User Guide

Statistic

Network

Loyalty

Option

Daily Percent

Daily Count

Weekly Percent

Weekly Count

Program

Loyalty

View -> Options

Daily Percent

Daily Count

Weekly Percent

Weekly Count

View -> Options

Column/ Row Description

Of the people who watched a network the previous day (or days) and were watching television on the selected day at the same time, the percentage of people who watched the same network.

Of the people who watched a network the previous day (or days) and were watching television on the selected day at the same time, the number of people who watched the same network.

Of the people who watched a network the previous week (or weeks) and were watching television this week on the selected day at the same time, the percentage of people who watched the same network.

Of the people who watched a network the previous week (or weeks) and were watching television this week on the selected day at the same time, the number of people who watched the same network.

Opens the Options window with the Loyalty tab active. You can also access Options at any time from the View menu.

Of the people who watched a program the previous day (or days) and were watching television on the selected day at the same time, the percentage of people who watched the same program.

Of the people who watched a program the previous day (or days) and were watching television on the selected day at the same time, the number of people who watched the same program.

Of the people who watched a program the previous week (or weeks) and were watching television this week on the selected day at the same time, the percentage of people who watched the same program.

Of the people who watched a program the previous week (or weeks) and were watching television this week on the selected day at the same time, the number of people who watched the same program.

Opens the Options window with the Loyalty tab active. You can also access Options at any time from the View menu.

Nielsen Audience Watch User Guide Program Lists • 4-59

Statistics …

Statistic

Program

Details

Option

Duration

Episode

Trackage

Genre

Column/ Row Description

The period of time during which a telecast or daypart airs.

Nielsen-reported movie and sporting event titles.

An optional label assigned to a group of telecasts for a program that indicates when they air. Allows for differentiation of multiple telecasts of one program within the same day or week.

A classification assigned to types of programs, for example,

News, Sports, and Drama.

Detailed Genre A more detailed classification of program genre, for example,

Sports, Pro Football - Other.

Hour the program aired.

Hour

Year

Show ID

Year the program aired.

Audience Watch

® generated number based on program name only.

Nielsen-provided number for each program name.

Nielsen Show Code

Nielsen Telecast Number Unique number used to identify a specific telecast.

Start Time The Eastern equivalent time at which the majority of the stations

(based on coverage) in the country started airing the program.

Start Time - Qtr Hr Round Hour of the start time of the program rounded to the nearest quarter hour.

Start Time - Half Hr

Round

Hour of the start time of the program rounded to the nearest half hour.

Minute of Program

End Time

Label for each minute of the program.

The Eastern equivalent time at which the majority of the stations

(based on coverage) in the country completed airing the program.

User Daypart

Syndicator

A custom daypart defined by the user.

A distributor of television programs that are generally filmed or taped series available for telecast by individual stations.

4-60 • Program Lists Nielsen Audience Watch User Guide

Statistic

Program

Environment

Option

Lead-in Source

Lead-in Retention

Lead-in Loyalty

Lead-in Defection

Tune-in Percent of

Program

In Program Source

In Program Retention

In Program Loyalty

In Program Defection

Quarter Hour Source

Quarter Hour Retention

Quarter Hour Loyalty

Quarter Hour Defection

Lead-out Source

Lead-out Retention

Column/ Row Description

The percentage of viewers of the first quarter hour of the selected program who came from the last quarter hour of the lead-in program.

The percentage of viewers of the last quarter hour of the lead-in program that watched the first quarter hour of the selected program.

The percentage of those viewers who watched the last quarter hour of the lead-in program and watched television during the selected program that watched the selected program.

The percentage of those viewers who watched the last quarter hour of the lead-in program and also watched television during the first quarter hour of the selected program that did not watch the first quarter hour of the selected program.

Percentage of viewers of the first quarter hour of the selected program who were not watching network television during the previous quarter hour.

The percentage of viewers of the last quarter hour of the selected program that came from the first quarter hour of the selected program.

The percentage of viewers of the first quarter hour of the selected program that watched the last quarter hour of the selected program.

The percentage of those who watched the first quarter hour of the selected program and watched television during the last quarter hour of the selected program that watched the last quarter hour of the selected program.

The percentage of those who watched the first quarter hour of the selected program and also watched television during the last quarter hour of the selected program that did not watch the last quarter hour of the selected program.

The percentage of those who watched the current quarter hour who came from the previous quarter hour.

The percentage of viewers of the previous quarter hour that watched the selected quarter hour.

Percentage of viewers from the previous quarter hour who watched the selected quarter hour.

Percentage of viewers from the previous quarter hour who were tuned in during the selected quarter hour who watch a different network.

The percentage of viewers of the first quarter hour of the lead-out program that came from the last quarter hour of the selected program.

The percentage of viewers of the last quarter hour of the selected program that watched the first quarter hour of the lead-out program.

Nielsen Audience Watch User Guide Program Lists • 4-61

Statistics …

Statistic

Program

Environment

(cont.)

Option

Lead-out Loyalty

Lead-out Defection

Tune-out Percent of

Program

Tune-in Percent of Tunein Total

Switching Percent of

Switching Total

Tune-in + Switching

Percent of Switching

Total

Tune-in Total

Switching Total

Column/ Row Description

The percentage of those who watched the last quarter hour of the selected program and watched television during the first quarter hour of the lead-out program that watched the first quarter hour of the lead-out program.

The percentage of those who watched the last quarter hour of the selected program and also watched television during the first quarter hour of the lead-out program that did not watch the first quarter hour of the lead-out program.

Percentage of viewers not watching network television during the previous quarter hour who tuned in for the selected quarter hour, who watched the selected program during that segment.

Total viewers not watching television during the source program segment who watched the destination program segment / Total viewers not watching television during the source program segment that watched during the destination segment.

Percentage of viewers watching during the previous quarter hour who switched channels between the previous quarter hour and the selected quarter hour to watch the selected program and segment.

Percentage of viewers from the selected quarter hour who watched a competing network or did not watch television during that quarter hour.

Portion of the sample viewers not watching television during the previous quarter hour who watched television during the selected quarter hour (independent programs).

Portion of the sample viewers who changed channels between the previous and selected quarter hours (independent of programs).

4-62 • Program Lists Nielsen Audience Watch User Guide

Statistic

Pocketpiece®

Statistics

(Live+7, MF

<selected age range>)

Option

Rating (Live+7,

<Selected Age/Gender>)

Program Rating (Live+7,

<Selected Age/Gender>)

Coverage (Live+7,

<Selected Age/Gender>)

Coverage Area Rating

(Live+7, <Selected Age/

Gender>)

Delivery (Live+7,

<Selected Age/Gender>)

Column/ Row Description

Estimated number of viewers tuned to a program or time period, expressed as a percentage of the universe.

The average Nielsen delivered quarter hour rating for a program for the selected demographic group.

The statistically derived subset of the total population of households or persons based on a coverage area.

An average of the viewing audience for each minute of a program or daypart expressed as a percentage or as an estimated number of households or persons within a certain coverage area. This statistic is based on the originator's primary coverage area.

The average audience, expressed in terms of the number of TV households or persons viewing the average minute of a selected program or time period within a certain coverage area.

Percent of Nielsen delivery contributed to by the Nielsen demo group (age and gender only).

Demo Percent of

Audience (Live+7,

<Selected Age/Gender>)

HUT/PUT (Live Feed,

<Selected Age/Gender>)

HUT/PUT Rating (Live

Feed, <Selected Age/

Gender>)

Share (Live Feed,

<Selected Age/Gender>)

Universe (Live+7,

<Selected Age/Gender>)

VPVH (Live+7, <Selected

Age/Gender>)

An average audience, expressed in terms of households using television or persons using television, derived by multiplying a rating by the appropriate universe estimate.

Households Using Television/Persons Using Television Percent --

The number of homes (or persons in homes) with television sets in use expressed as a percent.

A percentage of households using television (HUT) tuned to a particular program or station in a specified area at a specified time.

The estimated number of total population within selected demographic sample group (based on age and gender only).

Viewers per viewing household. The projected number of viewers per 1,000 projected households passing person edits for the average minutes of a selected program or time period.

Note

This is only displayed when using All Minute data.

The number of commercial seconds there are in each minute.

Source of data is the Nielsen Pocketpiece.

Note

This is only displayed when using All Minute data.

Nielsen Ad Seconds in

Minute (Comm, Promo,

PSA) (Live+7, <Selected

Age/Gender>)

Nielsen Ad Seconds in

Program (Comm, Promo,

PSA) (Live+7, <Selected

Age/Gender>)

Program=Base

Week:<Date>

Set Base Week

The number of commercial seconds there are in each program.

Source of data is the Nielsen Pocketpiece.

Note

This is only displayed when using All Minute data.

The Base Week option allows you to see how the current scheduling compares with past scheduling in the program schedule.

After you select a Base Week and then change the date in the analysis, the current schedule displays an asterisk (*) indicating that the program matched a program from the Base Week.

Sets the base week to the Monday prior to the Current Date displayed in the toolbar.

Nielsen Audience Watch User Guide Program Lists • 4-63

Statistics …

Statistic

Response

Time

User

Option

Response

Randomize Time within

Program

Set to Start Time

Set to Mid-Minute

All

Rank

Random

One per telecast

Standard Formula

User Formula

Column/ Row Description

A measure of how suitable a program is for advertising a particular product.

Takes an existing program list and changes the time to a random selection.

Resets all program minutes to the program start time.

Resets all programs minutes to the quarter hour mid-minute that each minute is in.

Ranks the program list based on sort order.

Ranks the program list in a random order.

Identifies the first minute of the start of the telecast.

Allows the user create a column of data using a calculation from existing columns of data. Use drop-down lists to select which columns of data to used in the calculation, select the operator, and then label the new column of data.

New columns of data based on calculations of existing columns of data. User formulas can be used for all types of calculations (add, subtract, multiply, or divide) on all types of data available in a program list.

Note

Columns of data must already be added to the program list.

4-64 • Program Lists Nielsen Audience Watch User Guide

Creating a Program List

The most common method of creating a program list is to click the Program List button in the toolbar.

1.

Select dates, dayparts, networks, and demographics as desired.

2.

Click Program List in the toolbar.

3.

From the program list toolbar, click Add Rows of Programs & Optimize.

4.

From the Add to Program List window, click one of the following tabs, and then make selections as desired:

Tab

Optimize

By Show

Constraint

Search

Select

Periodically

Used to …

Identify the best possible set of programs for ad or promotion placement to achieve the intended result.

Add all programs that match your selections and fall within the defined dates, dayparts, and networks.

Add programs randomly within the defined dates, dayparts, and networks until the user-defined constraint is met.

If multiple constraints are set (Units,

GRPS and or Unit Cost), programs are added until one of the constraints is met.

Add all programs that match the program or episode name you entered that falls within the defined dates, dayparts, and networks.

Randomly select or highlight (does not add rows) a certain number or percentage of Units, GRPs, or Dollars from the current program list.

Note

This is helpful when running a reallocation analysis. You can randomly select GRPs or dollars from one network, remove the rows, and then add them to another network.

Add one program added for every userdefined time period for the defined dates, dayparts, and networks.

5.

Click Add.

Note

Nielsen Audience Watch adds to the program list based on the currently active tab. For example, if you are on the Constraint tab when you click Add, it adds randomly until the constraint is reached.

Tips

Press Shift+PageUp/Page Down and release to shift the dates in a program list forward or backward a week at a time. The status bar below the program list displays an informational message.

You can also move or copy rows from one open program list to another using drag and drop. Highlight the rows you want to move or copy, place the pointer on the gray row headings, and then drag to the desired program list. If you hold Ctrl while dragging, the rows are copied; otherwise, the rows are moved.

Nielsen Audience Watch User Guide Program Lists • 4-65

Adding Columns to a Program List

After creating a program list, you can add additional columns of data as desired. For more information on column values, see Statistics on page 49.

You can add columns to a program list using the Add Columns of Data button in the program list toolbar or the Add Selected Columns of Data button on the Statistics tab.

1.

Create a new program list.

-or-

Open an existing program list.

2.

Click Add Columns of Data in the program list toolbar.

3.

Make a selection from the menu as desired. A new column of data is added to the current program list.

Note

When you use this option, you can only add one column of data at a time. A check mark is placed to the left of the selection and it becomes the default selections for subsequent program lists. For example, if you add a Date column and then create a new program list, the new program list will also include a Date column. If you wish to remove it, select it again.

4.

If you wish to add more than one column of data at a time, click the Statistics tab in the program list window.

5.

Make selections as desired, and then click Add Selected Columns of Data on the Statistics tab.

All selected columns are added at one time.

Tip

If you don’t see a statistic you are looking for, from the View menu, click Options and check your settings. Available statistics will vary depending on option settings, database selected, and demographic settings.

Example

Click Add Selected Columns

of Data to add all checked statistics on the Statistics tab.

Click Add Columns of

Data to select from a menu of statistics.

4-66 • Program Lists Nielsen Audience Watch User Guide

Creating an Advertiser List

You can also create an program list that displays advertiser and promo data.

1.

Select dates, dayparts, networks, and demographics as desired.

2.

Click Program List in the toolbar.

3.

Select the options and fields you want displayed in the advertiser list from the Options tab.

4.

From the Database tab, enter your search criteria to generate an advertiser list.

5.

Select from the search results as desired.

Example

Selected date range.

Click to display spending data for the brand list.

Select from recently selected

Class types.

Select from a list of

Class types.

Type your search criteria into desired box.

List of brands that match your criteria.

Black = Contains ads for the selected date range.

Red = Contains ads, but not for the specified date range.

Shows the parent company, brand, class, and dates for which there were ads,

Nielsen Audience Watch User Guide Program Lists • 4-67

Importing into a Program List

You can import text files or Excel files into a program list.

Nielsen Audience Watch provides the ability to import .txt or .xls files into a program list. Prior to importing, verify that the list has the required columns of data: Date, Time, and Network.

1.

Open a program list window.

2.

Click the Import a text or Excel file button in the program list toolbar.

3.

From the Import to Program List window, select the file type and file you wish to import, and click

Open.

Note

Microsoft Excel 2010 (.xlxs) files must be saved as an .xls file prior to importing.

4.

If applicable, from the Select window, select the sheet you wish to import.

5.

If prompted to continue because the first row of the file is not a header, click Yes.

6.

From the Program List Import window, click each column heading to select a column heading from the menu.

Example

7.

Click Test to identify errors.

Note

Results are coded by color. Black = OK; Blue = No Program for Date, Time, and Network; and Red =

Error. Try changing an option in the Change Date Based on Time area and test again.

8.

When finished testing, click Import.

9.

Save the program list.

4-68 • Program Lists Nielsen Audience Watch User Guide

Dumping Data from a Program List

Data dump is used to create a text file that contains the viewing logs for the selected demographic and/or exposure group for all times in a selected program list.

Text files can be imported into spreadsheets like Excel, databases like Access or Oracle, or statistical programs like SAS for further analysis.

1.

Open or create a program list.

2.

On the File menu, click Data Dump.

3.

From the Dump Viewing Data window, select the desired data file content and format.

4.

From the Viewing area, select from the following viewing options:

Option

Selected Program

Competing Program

Impressions

Competing Impressions

Usage

Loyalty

Description

Viewing data is written to the export file according to whether or not each member of the demographic group was watching each of the programs in the selected set of programs. The data is coded as follows:

• 0 = Not watching television

• 1 = Viewed the selected program

• 2 = Viewed a broadcast network

• 3 = Viewed a cable network

• 4 = Watched television, but not broadcast or cable (code 2 or

3)

• -1 = Not in tab

• -2 = Not in sample

Note

It is possible for sample members to view two television programs at the same time. If a sample member viewed both the selected program and another broadcast or cable network, then the code used for this would be “1”. The simultaneous viewing of the second program would not be noted.

Viewing data is written according to whether or not each member of the group was watching the program on the selected network which aired at the time each of the programs in the selected set of programs aired. The coding is the same as listed above.

For each member of the group, the total number of exposures to the selected programs is noted.

For each member of the group, the total number of exposures to competing programs to those selected is noted.

For each member of the group, the total number of cases is noted in which the member was watching television at the time each of the programs in the selected set of programs was being aired.

Include the program and television loyalty for each program list row.

5.

When finished, click OK.

6.

Enter a name for the file, select a location, and then click Save.

Note

Each record in the exported data file describes one member of the sample beginning with household number, income, and so forth, and ends with viewing data.

7.

In a new Excel worksheet or other application, import the data.

Nielsen Audience Watch User Guide Program Lists • 4-69

About Pivot Tables and Program Lists

A pivot table allows you to reorganize and summarize selected columns and rows of data from a program list to obtain a desired report.

A pivot table does not change the existing program list, it formats the data in a different way. It “pivots” the data to view it from a different perspective. Use any columns of data in a program list, including added columns of data, to create a pivot table. Any columns of data in a program list, including added columns of data, can be used to create a pivot table.

For example, the table below is a pivot table for EB Auctions Online advertising campaign for January and

February 2010. In this pivot table, the Average of Average Household Income and Sum of Quarter Hour

Rating for people 18-49 are shown for each Network and Genre during January (column D) and again for

February (column E).

Example

The pivot table shows the following information:

• For the EB Auctions Online advertising campaign for the month of January 2010, the ads on NET

A Drama programming on average reached people 18-49 with an average Household Income of

$48.1K.

• The sum of the Quarter Hour Ratings M/F 18-49 for the EB Auctions Online advertising campaign during the month of January, 2010 on NET A Drama programming was 9.895.

• For the EB Auctions Online advertising campaign for the month of February 2010, the ads on NET

A Drama programming on average reached people 18-49 with an average Household Income of

$43.7K.

• The sum of the Quarter Hour Ratings M/F 18-49 for the EB Auctions Online advertising campaign during the month of February, 2010 on NET A Drama programming was 5.585.

4-70 • Program Lists Nielsen Audience Watch User Guide

Creating a Pivot Table

You can change the calculation type from the right-click shortcut menu.

1.

Select dates, dayparts, networks, and demographics as desired.

2.

Open a program list.

3.

From the Program List toolbar, click Add Columns of Data to add the columns you wish to summarize (for example, Average Income).

-or-

From the Program List window Statistics tab, click Add Selected Columns of Data to add the columns you wish to summarize.

4.

Right-click the program list, and then click Pivot Table.

5.

From the Pivot Table Layout window, drag fields on the right to the Columns, Rows, and Data areas on the left as desired.

Example

Note

Numerical data types have a yellow background. When a numeric field is added to the Data area on the left, you can change the calculation type from the right-click shortcut menu.

6.

Click OK to view the table.

Note

To copy the results in the Pivot Table window, select the data, and then press Ctrl+C to copy. Open

Excel or Notepad and press Ctrl+V to paste.

Nielsen Audience Watch User Guide Program Lists • 4-71

About Duplication Matrices

A duplication matrix can be created by network or program

You can create a duplication matrix by network from the Network Analysis button in the toolbar. You can also use the Duplication Matrix button in the program list toolbar to create a duplication matrix for programs.

You can create the following types of duplication matrices from a program list by clicking the Duplication

Matrix button in the program list toolbar:

By Row - Uses each row in the current program list and answers the question: Of the people who watched the first program in the program list, what percentage watched the second?

By Day of Week - Uses the current program list categorized by day and answers the question: Of the people who watched any one of the programs on Monday, what percentage watched any one of the programs on Tuesday?

By Daypart - Uses the current program list categorized by dayparts and answers the question: Of the people who watched any one of the programs during Late Fringe, what percentage watched any one of the programs during Primetime?

By Network - Uses the current program list categorized by networks selected and answers the question: Of the people who watched any one of the programs On Network A, what percentage watched any one of the programs on Network B?

By Network Type - Uses the current program list categorized by network types and answers the question: Of the people who watched any one of the programs on broadcast networks, what percentage watched any one of the programs on Cable News network?

By Program Genre - Uses the current program list categorized by program genre and answers the question: Of the people who watched any one of the Sitcom programs, what percentage watched any one of the Drama programs?

By Program Name - Uses the current program list categorized by program name and answers the question: Of the people who watched any one of the quarter hours of Program A, what percentage watched any one of the quarter hours of Program B?

By Program List - Uses a collection of program lists and answers the question: Of viewers that watched any programs in a program list, what percentage watched any program in another program list?

Note

Not only can you choose the type of duplication matrix you want to create, but you can also choose the value type (Reach, Sample Count, or Percent) from the right-click menu in the Program List Duplication Matrix window. To apply the value type, recreate the duplication matrix.

A duplication matrix analysis will work with full program analysis turned on or off as follows:

Full Program Off - Of the people who saw one or more specified quarter hours on Network A, how many saw one or more of these quarter hours on Network B?

Full Program On - Among viewers who saw any portion of these programs on Network a, how many saw any portion of these programs on Network B?

Using full program allows only one entry for each program. If there is more than one, a message is displayed.

Creating a Program List Duplication Matrix

Use the program list Duplication Matrix button to generate a program duplication matrix.

1.

Click Program List in the toolbar.

2.

On the File tab, create a new folder for the lists you want to include in the duplication matrix.

3.

Create a program list for each of the programs you are analyzing.

4.

Add the program lists to the folder.

5.

Select the folder.

6.

Click the Duplication Matrix button in the program list toolbar.

7.

Select By Program List.

Example

Note

From the View menu, choose Options to change settings such as Unification on the Misc tab and Program

Exposure on the Exposure tab. The title in the Duplication Matrix window lists settings that define the results. If a particular setting has no relevance in the results, it will not be displayed in the title.

Nielsen Audience Watch User Guide Program Lists • 4-73

Chapter 5

Analyses

This chapter provides the basic steps to create an analysis and a description of each analysis type. The following topics are covered in this chapter:

„

„

„

„

„

„

„

„

About the Data Window

View Options

Running an Analysis

About Analysis Types

„

„

„

„

About Audience Flow

Creating Day-to-Day or Week-to-Week Audience Flows

About Demographic Distribution

About Program Environment

„

„

„

„

„

„

„

Program Environment Analysis Quarter Hours

Program Environment Analysis Computations

About Program Trends

About Cumulative Analyses

About Reach Analyses

About Audience Track Analyses

About Network Analyses

About Network Exposure Analyses

„

„

„

About Audience Valuation

About Only Only Both Analyses

„

About Co-Viewing

About Optimization

Running an Optimization

Running a Random Reallocation

Running a Reallocation Using Optimize

Nielsen Audience Watch User Guide Analyses • 5-75

About the Data Window

Use Data Destination in the Format menu to change where the Data window is displayed.

For most analyses, a data window is generated when you run the analysis. By default, it is minimized in the lower-left corner of the work area. The Data window provides additional information, calculations, and shortcut menus. The data displayed varies based on the type of analysis.

Examples

Tips

Right-click in the Data window to view the shortcut menu. Choose additional options, and then click the analysis button to apply the selections.

• Type of data

Reach - Percent of the population reached at different levels of exposure.

Frequency - Percent of the population reached only at specific levels of exposure.

• Sample used in the calculation

Weighted - The weights measure the number of people in the population that are represented by each member of the sample.

Unweighted - Sample members are weighted equally.

• Numerical format

Sample Count - The number of people in the sample.

Percent - Percent of people in the sample.

Projection - An average audience, expressed in terms of households or persons, derived by multiplying a rating by the appropriate universe estimate.

5-76 • Analyses Nielsen Audience Watch User Guide

View Options

Many of the options that affect your analysis results can be changed by selecting Options from the View menu.

The Options window provides the following settings that control how the data are presented in your analysis results:

Tab

Flow

Charts

Options

Pies Proportional To

• Household rating

• Household share

• Demo Rating

• Demo Share

• Viewer Count

Pie Scaling Factor

• Rating Scale

• Share Scale

• Viewer Count Scale

Show Flow Percent

Pie Data Displayed

• Household rating, share

• Demo rating, share

Flow Options

• Tune-in

• Switching

Used to ...

Adjust settings for Audience Flow analyses.

Set the pie areas proportional to viewing values.

The values for rating and share for local (non-network) viewing is not available from Nielsen. In addition, these values are undefined for the off viewing option. Therefore, if you select any option besides viewer count in the window above, the area of the pies for local and off is constant.

Viewer Count refers to the number of people in the sample segment that has been selected. This is the number of people in the demographic segment selected who watched the program. Programs which had fewer viewers would be represented with pie charts that are proportionally smaller.

Set a pie scaling factor for pie charts.

Depending on the resolution of the monitor you are using or the number of rows and columns of pie charts that you are displaying, you may want to adjust the general size of the pie charts.

Larger values result in larger pies; for best results use a value in the 25-150 range.

The change takes place the next time you display the window.

Display or remove percentages for each piece of the pie.

These percentages are displayed to the right of the pie.

Under certain conditions, it is possible for a person to view more than one program at the same time. When this occurs, the sum of the percentages shown may be greater than

100%. In these cases, the individual percentages will be accurate while the size of the colored pie sectors will be approximate.

It is also possible for the sum of the percentages shown to be less than 100%. Percentages for the broadcast networks are shown only for those networks selected for display in audience flow rows.

Select either household or demo rating, share. Some of the pie chart notations indicate rating and share values for a program. These values can be for either the household rating as reported by Nielsen for the program, or they can be the demographic rating and share values for the demographic group that you select.

For some age group selections, the demographic values displayed for rating and share are approximate. This is because the rating and share data which is currently available does not include all age groupings.

Analyze tune-in and switching. Creates pie charts that display when people are tuned in, when they switch channels, and when their set is turned off.

For analyses that render charts, options are available to determine labels, color, value, and legend format.

Nielsen Audience Watch User Guide Analyses • 5-77

View Options …

Tab

Charts (cont.)

Misc

Options

Labels on Charted

Points

• Charted value

• Sample Count

• Audience totals

Color

• Color

• Black & White

List Legend

• File name

• Path & file name

• Comment

Universe Estimate

Display

• Full value

• 1000s

Hide Zeros in Data

Window

Used to ...

Select what you want displayed as the label on the charted points.

Determine if the chart will be in color or black and white.

Select the format for program list legends.

Determine if the full value of a universe estimate is displayed or if it is displayed in 1000s.

Process All Lists in the

Folder

Genre Groups

• Nielsen

• Simplified

Suppress zero values in the Data window. It does not suppress a program or network that is included in the sample but had no activity.

Execute a function on all program lists in the selected folder.

For example, if you select this option and then run a demographic distribution, program environment, reach, or frequency, the analysis will be executed on each program list in the folder.

Determine how program type codes are displayed in program schedules and lists.

• Nielsen descriptions are longer and more specific.

• Simplified descriptions are shorter and have fewer designations.

Determine whether the calculations in Audience Flow and

Program Environment analyses are based on only those who were viewing at the time or the entire sample selected.

Flow & Program

Environment

• Percent of viewers

• Percent of sample

(rating points)

Unification Rate

Only Only Both

• Percent of sample

• Count

• Percent of audience

Effective Reach Weeks

• Window Size

(Weeks)

• Step Size (Weeks)

• Monday Start

Determine what percent of the analysis dates sample members need to be in-tab to be used in reach calculations.

Make selections for Only Only Both analyses base calculations.

Select the week settings for Effective Reach analyses.

5-78 • Analyses Nielsen Audience Watch User Guide

Tab

Planning

Options

Ad Types

• Commercial Ad

• Promotion

• Public Service Ann.

• Direct Response

• Local Ad

• National Ad

Time

• Standard Time

• Military

• Effective Exposure

Level

• Default Ad Length

• End optimization if reach does not increase in iterations

Audience Valuation

• By Demo

• Valuation File

Use Response

Exposure Averaging

• Enabled

• Max Days

• Max Telecasts

Ranking Cost

• Unit Cost

• CPM x Delivery

• No Cost

• Equal CPM

Used to ...

Select the types of ads and promotions you want to include in your analyses results.

Notes

For C3 ratings, select only Commercial Ad and

Direct Response.

Select to view Local and/or National ads only.

Select to display either standard time or military time.

Note

Military time is always used to represent the period of time between midnight and 6:00 AM that is associated with the previous day.

• Set the number of exposures considered to be effective.

• Choose the desired ad length to be used in creating a media plan.

• When running an optimization, limit the number of passes in which no improvements are made.

Select the valuation method.

• Use standard demographic weights.

• Set weights to any value and store in a valuation file.

In optimization, measure of suitability for advertising a particular product. The number assigned is based on response value.

Enable exposure averaging and specify the number of days and telecasts to average.

Select a costing method for optimization.

• Unit Cost - Reported by the networks. These numbers are probably routinely inflated by the networks. Monitor

Plus/Kantar supplies a value for each ad. Those values are averaged by week, dayparts, program name and network.

• CPM x Delivery - Calculated from the average CPMs and the Nielsen reported quarter hour delivery. The average

CPMs multiplied by the Nielsen delivery (projected # of viewers from Nielsen as reported in the

Pocketpiece

®

)

.

• No Cost - Use no cost data.

• Equal CPM - Unit Cost calculated assuming the CPM is the same for each spot, but the Delivery changes from spot to spot.

Note

If you choose either Unit Cost or CPM cost methods, you need to specify the corresponding cost files on the Cost tab.

Nielsen Audience Watch User Guide Analyses • 5-79

View Options …

Tab

Planning (cont)

Cost

Options

Optimization Program

Selection

• Date Range &

Daypart

• Availables Program

List

• Cost Data - Nielsen

Media Research

• Response Data

• User Data

Loyalty

Exposure

Average

Warnings

• Lead-in/Lead-out

Exposure

• Quarter Hour

Exposure

• Daypart Exposure

• Program Exposure

• Exposure Group

• Random Functions

- Random

- Not-Random

- Seed

• Ad Exposure

On/Off

Used to ...

Select standard method of optimization by date range and daypart, or enable additional options available with program lists.

Check the date ranges for which data is available for the selected data files. Select a file and then click the appropriate question mark button.

Control the settings for daily and weekly loyalty by setting the number of days and weeks back to search for a telecast, the maximum number of telecasts to use in the loyalty calculation, and the minimum amount of telecasts that must be viewed to be considered in the loyalty calculation.

Note

A summary paragraph describing your selections is displayed below the selections.

Set exposure rules. These rules are used to determine what percent and number of minutes of a lead-in or lead-out program, percent of a quarter hour of a program, percent of a daypart, or percent and number of minutes of a program a sample member must have viewed to be counted as having viewed.

Note

These exposure rules are used only in calculations based on all-minutes data. They are ignored in mid-minute data.

• Set the minimum percentage viewed and the number of exposures required in order for a sample member to be included in the calculation. This is the qualifier used for viewing groups.

• Random Functions

- Random - Select rows randomly when using the

Select tab of the Add to Program list window to build a

Program List.

- Not-Random and Seed - Run different calculations on the same random rows every time.

Note

These exposure rules are used only in calculations base on all-minute data. They are ignored in mid-minute calculations.

• Adjust the ad exposure percent to set the percent of the ad that a sample member must have viewed to be counted.

Note

This is only displayed on the Average tab when you are using STB data in the data source.

Turn warning messages on or off. This is helpful when running a series of calculations that continually display the same message.

5-80 • Analyses Nielsen Audience Watch User Guide

Tab

Ratings

Options

Ratings Display

• Automatic

• Fixed Length

Ratings Adjustments

• VCR (Valid through

July 2011)

• Visitors

Commercial Minute

Qualifier

Used to ...

Specify the number of decimal places for ratings data in analyses.

Determine whether:

• VCR viewing is included or excluded (VCR, NoVCR)

Notes

VCR Adjustment is discontinued effective August 1,

2011 going forward, but it will still be applied to ratings data prior to this date.

• Visitor viewing is included or excluded (Vis, NoVis)

Note

Changing these options also changes the statistic labels. Select both of these boxes for C3 ratings.

Specify the number of seconds of commercial time a minute must contain in order to be included in the calculation of qualified commercial ratings.

Activate the next section (when checked), which allows you to specify an averaging option.

Show simplified commercial rating options on the Add

Column menu based on the following settings

• Simple Average

• Second Weighted

Average

• Show the average minute rating for every commercial minute.

• Weigh commercial minutes based on how many seconds of the minute was commercial.

Activate the option to add a commercial minute qualifier.

Minute Qualified

Commercial Ratings

Comm Minute Data

Source

• Nielsen

• Ad Database

Specify the source of the minute data.

Nielsen Audience Watch User Guide Analyses • 5-81

Running an Analysis

You use the Tools menu or the analysis buttons in the toolbar to run an analysis to examine the viewing habits of television audiences.

The basic steps necessary to run most analyses are as follows:

1.

Select dates, dayparts, networks, and demographics as desired.

2.

Open either a program schedule or program list.

3.

Select the desired programs.

Note

If no programs are selected, then the analysis will be for all programs in the Program List.

4.

Right-click the desired analysis button in the toolbar to select the type of analysis you wish to run.

5.

On the View menu, click Options to verify the settings for the analysis type you wish to run. See

“View Options” on page 77.

6.

Click the desired analysis button in the toolbar to run the analysis.

Tip

Create multiple lines or bars within the same chart, or add additional columns to a data window by running the same analysis type again with the initial window open.

5-82 • Analyses Nielsen Audience Watch User Guide

About Analysis Types

A variety of analyses can be performed with Nielsen Audience Watch.

Once you create a program schedule or program list in Audience Watch

®

and select your programs, you can execute a number of different analyses using the analysis tools in the Audience Watch toolbar.

Note

Most analysis buttons in the toolbar are activated after a program or programs are selected in a program schedule or program list.

Each button represents a family of analyses as follows:

Button Analysis Type

Audience Flow - Analyzes how audience segments flow from one program to another during a selected time period.

Demographic Distribution - Displays the demographic distribution of a program audience or sample

Program Environment - Evaluates program performance based on surrounding conditions while it airs.

Program Trends - Analyzes trends for the selected programs.

Cumulative Analysis - Examines the cumulative unique audience for a sequence of times or programs.

Reach Analysis - Determines the number of unique viewers of a population that are exposed to a program, network, or advertisement campaign.

Audience Track - Analyzes program viewer counts over time.

Network Analysis - Analyzes network distribution, reach, and performance over time.

Network Exposure Analysis - Provides information about what other networks a viewing group sampled.

Audience Valuation - Provides the ability to weight each demographic characteristic.

Tip

Right-click the button to select the type of analysis you wish to run prior to clicking the button to run the analysis.

Nielsen Audience Watch User Guide Analyses • 5-83

About Analysis Types

About Audience Flow

Audience Flow analyses show how audiences flow from one program to the next.

Audience flow refers to the sequence of television programs that specific audience segments watch during a selected period of time. During a given evening, audiences can be thought of as flowing from one program to the next. Day-to-day or week-to-week flow analyses flow from one episode of a program to the next.

An audience flow chart shows the movement of audiences from program to program and period to period.

Audience flow diagrams come in two forms:

• Source audience flow: where the audience came from for a given program; the source of that particular program's audience.

• Retention audience flow: where the audience went after watching a particular program; a measure of effectiveness of a program in retaining their audience for the next program.

Tip

Press Tab to switch between source and retention flows.

Example

The chart below shows the Source Audience Flow composition of the audience for programming on networks A, B, C, and D for a one and one half hour time period beginning at 8:00 PM.

Viewer

Count

Flow Percents

Program Name

Share

Rating

The programming for a network is represented as a row of pie charts; the rows of charts in the figure represent three viewing alternatives. The columns of pies isolate specific times of the broadcasting day's schedule and are indicated at the bottom of each column.

Note

You can change what you are viewing for Audience Flow analyses from the View > Options window using the

Flow and Misc. tabs. For example, you can show the values in a chart as percent of viewers or percent of sample.

5-84 • Analyses Nielsen Audience Watch User Guide

The flow percentages for each pie chart are color coded to correspond with what audience members were watching during the previous time period.

Tip

You can assign colors to each of the networks from the Network Selection window.

For example, at 9:00 PM the percentages indicate that of the 1,525,228 adults 18-65+ in the sample who were watching Program 2:

• Olive: 39.7% of the audience came from Program 1.

• Red: 6.5% came from Program 4.

• Green: 2.6% came from Program 6.

• Blue: 0.8% cam from Program 8.

• Black: At 8:00 PM, 29.6% were either not watching television or were watching programming not included in the database.

• Gray: 16.7% came from one of the cable networks.

Note

Flow to and from the cable networks is combined in the gray pie sector. Flow to and from any specific cable network can be broken out by selecting the cable of interest in the Network Selection window. A sector will be added for the specified cable network and its data will be excluded from the gray sector. Audience flow for local programming

(neither broadcast nor cable network) is combined with not watching in black.

Nielsen Audience Watch User Guide Analyses • 5-85

About Analysis Types

Creating Day-to-Day or Week-to-Week Audience Flows

You can create day-to day or week-to-week audience flow analyses from a program schedule.

Day-to-day audience flow charts allow users to see how program audiences behave from one day to the next. Week-to-week audience flow charts allow users to track audience flow for a program from one week to the next.

1.

Select dates, dayparts, networks, and demographics as desired.

2.

Click Program Schedule in the toolbar.

3.

From the Program Schedule toolbar, click By Day.

-or-

From the Program Schedule toolbar, click By Week.

4.

From the Program Schedule window, select a single program, and then drag horizontally.

5.

Click the Audience Flow button to run the analysis.

Note

You can also analyze tune-in and switching in an audience flow by selecting them from the Flow tab in the View,

Options window.

5-86 • Analyses Nielsen Audience Watch User Guide

About Analysis Types

About Demographic Distribution

The demographic distribution family of charts displays the demographic distribution of a program audience or sample.

Demographic distribution plots divide the program audience or sample demographically into portions. Each portion is then plotted to reflect the percentage of total viewers for that portion. Total audience is the sum of each demographic portion.

You can use Demographic Distribution analyses to plot audience data to help answer questions such as:

• What portion of the audience for a program comes from higher income households?

• How do viewers in big cities react to a program?

• How do programs compare in attracting well educated viewers?

You can run the following distribution plots for any selected demographic factor:

Note

The asterisk indicates options that include duplicated viewing for data effective January 31, 2011 going forward.

All historical data prior to January 31, 2011 will not include duplicated viewing.

• *Audience Count - Measures total program viewership from each demographic portion of the sample.

• *Audience % Distribution - Reflects the percentage of total viewing from each demographic portion of the sample. It is the duplicated or non-unified viewing of the sample.

Audience Distribution / Sample Distribution - Indicates audience skew by demographic.

Note

For Audience % Distribution and Sample % Distribution, the sum of the percentages is 100%, while for

Audience Distribution / Sample Distribution, the average of the percentages is 100%.

• *Ratings Contribution - Shows the contribution of each demographic portion of the sample to the calculated rating of selected programs. It is an indicator of rating skew by demographic. It is based on the duplicated or non-unified viewing of the sample.

Sample Count - Measures viewers by their demographic portion of the sample. It does not consider viewing history as does audience count. It is similar to the ratings contribution but measures the number of ununified sample viewers.

Sample % Distribution - Shows percentage of total viewers that each portion of the sample accounts for. It is similar to the ratings contribution but measured as a percentage of the unduplicated or unified sample independent of viewing.

Note

The demographic distribution functions are not unified functions. In other words, the tabulation is made for audience members for each of the selected times without regard for whether the audience members were intab during any of the other times. Sample filtering, by contrast, can be either a fully unified or partially unified function. Therefore, the audience distribution for a demographic group for a collection of programs will not be the same as the audience distribution for a demographic group that is filtered either partially or fully on those same programs. The unified filtering process removes those who were out of tab during any one of the programs, while an audience distribution does not.

Nielsen Audience Watch User Guide Analyses • 5-87

About Analysis Types

About Demographic Distribution …

The example below displays Sample % Distribution by region (Timezone/Territory) for an audience age of

18-49 with a post high school education.

Example

5-88 • Analyses Nielsen Audience Watch User Guide

About Analysis Types

About Program Environment

Program environment analyses allow the user to assess program performance against the competition by analyzing conditions surrounding a program.

Program environment refers to the measures that define the performance of a television program in the context of its competition during the time period that it airs. The various types of analysis indicate relative audience share as audience members make their viewing decisions as programs begin and end, during programs and as the tune in.

The various types of analysis, such as lead-in retention, or switching share compute the relative audience share as viewers tune in, make viewing decisions as programs begin and end, and change channels during programs, and as they tune in.

These analyses include ONLY household members - no visitors.

Note

You can change options for Program Environment analyses from the View > Options window using the Misc. tab. For example, you can show the values in a chart as percent of viewers or percent of sample.

The following types of program environment analyses are available:

Menu Option

Lead-in Source

Lead-in Retention

Lead-in Loyalty

Lead-in Defection

Tune-in Percent of Program

In Program Source

In Program Retention

In Program Loyalty

In Program Defection

Quarter Hour Source

Quarter Hour Retention

Quarter Hour Loyalty

Description

The percentage of those who watched the first quarter hour of the selected program who came from the last quarter hour of the lead-in program.

The percentage of those who watched the last quarter hour of the lead-in program who watched the first quarter hour of the selected program.

The percentage of those who watched the last quarter hour of the lead-in program and watched television during the first quarter hour of the selected program who watched the first quarter hour of the selected program.

The percentage of those who watched the last quarter hour of the lead-in program and also watched television during the first quarter hour of the selected program who did not watch the first quarter hour of the selected program.

Percentage of viewers of the first quarter hour of the selected program who were not watching network television during the previous quarter hour.

The percentage of those who watched the last quarter hour of the selected program who came from the first quarter hour of the selected program.

The percentage of those who watched the first quarter hour of the selected program who watched the last quarter hour of the selected program.

The percentage of those who watched the first quarter hour of the selected program and watched television during the last quarter hour of the selected program who watched the last quarter hour of the selected program.

The percentage of those who watched the first quarter hour of the selected program and also watched television during the last quarter hour of the selected program who did not watch the last quarter hour of the selected program.

The percentage of those who watched the current quarter hour who came from the previous quarter hour.

The percentage of those who watched the previous quarter hour who watched the selected quarter hour.

The percentage of those who watched the previous quarter hour and watched television during the selected quarter hour who watched the selected quarter hour.

Nielsen Audience Watch User Guide Analyses • 5-89

About Analysis Types

About Program Environment …

Menu Option

Quarter Hour Defection

Lead-out Source

Lead-out Retention

Lead-out Loyalty

Lead-out Defection

Tune-out Percent of Program

Description

The percentage of those who watched the previous quarter hour and also watched television during the selected quarter hour who did not watch the selected quarter hour.

The percentage of those who watched the first quarter hour of the lead-out program who came from the last quarter hour of the selected program.

The percentage of those who watched the last quarter hour of the selected program who watched the first quarter hour of the lead-out program.

The percentage of those who watched the last quarter hour of the selected program and watched television during the first quarter hour of the lead-out program who watched the first quarter hour of the lead-out program.

The percentage of those who watched the last quarter hour of the selected program and also watched television during the first quarter hour of the leadout program who did not watch the first quarter hour of the lead-out program.

The percentage of those who watched the last quarter hour of the selected program who were not watching television during the first quarter hour of the lead-out program.

Tune-in Percent of Tune-in

Total

Switching Percent of Switching

Total

Tune-in + Switching Percent of

Total

Tune-in Total

The percentage of people in the sample who were not watching television during the previous quarter hour who watched television the selected quarter hour (independent of programs).

The percentage of those who were watching television during the previous quarter hour and who changed their viewing choice between the previous quarter hour and the selected quarter hour, who chose to watch the selected program at the selected quarter hour.

The percentage of those who watched the selected quarter hour who watched television on a competing network or did not watch television during the previous quarter hour.

The number of people in the sample who were not watching television during the previous quarter hour who watched television the selected quarter hour

(independent of programs).

Switching Total

Scale

The number of people in the sample who changed channels between the previous quarter hour and the selected quarter hour who watched television the selected quarter hour (independent of programs).

The Y-axis scale: % Share or Audience Count.

Note

The only Scale option (Y-axis) available for Tune-in Total and

Switching Total is Audience Count.

Note

When using only the Nielsen data for tune-in and switching, it is not possible to distinguish between those who were watching local programming and those who were not watching television. See the Help topics Tune-in &

Switching Calculations and Television Usage.

5-90 • Analyses Nielsen Audience Watch User Guide

About Analysis Types

Program Environment Analysis Quarter Hours

Quarter hours used in program environment analyses are based on source and destination program segments.

The quarter hours are used in each analysis are explained in the table below:

Analysis Type

Lead-in Source

Lead-in Retention

Lead-in Loyalty

Lead-in Defection

Tune-in Percent of Program

In Program Source

In Program Retention

In Program Loyalty

In Program Defection

Quarter Hour Source

Quarter Hour Retention

Quarter Hour Loyalty

Quarter Hour Defection

Lead-out Source

Lead-out Retention

Lead-out Loyalty

Lead-out Defection

Tune-out Percent of Program

Tune-in Percent of Tune-in

Total

Switching Percent of Switching

Total

Tune-in + Switching Percent of

Total

Tune-in Total

Switching Total

Source Program Segment

Final quarter hour of previous

(lead-in) program

First quarter hour of selected program

Previous quarter hour

Final quarter hour of the selected program

Previous quarter hour

Destination Program Segment

First quarter hour of selected program

Final quarter hour of selected program

Selected quarter hour

First quarter hour of subsequent (lead-out) program

Selected quarter hour

Nielsen Audience Watch User Guide Analyses • 5-91

About Analysis Types

Program Environment Analysis Computations

Quarter hours used in program environment analyses are based on source and destination program segments.

The computations used in each analysis are explained in the table below:

Note

When using only the Nielsen data for tune-in and switching, it is not possible to distinguish between those who were watching local programming and those who were not watching television. See the Help topics Tune-in &

Switching Calculations and Television Usage.

Analysis Type

Lead-in Source

In Program Source

Lead-out Source

Quarter Hour Source

Lead-in Retention

In Program Retention

Lead-out Retention

Quarter Hour Retention

Lead-in Loyalty

In Program Loyalty

Lead-out Loyalty

Quarter Hour Loyalty

Lead-in Defection

In Program Defection

Lead-out Defection

Tune-in Percent of Program

Numerator

Total viewers of both the source and destination segments.

Total viewers of source and destination program segments.

Total viewers of source and destination program segments.

Destination Program Segment

Total viewers of the destination segment.

Total viewers of the source program segment.

Total viewers of the source program segment who also watched the destination program segment.

Tune-out % of Program

Tune-in % of Tune-in Total

Switching Percent of

Switching Total

Tune-in + Switching Percent of Total

Total viewers of the source program segment who watched the destination segment but did not watch the destination program.

Total viewers of the source program segment who also watched the destination program segment.

Total viewers of the destination program segment who did not watch television during the source program segment.

Total viewers of the source program segment who did not watch television during the destination segment.

Total viewers not watching television during the source program segment who watched the destination program segment.

Total viewers of competing programming during the source program segment who watched the destination program segment.

Total viewers of other networks during the source program segment other than the destination plus the total viewers who were tuned out during that segment.

Total viewers of the destination program segment.

Total viewers of the source program segment.

Total viewers not watching television during the source program segment that watched during the destination segment.

Total viewers during the source and destination program segments who changed channels between the source and destination segments.

Total viewers of the destination program segment.

5-92 • Analyses Nielsen Audience Watch User Guide

Analysis Type

Tune-in Total

Switching Total

Numerator

Total viewers tuned out during the source program segment that tuned in during the destination program segment.

Total viewers during the destination program segment who changed channels between the source and destination program segments.

Destination Program Segment

One.

One.

Nielsen Audience Watch User Guide Analyses • 5-93

About Analysis Types

About Program Trends

Program trend analyses accentuate viewer trends from program to program.

Measures of program trends indicate how frequently or consistently audiences watch a series of program episodes or portions of a given program episode.

These measures indicate the level of loyalty that audiences have for programs. It is believed that programs with highly loyal audiences are better suited for the placement of advertising for two reasons:

• Audiences will be more involved in the program content and thus retain more of the advertised message.

• Audiences will associate the appeal of the program with the advertised product.

Several measures of program trends are supported by Nielsen Audience Watch.

Defection - The portion of an audience that saw an episode of a program and then chose not to see subsequent episodes of the same program when given an opportunity to do so; instead, they watched competing programs at the same time the program was being aired.

Experience - The portion of an audience that was exposed to prior episodes or prior quarter hours of a program.

Loyalty - The portion of an audience that saw an episode of a program and also chose to watch subsequent episodes of the same program when given an opportunity to do so.

Retention - The portion of an audience that saw an episode of a program and also saw subsequent episodes of the same program.

Program loyalty analyses and closely related defection analyses are powerful tools for gauging the strength of programs, particularly new programs. Program loyalty shows the number of people who watched a program, and decided to watch it the next time it was aired.

For programs that will eventually fail, program loyalty numbers will often indicate failure long before rating and share values begin dropping.

Note

A person is not considered to be disloyal if he or she watches an episode and then does not watch television when a subsequent episode is being aired. Mowing the lawn while a program is airing is not an indicator of disloyalty.

Disloyalty occurs only when the person has an opportunity to watch an episode, but chooses not to watch by selecting a competing program.

The distinction between retention and loyalty is a subtle but an important one. Retention measures frequency of episode viewing regardless of other activities. Loyalty measures only viewing if given an opportunity to see. Loyalty and defection are just different ways of looking at the same measure. People who are watching television have been either loyal or disloyal.

There are several tools for measuring program loyalty and evaluating the impact of loyalty on program success, advertising reach, and frequency.

5-94 • Analyses Nielsen Audience Watch User Guide

Loyalty Measurement Methods

• Network Loyalty - Of the people who watched a network the previous day/week and were watching television this day/week at the same time, what percentage watched the network this day/week.

• Program Loyalty - Of the people who watched a program the previous day/week and were watching television at the same time when the same program aired this day/week, what percentage watched the program this day/week. Program loyalty is defined only when a program airs at the same time the previous day/week.

• Program Retention - Of the people who watched a program the previous day/week what percentage watched the program this day/week.

• Program Defection - Of the people who watched a program the previous day/week and were watching television at the same time when the same program aired this day/week what percentage did not watch the program this day/week.

• Weighted Average - A statistical measure defined as a weighted sequence of past individual choices for viewing or not viewing a program, Weighted Average is particularly useful in television viewing choice modeling.

Some industry professionals believe program loyalty is a better measure of program appeal than retention.

Due to personal schedules, a viewer may not be able to consistently watch a particular program at its regular airing. Having plans other than television should not be considered disloyalty; however, watching a competing program during an episode's airing could indicate disloyalty.

Note

The Multiple Loyalty Lines option allows users to track new audience members throughout the season. Rightclick the Program Trends button to select this option.

Nielsen Audience Watch User Guide Analyses • 5-95

About Analysis Types

About Cumulative Analyses

The cumulative analysis plots indicate the accumulated unique audience for a sequence of times or programs in a program list or schedule.

There are eight types of cumulative analysis available in the Cumulative Analysis family of analyses:

Cume Build Chart - Indicates the accumulated unique audience reached for a sequence of times or programs. In other words, it measures that portion of a demographic group or sample that was progressively exposed to a series of time slots or programs.

Answer questions like:

After the second ad, what percent of the demographic group had seen either the 1st or the 2nd ad?

At the third program, what percent of the demographic group had seen one of the three programs?

For a given ad campaign, how did the reach change as the number of times it was aired increases?

Characteristics

Will always be increasing.

Will always be a convex curve.

Eventually levels out.

Is dependent on the sequence of the programs.

New audience percent of cumulative audience - The New Audience % of Cumulative Audience chart indicates the percent of new unique viewers reached out of the total unique viewers reached so far for each of a sequence of times or programs. In other words, it measures that portion of a demographic group or sample that was first-time exposed to a series of time slots or programs out of the cumulative audience.

Answers questions like:

At the 3rd program, what percent of the audience so far were new viewers?

For a given ad campaign, how many new viewers were reached out of the total unique viewers reached as the ad sweep progress?

Characteristics

Starts at program number 2, since at the first program 100% of the viewers were new.

Will eventually go to zero.

Is generally a rough concave curve, but specific points can be higher or lower than the previous points.

Is dependent on the sequence of the programs

5-96 • Analyses Nielsen Audience Watch User Guide

New audience percent of cumulative audience/Cume chart - Shows both the New Audience % of Cumulative Audience plot and the Cume Build Chart plot on the same chart.

Answers questions like:

As an ad sweep progresses, how many new viewers are reached in comparison to the percent of the demographic group reached?

For a given ad campaign, how did the reach change in terms of the total viewers reached and the total demographic group reached as the number of times it was aired increases?

Characteristics

Will show that as the Cume Chart (viewers so far) levels out, the New Audience % of

Cumulative Audience will go to zero (fewer new viewers).

Is dependent on the sequence of the programs

New audience percent of population - Indicates the percent of new unique viewers in the population reached for each of a sequence of times or programs. In other words, it measures that portion of a demographic group or sample that was first-time exposed to a series of time slots or programs.

Answers questions like:

At the 3rd program, what percent of the population or sample were new viewers?

For a given ad campaign, how many new viewers were reached as the ad sweep progressed?

Characteristics

Will eventually go to zero.

Is dependent on the sequence of the programs

GRP vs. Cumulative Audience - Relates calculated GRPs to reach. Indicates the accumulated unique audience reached for a given number of GRPs in an advertising campaign or group of programs. In other words, it can help identify the point of diminishing returns as GRPs are added to a network or group of networks.

Answers questions like:

After 20 GRPs of programming, what percent of the demographic group had been reached?

For a given ad campaign, how did the reach change as the number of GRPs increased?

How many GRPs of advertising can you place on a network or combination of networks before you reach a point of diminishing returns?

Characteristics

Will never be decreasing.

Will always be a convex curve.

Eventually levels out.

Is independent of the sequence of the programs.

Programs are randomly added to analysis from the programs selected.

GRP vs. Available Audience - Relates calculated GRPs to available reach. It indicates the percent of people reached who watched the network.

• Unit Cost vs. Cumulative Audience

• Unit Cost vs. Available Audience

Nielsen Audience Watch User Guide Analyses • 5-97

About Analysis Types

About Reach Analyses

Reach analyses compare and evaluate the effectiveness of advertising or promotional schedules based on the number of homes or people reached.

The reach family of analyses is used to provide unduplicated audience estimates and frequency of viewing estimates for one or a series of selected programs or time periods for selected demographics.

Reach estimates can be supplemented with frequency distributions that show the number of times a home or a person was exposed to a national commercial. Many advertisers believe an average frequency of three or more is needed for advertising to be considered effective.

Note

The asterisk indicates analyses that include duplicated viewing for data effective January 31, 2011 going forward. All historical data prior to January 31, 2011 will not include duplicated viewing.

The following types of reach analyses are available in the reach family of analyses:

*Reach - Percent of unique viewers of a population exposed to a program at a given time. Reach is equivalent to the Quarter Hour Rating (calculated).

Answers questions like:

What portion of the population was reached during a given program?

When were the most unique viewers reached during an ad campaign?

Effective Reach - Unduplicated percent of a population exposed to advertisements in a campaign or programs in a schedule at various levels of exposure for the selected demo.

Answers questions like:

What portion of the population saw at least one advertisement?

What portion saw two or more quarter hours of programming within a set of programs?

Effective Reach by Sorted Column - Tabulates a set of effective reach curves by data in the sorted column of a program list.

N x N Week Effective Reach - Tabulates a set of effective reach curves where each curve is the effective reach for a user-selected window and number of weeks (N).

Note

From the View menu, click Options, and then click the Misc tab to set the Window (time frame) weeks and Step (number of weeks to group) for an effective reach.

*Frequency Distribution - Displays the portion of the sample that has been exposed a specific number of times to advertisements in a campaign or programs in a schedule.

Answers questions like:

What portion of the population was exposed to an advertisement exactly one time.

What portion was exposed exactly two times, and so on.

What portion of the viewers saw only one of the eight quarter hours of programming.

Network Reach Percent - Shows the percent of unique viewers reached for all spots on a specific network in an advertising campaign or list of programs.

*Network Audience - Shows the total projected unique viewers reached for all spots on a specific network in an advertising campaign or list of programs calculated from network reach and universe estimates.

*Network Average Frequency - The average number of impressions for each unique viewer reached by network.

Unique Network Reach - Shows the percent of unique viewers reached on each network. That is, the amount that the reach for an advertising campaign would decline if all advertising spots for a particular network were removed from the advertising campaign.

5-98 • Analyses Nielsen Audience Watch User Guide

Unique Network Reach/Network Reach - Shows the number of unique viewers reached only on a specific network divided by the total number of unique viewers reached on the same network.

Network GRP - Displays the sum of ratings for each network.

Network Unit Cost Based on Ad Length - Displays the sum of network unit cost based on ad length for each network.

Network Unit Cost for 30 Second Ads - Displays the sum of network unit cost for 30-second ads for each network.

Network Unit Cost / Unique Network Reach - Shows the ratio of the total network cost to the unique network reach for the network. This is the approximate value of the average unique network reach point.

Network Unit Count - Total number of ads for an ad campaign for the network.

Daypart Network Reach - Shows the percent of unique viewers reached for all spots on each network during the selected daypart. That is, the total reach for an advertising campaign by network for the daypart selected.

Available Daypart Network Reach - Displays the percent of unique viewers reached for all spots on each network during the selected dayparts and for the date range of the programs in the program list or program schedule. That is, the total reach for an advertising campaign by network for a date range during the selected daypart.

Available Daypart Network Audience - Shows the percent of unique viewers reached on each network during the selected dayparts and for the date range of the programs in the program list or program schedule. This is, the total reach by network for a date range during the selected daypart.

Percent of Available Daypart Network Audience - Shows the percent of unique viewers reached on each network during the selected daypart divided by the percent of unique viewers reached on each network during the selected daypart for the date range of the programs in the program list or program schedule. It is an index indicating the level of utilizing a network's ability to reach unique viewers during a selected daypart.

Time Slot Network Impressions - Shows the total number of impressions received by each of the networks during the times selected.

Time Slot Network Reach - Shows the total reach of each network during the times selected.

Include Zero Exposures - Provides two format options for frequency distribution plots: Including

Zero Exposures -% of viewers or Not Including Zero Exposures -% of sample.

This following table shows the hypothetical results of a advertising campaign of five ads on three networks.

The audience sample is composed of 10 people.

Nielsen Audience Watch User Guide Analyses • 5-99

About Analysis Types

About Reach Analyses …

We can see from the table which viewers were exposed to which ads. Viewer V1 was exposed to Ad 5 on

Network C. Viewer V2 saw three ads on Networks A and B, and so forth.

Summary of Results

Reach: Nine of the 10 viewers saw at least one ad; therefore, the total reach is 90%. Only viewer

V9 did not see any ads.

Effective Reach: Nine out of the 10 viewers saw one or more of the ads; therefore, the effective reach at one exposure is 90%.

Frequency Distribution: Four out of the 10 viewers saw exactly one of the ads; therefore, the frequency distribution at one exposure is 40%.

Network Reach Percent: Seven out of 10 of the viewers saw one or more ads on Network A; therefore, the network reach percent for Network A is 70%.

Incremental Network Reach -The incremental network reach for a network is the amount that the reach for an advertising campaign would decline if all advertising spots for that network were removed from the advertising campaign. Incremental network reach is a useful measure for the networks in a media plan when the plan needs to be reduced in size. Removal of ads on those networks that have low incremental network reach will have the least impact on the overall reach of the ad campaign.

Unique Network Reach: Three out of 10 of the viewers saw ads only on Network A (viewers V3,

V5, and V10); therefore, the unique network reach for Network A is 30%.

Unique Network Reach/Network Reach Percent: For Network C, the Unique Network Reach is

10%, and the Network Reach Percent is 20%; therefore, the unique network reach/network reach percent for Network C is 0.50.

Notes

The sum of the individual network reach percent values (70% + 50% + 20%) does not equal the total reach (90%).

The sum of the individual unique network reach values (30% + 0% +10%) also does not equal total reach (90%).

The network reach percent for Network B is substantial (50%), while the unique reach for the same network is zero.

5-100 • Analyses Nielsen Audience Watch User Guide

About Analyses Types

About Audience Track Analyses

Audience Track plots show program viewer counts over time.

Audience tracking refers to a detailed analysis of total viewer counts on a minute-by-minute or second-bysecond basis depending on data source. It is useful in highlighting changes in viewing based on sometimes subtle changes in program content.

Note

Audience Track analyses include duplicated viewing for data effective January 31, 2011 going forward. All historical data prior to January 31, 2011 will not include duplicated viewing.

Example

The figure shows audience tracks for four competing networks. If an audience track plot shows abrupt changes in viewing levels for a program or network, you can find out where those viewers went.

Nielsen Audience Watch User Guide Analyses • 5-101

About Analysis Types

About Network Analyses

Network analyses provide summary and viewing information for all networks.

You can run a number of different network analyses for selected dates, dayparts, demographics, and exposure levels from the Network Analysis button in the toolbar.

Note

A program schedule or program list is not required to run these analyses.

The following types of network analyses are available in Audience Watch

®

:

Network Distribution - Produces a viewing distribution chart for all networks using the currently selected dates, dayparts, and demographic settings.

Network Type Distribution - Produces a viewing distribution chart for all networks types using the currently selected dates, dayparts, and demographic settings.

Network Only-Only-Both - Provides a table that shows the Percent of Demo Group by network for those viewers who: did not watch, were in the viewing group and the demo group; watched, were not in the viewing group, but were in the demo group; and watched and were in the viewing group and the demo group.

Network Duplication Matrix - Produces a duplication matrix for the networks selected and the currently selected dates, dayparts, and demographic settings.

Network Tuning Average Duration - The average length of viewing minutes for each tuning period by network. It can be thought of as a measure of how captivating a network is.

Note

Network tuning duration is the sum of the number of quarter hours for each network tuning period divided by the number of network tuning periods times 15.

Network Tuning Total Minutes - The total viewing minutes for each tuning period by network.

Network Tuning Total Sessions - The total number of viewing sessions by network.

Network Reach Percent - The unduplicated percentage of a population that is exposed at least one time to the portion of an advertising campaign that aired on a selected television network during some period of time. It is computed by partitioning an advertising campaign by network and computing the reach for each network in the campaign.

Note

The sum of all network reach values will always be greater than or equal to the reach for the entire campaign.

Network Audience* - The total projected unique viewers reached for all spots in an advertising campaign or list of programs by network.

Note

Network Audience analyses include duplicated viewing for data effective January 31 going forward. All historical data prior to January 31, 2011 will not include duplicated viewing.

5-102 • Analyses Nielsen Audience Watch User Guide

About Analysis Types

About Network Exposure Analyses

Network exposure analyses provide information about what other networks a viewing group sampled.

A Network Exposure Analysis is a channel-flipping report. Use the shortcut menu to select exposure levels and the type of networks you wish to view prior to running a report.

Example

Nielsen Audience Watch User Guide Analyses • 5-103

About Analysis Types

About Audience Valuation

Audience valuation is a systematic method of weighting each of the various demographic characteristics based on the target customer profile of an advertising campaign.

The estimated value of audience members to advertisers depends on a variety of demographic factors, such as age, gender, income, and so forth. Some potential customers are more valuable to particular advertisers than are others, and the value of particular demographic characteristics varies from one advertiser to the next.

Note

A user has the option to use standard valuations to build the list or demo group or import custom valuations.

Individual audience members can be thought of as having individualized value as potential customers to specific advertisers for specific products. Not all women 18-34 are the same, nor are their buying habits the same. With additional demographic information, you can improve on the age/gender valuation of potential customers considerably. If, for example, information concerning the presence of children in the home were available, the value of women 18-34 to toy manufacturers can be refined. In fact, each individual person could conceivably have a different value to an advertiser for a particular product depending on the probability of each person becoming a customer for that product, and the degree that that person will remain loyal over time to the advertised product. No two people are the same, and no two audience members are the same. Each has a distinct value to each advertiser.

Advertisers often define their target audience using a customer profile that includes broader terms and deals with more dimensions than just age and gender. They speak in terms of primary and secondary customer groups, and these groups are described using demographic characteristics such as age, gender, income, and so forth.

Using these descriptions, media planners and buyers match the media plan to the customer profile in an attempt to achieve the media plan objectives. Audience valuation is a systematic method of assigning value to each of the various demographic characteristics based on the target customer profile of an advertising campaign. For optimization, the relative values are what is important.

Examples

In this example, the standard weights for baby lotion were selected from the Standard Audience Valuation window. In the diagram below we have selected age and gender, income, and household size. Each member of the sample is given a precise weight based on the selections. These weights are calculated by multiplying all the factors together.

Age/Gender x Household Size x Income

For purposes of optimization, you can assign weights to all of the demographic characteristics that are included in the database, such as age, gender, income, education, time zone, and so forth.

5-104 • Analyses Nielsen Audience Watch User Guide

For example, consider an advertising campaign for a small mid-sized car. The manufacturer has designed the car to appeal to upper income youthful drivers. You might select the female age weights for this campaign according to the chart below.

According to these weights, the value women peaks between 21 and 34 years old, with a steep decline below 21 and a gradual decline above 34. The weighting, of course, falls to zero in the under 16 groups.

Note

Nielsen does not report the gender of household members under two years of age. Although not significant in this example, the system has no mechanism for assigning value to these household members because they are neither male or female. When sampling based on sex, under two years of age data is ignored unless specifically included.

The household income profile, by contrast, climbs gradually from a low of 0.2 to a high of 1.20 at $50-60K.

The absolute values selected are arbitrary. What is important for optimization is the relative values. The values in the above income plot could all be multiplied by 100 without changing the results of the optimization.

Nielsen Audience Watch User Guide Analyses • 5-105

About Analysis Types

About Only Only Both Analyses

You can create network or program Only Only Both analyses.

The Only Only Both analysis breaks down data into four groups:

• Data that is in the viewing group but did not view the selection (Only).

• Data that is not in the viewing group but is in the demographic group and did view the selection

(Only).

• Data that is in the viewing group and did view the selection (Both).

• Data that is not in the viewing group and did not view the selection (Neither).

Note

To select the way data is represented in an Only Only Both analysis, use the View ->Options Misc tab to change the settings.

You can create an Only Only Both analysis using any of the following methods:

• Network Analysis button after selecting Network Only-Only-Both from the shortcut menu.

• From Add Columns of Data, Exposure - Time options in a program list.

• From the Data button Exposure - Time options in a program schedule.

5-106 • Analyses Nielsen Audience Watch User Guide

About Analysis Types

About Co-Viewing

Co-viewing analyses measure the number of household members in one demographic viewing with household members or visitors of another.

Coviewing values are not dependant on the number of coviewers. In this example, if an adult is coviewing with several children ages 2-11, the coviewing is a single occurrence.

A person can coview with others of the same age group. For example, the system will accurately tabulate the number of teenagers watching a program with other teenagers.

This analysis assumes that members of a household watching the same program are doing so using the same television set. The number of sets per household is included in the Nielsen data. Please note:

Nielsen data does not indicate which television set is being used. It is possible for members of a household to be watching the same program on different sets. This would still be coviewing per the data.

Definitions:

Primary demographic group - The group indicated on the tool bar.

Co-viewing demographic group - The age and gender values indicated on the Co-viewing tab.

CoView % HHs - Of the households with primary demographic group members who watched the program, the percentage of the households that also had co-viewing demographic group members watching the program.

CoView % Viewers - Of the primary demographic group members who watched the program, the percentage of those group members that watched the program with co-viewing demographic group members.

Full Program Analysis - You can also specify whether or not the analysis is done on the full program basis. When enabled, full-program analysis is any analysis that applies to all quarter hours of the selected programs, not just the selected quarter hours of programs. If you select full program analysis, then the above definitions change slightly.

CoView % HHs (with Full Program analysis selected) - Of households with primary demographic group members who watched any portion of the program, the percentage of those that also had co-viewing demographic group members who watched any portion of the program.

CoView % Viewers (with Full Program analysis selected) - Of the primary demographic group members who watched any portion of the program, the percentage of those that live in households which had co-viewing demographic group members who watched any portion of the same.

Nielsen Audience Watch User Guide Analyses • 5-107

About Optimization

You can use the program list optimization feature of Nielsen Audience Watch to improve an existing ad schedule or create an optimized schedule from scratch.

Optimization is the process of identifying the best possible set of programs for ad or promotion placement to achieve the intended result. An example would be using reach while considering restrictions such as budget limitations. Optimization makes advertisement and promotion planning more efficient; however, maximizing results depends on your objectives. You can base your goals on reach, response, cost, and so forth. Restrictions could include various factors like including demographics, program type, network, program mix, and so on. For example, you could optimize based upon one of the following:

• Maximize effective reach at a given cost or GRPs.

• Maximize reach at a given cost.

• Minimize cost while achieving a desired recall or reach.

The process of optimizing an advertising plan is both interactive and iterative. It is an interactive process between Audience Watch

®

and the media planner because the process takes advantage of the planner's experience and judgment during the development and refining stages. It is an iterative process because the media planner assembles and tweaks a plan based on the information provided. Audience Watch does not replace the planner; Audience Watch is a tool used to formulate more efficient plans.

You can access the optimizer from the Add to Program List window.

Note

You can open this window using the program list toolbar Add Rows of Programs & Optimize button.

Example

Note

If text is red for a setting, the setting needs to be defined or changed.

5-108 • Analyses Nielsen Audience Watch User Guide

The following table describes each category, option, and other settings available on the Optimize tab.

Tip

Click the current setting to open the appropriate window to change the setting.

Category

Audience

Constraints

Option/Button

Sample

Valuation

Overall

Description

Shows your current demographic settings. Click to open the

Demographic Settings window.

Shows the current valuation selection. Demo Group indicates that all members are weighted the same, or you can create and use a valuation file that allows you to assign weights to different members. Click to open the Options window that allows you to change your Audience Valuation selection.

Shows the currently selected constraints selected on the

Constraints tab. Click to activate the Constraints tab where you can make changes.

Exposure

Network

Valuation

Averaging

Note

After you make changes on the Constraints tab, click the Optimize tab to finish making selections for the optimization. Do not click Add on the Constraints tab as that adds rows to the program list based on the selections on the

Constraints tab only.

Used to set constraints by network. Select the dayparts you wish the optimizer to use. You can also set a specific number for Units, GRPs and Unit Cost per network.

Note

You must save your selections as a network file in order for the optimizer to use it.

Tip

To delete a daypart constraint column you have added, click a cell in the column and then click the Remove Daypart.

This is the value you are trying to optimize or increase.

This allows you to average reach values based on days and telecast values selected.

Nielsen Audience Watch User Guide Analyses • 5-109

About Optimization …

Category

Programs

Ranking

Process

Dates

Network

Syndication

Rating Limits (demo)

Do Not Add

Option/Button

Selection

Originals

Repeats

Unknown

Specials

Regular

Premieres

Non-Premieres

Cost

Response

Ending Rule

Text Box

Current Dates

Text box

Current Nets

Text Box

Current Synd

Description

These are the values you are allowing the optimizer to pull programs from when testing. The default setting is Date

Range & Daypart, but you have the option to select from other program lists using Availables Program List, which also allows you to add further restrictions.

Include or exclude original programs.

Include or exclude repeated programs.

Include or exclude programs with unknown indicator.

Include or exclude specials.

Include or exclude regular programs.

Include or exclude premieres.

Include or exclude non-premieres.

Values by which programs are ranked after constraint has been met. It adds programs based on the program with the lowest cost. For example, if you are optimizing based on reach and you have two programs with the exact same reach, it will add the program with the lowest cost.

Shows the status of the Response setting.

Open the Options window that allows you to set an ending rule for the optimizer from the Planning tab. If reach does not increase after the selected number of iterations, the process is ended.

Note

You can manually end the optimizer at any time by clicking End.

Show currently selected dates. Click to open the Calendar.

Set the date range to the date range of the program list.

Show currently selected networks. Click to open the Network

Selection window.

Set the selected network to those contained in the current program list.

Show currently selected syndicated genres. Click to open the

Network Selection window.

Set selected syndicated programs to the syndicated genre in the program list.

Set minimum and maximum rating limits for the selected demo.

Specify telecasts and programs from open program lists that you do not want added to your optimization.

5-110 • Analyses Nielsen Audience Watch User Guide

Running an Optimization

You can run an optimization from a program list to improve an ad campaign or you can create an optimization schedule from scratch.

1.

Open a program list window, and then open an existing program list

2.

From the toolbar, click Reach Analysis - Effective Reach prior to running the optimizer.

Tip

This will allow you to compare results.

Example

3.

From the program list toolbar, click Add Rows of Programs & Optimize, and then click the

Optimize tab.

Tip

If there are units or spots you want to keep, you can lock them at the program list level using the Add

Columns of Data button and then click Standard->Lock or at the network level using the Add Dayparts button and then click Network Lock.

Nielsen Audience Watch User Guide Analyses • 5-111

Running an Optimization …

4.

Change settings, as desired, and then click Add.

Note

As the optimizer runs, it displays an Optimization search box that shows (very quickly) the adding and removing of rows as it runs. You can click End at any time to stop the process when you feel you have reached the desired outcome. There are two other windows that you can tile to watch the process as it runs: the Optimization Initial Conditions (initial program list) and the Optimization Summary. The Optimization

Summary shows the values changing as it adds and removes rows.

Example

5.

Click End when you have reached the values desired.

Note

Use the Window menu to view additional windows created from the optimization: Removed Rows,

Added Rows, and Missing Cost Data (if applicable).

5-112 • Analyses Nielsen Audience Watch User Guide

6.

Click in the new program list window created from the optimization to activate the list.

7.

From the toolbar, click Reach Analysis - Effective Reach to compare results.

Example

8.

Save resulting windows as desired.

Nielsen Audience Watch User Guide Analyses • 5-113

Running a Random Reallocation

A reallocation is a type of optimization where spots in an advertising campaign or promotion schedule from a particular network or networks is reallocated to another network.

For a given ad campaign, you may want to show that for the same unit cost, you could reach more of the target demo by reallocating to another network. Or, maybe you would like to reallocate 75% of ads on one network to another network to see if you can improve your reach.

1.

Open the program list for the original ad campaign.

2.

From the toolbar, click Add to Program List & Optimize.

3.

From the Add to Program List window click the Constraint tab.

4.

Click the Set List to Totals button to determine the initial cost of the current add campaign.

Note

You do this to determine the total cost of the current ad campaign. You want to stay at or below that cost.

5.

Click the Select tab, change the Percent to 75, and the Based on to Dollars.

6.

Click in the Networks box.

7.

From the Network Selection window Clear area, click Networks to clear selected networks.

8.

Select the network you wish to remove 75% of the spots from, and then click OK.

Tip

If you sort by network, it is easier to see your selected spots.

9.

From the Select tab, click Select.

10. From the toolbar, click Remove Rows to remove the selected rows.

11. Click the Set List to Totals button. This gives you a new total with the rows removed.

12. Calculated the difference between the totals in Step 3 and Step 10.

13. Enter the difference in the Cost box.

14. Click in the Networks box, clear the current network, select the network you wish to reallocate to spots to, and then click OK.

15. From the Constraint tab, click Add. The spots are added to the bottom of the list.

16. Save the new list as desired.

5-114 • Analyses Nielsen Audience Watch User Guide

Running a Reallocation Using Optimize

You can also run an optimized reallocation using the Add to Program List Optimize tab.

1.

Open the program list for the original ad campaign.

2.

From the toolbar, click Add to Program List & Optimize.

3.

From the Add to Program List window click the Constraint tab.

4.

Click the Set List to Totals button. to determine the initial cost of the current add campaign.

Note

You do this to determine the total cost of the current ad campaign. You want to stay at or below that cost.

5.

Click the Select tab, change the Percent to 75, and the Based on to Dollars.

6.

Click in the Networks box.

7.

From the Network Selection window Clear area, click Networks to clear selected networks.

8.

Select the network you wish to remove 75% of the spots from and click OK.

Tip

If you sort by network, it is easier to see your selected spots.

9.

From the toolbar, click Remove Rows to remove the selected rows.

10. From the toolbar, click Add to Program List & Optimize, click the Optimize tab.

11. Click in the Networks box, clear the current network, select the network you wish to reallocate to spots to, and then click OK.

12. From the toolbar, click Add a Column of Data, point to Standard, and then click Lock.

13. Click the Lock check box for each row except for the network you wish to optimize.

Tip

You can use the click+Shift+click to select adjacent boxes.

14. From the toolbar, click Add to Program List & Optimize, click the Optimize tab, and then click

Add.

15. Click End to end the optimization when you have reached the desired results.

Note

If you save each resulting program list, you can then run an Effective Reach analysis to compare results.

Nielsen Audience Watch User Guide Analyses • 5-115

Chapter 6

Reference

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This chapter provides an alphabetical list of reference topics. The following topics are covered in this chapter:

About Audience Counts Spanning Multiple Days

About Dayparts

About Impressions

About In-tab

About Ratings and Share Calculations

About Television Data

About Tune-in and Switching Calculations

About Unified Samples

About Universe Estimates

About Viewer Details

About Viewing Quintiles

Auxiliary Data Descriptions

Data Storage

Directory Structure

Effective Reach Data Window

Program Types

Nielsen Audience Watch User Guide Reference • 6-117

About Audience Counts Spanning Multiple Days

For some analysis functions, members of the sample are included only when they were in-tab and in the sample for all of the specified days.

The Nielsen sample, for example, indicates 85% of the households are in-tab on any given day. If an analysis spans several days or weeks, total households that are included (as part of the unified sample) will be further reduced by excluding households that were not part of the sample for each day of the period.

Because households are included in the Nielsen sample a maximum of two years, the unified sample size for an analysis spanning a period exceeding two years will be, by definition, zero.

For this reason, viewing counts are proportionally reduced when comparing program viewership over different weeks. Percentages should be relatively consistent; however, absolute viewing counts will not.

This effect becomes more pronounced as date parameters are extended. The proportion of people in-tab over a few adjacent days is high while significantly fewer people will be found in-tab for days separated by a few months.

Note

Since no individual is included in the sample more than two years, date selection separated by greater than two years will result in viewing counts of zero.

Tip

Use the Sample Analysis menu options in the Tools menu to analyze the sample.

6-118 • Reference Nielsen Audience Watch User Guide

About Dayparts

A daypart defines the days of the week and the times you wish to analyze.

Days of the week and broadcast times are used to determine what data to display when you create a program schedule or program list or when you run an analysis.

Standard broadcast dayparts are as follows:

• Early Fringe - NTI defines this daypart as Monday through Saturday 6:00 P.M. - 8:00 P.M. and

Sunday 6:00 P.M. - 7:00 P.M.

• Late Fringe - NTI defines this daypart as Monday - Sunday, 11:00 P.M. - 6:00 A.M.

• Prime Time - This is the peak television viewing period. NTI defines this daypart as 8:00 P.M. -

11:00 P.M., Monday through Saturday and 7:00 P.M. - 11:00 P.M. on Sunday.

• Weekday Afternoon - NTI defines this daypart as 10:00 A.M. - 4:30 P.M.

• Weekday Morning - NTI defines this daypart as 6:00 A.M. - 10:00 A.M.

• Weekend Daytime - NTI defines this daypart as 6:00 A.M. - 6:00 P.M.

Nielsen Audience Watch User Guide Reference • 6-119

About Impressions

An impression is the number of viewers who saw one particular time slot (quarter hour or half hour).

When a person is exposed to a message through some media, one impression has occurred. The total number of impressions for an advertising campaign on television is just the number of times that all people have seen the ad.

If a person sees an ad twice at two different times, then two impressions have occurred for that ad. If a person, using a Digital Video Recorder (DVR) watches a single occurrence of an ad twice, then two impressions have also occurred.

You can tabulate Impressions for an audience sample, or you can estimate them for the population.

Full Program Sample Impressions is the number of viewers within a selected demographic sample group that saw any portion of a program.

For Nielsen Weighted Sample, Sample Impressions is the sum of weights for each sample impression by day.

An impression occurs when one person is exposed on one advertising message. In the Audience Watch, a distinction is made between sample impressions and population impressions.

Sample Impressions: the number of times that members of a sample have been exposed to an ad in an advertising campaign. One member of the sample could have multiple impressions. Sample impressions are typically measured in hundreds or thousands.

Population Impressions: the estimated number of times that members of the demographic group have been exposed to an ad in an advertising campaign. Population impressions are typically measured in millions.

6-120 • Reference Nielsen Audience Watch User Guide

About In-tab

Data must meet certain requirements in order to be considered as usable data for analysis.

When the data gathered from each member of the sample meets certain accuracy and completeness requirements, then the sample member is considered to be in the tabulation, or in-tab, and the data from that member is included in the ratings calculations. When the data does not meet these requirements for any particular day, then the person is still considered to be a member of the sample, but is not in-tab, or out-of-tab, and thus the data for that day from that sample member is not included in calculations.

It is possible for a sample member to be out-of-tab on a particular day and still be reported as having watched programming on that day. This occurs when:

• Most stations air a program on one day, while one station airs that same program on another day during the same week.

• A sample member, who lives in the market covered by this one station, is out-of-tab on the day the program normally airs, but this sample member is in-tab on the day that the program airs, and the sample member watches the program.

The viewing of the program by this sample member will be attributed to the program at its regularly scheduled date and time, on the day that the sample member was out-of-tab.

Nielsen Audience Watch User Guide Reference • 6-121

About Ratings and Share Calculations

Nielsen Audience Watch reports rating, share, and GRP values from two sources.

The rating, share, and GRP values displayed in Audience come from:

• Reported by Nielsen:

Rating (Age/Gender)

Share (Age/Gender)

GRP (Age/Gender)

• Computed from the Person-by-Person data:

Rating (Calculated)

Share (Calculated)

GRP (Calculated)

Computation Differences

In any case, where computed values for ratings and share are displayed, they are computed by the system on the fly from the person-by-person database. These estimated values often differ from those reported by

Nielsen. This is due to several factors:

• Nielsen does not report rating and share values for many of the demographic groups available in the system. For example, they do not report ratings and share by income or territory. In these cases if you ask to display a reported value, the closest available demographic group with reported values is selected for display.

• The Nielsen reported rating and share data currently available for including in the database does not include many of the age demographic ranges which can be selected using the system. You can select for display, for example, the age range of 30-34. The nearest age range for reported values to this group in the database is 25-34. Again, if you choose to display a reported demographic group, then the closest age range is selected.

• Nielsen computes ratings and share using average viewing over the entire 15 minute period for each quarter hour. Viewing patterns typically differ slightly during the initial and final few minutes of a half hour. The computed values in this system use the Person-by-Person data for the 8th minute of each quarter hour.

• A few households are often reported as not being in-tab for a particular day, but are still reported as having watched a program for that same day. This occurs when an affiliate delays the broadcast of a show for one or more days, and a household is in-tab on the re-broadcast day but is not in-tab for the day on which the program is normally broadcast. Because of this condition, it is not possible to know precisely what the total sample size is for a given day.

• For some types of analyses the sample size could be significantly smaller than the sample used by

Nielsen to compute ratings. This could be the case when the analysis spans multiple days or weeks.

• Closely related to the previous factor, the Nielsen rating and share values are estimates. As such, there is a confidence interval on the values. With a slightly different sample, the estimates may also be different.

• Nielsen does not disclose how they compute reported ratings and share, so the techniques used in the system cannot be patterned after the Nielsen techniques.

In general, however, the calculated values are typically within a few percentage points of those reported by

Nielsen.

6-122 • Reference Nielsen Audience Watch User Guide

Reasons to Display Calculated Values

There are three reasons why you might want to display the computed values rather than the values reported by Nielsen:

• The values reported by Nielsen are not available for all quarter hours and for all dayparts.

• The analysis technique that you are using requires ratings for display, such as the retention chart scaled using ratings.

• You might want to validate the database contents, or a GRP calculation.

Nielsen Audience Watch User Guide Reference • 6-123

About Television Data

Nielsen delivers data for the television viewing of their sample in two forms: Usage data and Person-by-Person data.

As defined by Nielsen, usage refers to television watching by date and time rather than by network or program. Usage data, for example, indicates which members of the sample were watching television on

Sept. 21, 2010 at 8:00 P.M. The usage data does not indicate what programs were being watched or even what networks were being watched by sample members.

The person-by-person data is the opposite. It indicates television watching by network and program, not by date and time. Person-by-person data, for example, indicates which members of the sample watched

Program 1 on Network A during the week Sept. 21, 2010.

It is likely that most sample members who watched Program 1 during the week of Sept. 21 watched it at

8:00 P.M. on Sept. 21, which was the regularly scheduled time. Some, however, may not have watched it at this time. This is because the Network A affiliate may have aired the program at a non-regular time, say

9:00 P.M. When this occurs, Nielsen ascribes the viewing in the person-by-person data to 8:00 P.M., but reports television usage at 9:00 P.M.

For this reason, using a combination of the person-by-person and usage data, it is not possible to identify non-network viewing. If the person-by-person data indicates no television viewing at a given time, say 9:00

P.M., but the usage data indicates television usage, it is still possible that the person was watching network programming which is ascribed by Nielsen to another time.

This condition influences the interpretation of selected analysis types. The black pie chart coloring in audience flow charts indicates either local (non-network) programming or off. In other words, in cases where the database includes only broadcast television, black indicates non-broadcast or off. In cases where the database includes broadcast and cable, black indicates non-broadcast, non-cable, or off.

For tune-in share analysis, tune-in is defined as the percentage of those who were not watching network television (broadcast or cable) during the previous quarter hour. This includes off but could also include those who were watching local programming.

Switching share analysis is also dependent on television usage as defined and measured by Nielsen.

See “About Tune-in and Switching Calculations” on page 125.

6-124 • Reference Nielsen Audience Watch User Guide

About Tune-in and Switching Calculations

Use audience flow analyses to analyze tune-in and switching.

Two factors that can influence tune-in and switching share values:

• Whether or not the database contains both broadcast and cable network viewing data.

If the database does not contain cable network viewing data, then it is not possible to distinguish between switching from a cable network and new tune-in.

• Whether or not there was broadcast network programming being aired during the previous quarter hour.

If the time being examined immediately follows a time period in which no broadcast network programming is being aired, then it is not possible to distinguish between viewing affiliate programming and new tune-in.

Tune-in and switching share values are computed based on the following table:

3

4

1

2

Cable network data in database

Yes

Yes

No

No

Broadcast network programming during previous quarter hour

Yes

No

Yes

No

Off

Tune-in

Tune-in

Tune-in

Tune-in

Local

Tune-in

Tune-in

Tune-in

Tune-in

Affiliate

--

Tune-in

--

Tune-in

Broadcast Cable

Switch Switch

-Switch

Switch

--

Tune-in

Tune-in

Where:

• Local programming produced by an unaffiliated channel local to a particular market.

• Affiliate programming produced by an affiliated channel during times when there is no broadcast programming feed (such as the 7:45 PM local news or syndication programming).

For example, in the table above:

Line 1: Sample members who watched broadcast or cable and who watched local programming during the previous quarter hour are considered new tune-in audience members.

Line 4: Sample members who watched a broadcast program at on a weekday using a database that does not contain cable network data are all considered to be tune-in audience. No one is considered to have switched.

Note

Tune-in and switching share values based on conditions in one row in the table above cannot be compared to values based on conditions in any other row.

Nielsen Audience Watch User Guide Reference • 6-125

About Unified Samples

A unified sample is that portion of a sample audience that was in-tab and in the sample for the selected number days.

A sample may be unified at less than 100%. A simple method for unifying at 75%, for example, is to select sample members that were both in-tab and in the sample at least 75% of the selected days. Unification at less than 100% may introduce an error into the analysis.

The unification rate determines what percent of out-of-tab should be considered in a calculation. A fully unified sample is that portion of a sample audience that was both in-tab and in the sample for all days in a selected set of days. A partially unified sample is that portion of a sample audience which was both in-tab and in the sample for some minimum percentage of a selected set of days.

When a member of an audience sample is in-tab for a given day, the viewing data for that person for the day in question has passed certain validity checks. Otherwise the person is out of tab. Generally, members of a sample can remain in the sample for only a limited period of time. For the Nielsen sample, this limit is two years. When doing some types of analysis, it is important that the sample be partially or fully unified, meaning that the portion of the sample over which the analysis is done is both in-tab and in sample for most or all days being considered.

6-126 • Reference Nielsen Audience Watch User Guide

About Universe Estimates

The Nielsen universe estimates change over time. Nielsen generally updates these UE values in September.

The Universe Estimate (UE) is the estimated number of members in the population for a demographic category. The Nielsen UE for people 18-49 in the United States in January 2004 was 128,780,000.

Nielsen publishes UE values with the Pocketpiece

®

data for age/gender demographic categories only. For example, the UE values are included for people 18-49, but are not included for black people 18-49 in

$60K+ households. These are referred to as custom demographic categories.

In September 2003. Nielsen began assigning daily sample weights to each in-tab member of the sample.

The weight of a sample member equals the number of members of the population that the sample member represents. For example, if a sample member has an assigned weight of 20,000 for a particular day, it means that the viewing for that person on that day represents the viewing of 20,000 people in the United

States.

Nielsen sample weights are generally between 4,000 and 30,000. The sum of the sample weights for all sample members in a demographic category equals the UE for the category. For example, the sum of the weights for all in-tab people 18-49 during any day in January 2004 equals 128,780,000.

Nielsen Audience Watch calculates universe estimates for particular demographic categories according to the following sequence:

• If the demographic category is one for which Nielsen universe estimates have been published, then this value is used.

• If a published UE value for the demographic category is not available, but sample weights are available, then the universe estimate is the sum of the weights for all in-tab sample members in the demographic category.

• For custom demographic categories on dates where sample members do not have assigned weights, universe estimates are calculated using the published UE for a base demographic category, and sample counts for both the base category and the custom category.

UE = Number of in-tab sample members in the custom demographic category / Number of in-tab sample members in the base demographic category

Tip

You can plot Universe Estimates over time using the Sample Analysis menu.

Nielsen Audience Watch User Guide Reference • 6-127

About Viewer Details

Viewer Details are available from the Tools menu and are used primarily for validation of data represented in other functions.

The Viewer Details window displays the first 100 members of the Nielsen Sample of the selected demographic group. The sample covers the week of the selected Calendar beginning with Monday. The starting date is displayed at the top along with the selected demographics.

Viewing counts will occasionally differ from counts in other windows. This occurs when there are visitors of the same age and gender to a given household. Viewers in this window are selected individually according to number, age, and gender. Since visitors have a value of zero, two demographically identical visitors are indistinguishable; therefore, data from one will be counted for both.

Computations for other windows are computed by evaluating the sample and selecting only those who fit the specific criteria. This identifies identical visitors, and the viewing data is accurate.

Example

Tip

You can sort columns by clicking the column headings.

6-128 • Reference Nielsen Audience Watch User Guide

About Viewer Details …

The drop-down list options are as follows:

Option Description

Controls column display. Select a column to hide it. Select it again to display it.

Adds columns of auxiliary data selected in the Demographic

Settings.

Adds selections to the chart and/or selections that were removed with the Clear button.

Note

This function requires a program schedule selection.

Add columns independent of program selections. Use Clear to clear the added columns.

The following buttons are available in the Viewer Details window:

Button Description

Retrieves the remainder of the demo group. Sufficient memory is required.

Restores the display to 100 members of the demo group.

Produces a percentage and count breakdown for the selected column in a new data window.

Clears everything except the Standard Demographics in the details list.

Creates a viewing group from the selected rows.

Removes selected rows.

Nielsen Audience Watch User Guide Reference • 6-129

About Viewer Details

Person Viewing Log

Double-click a row in the Viewer Details window to view a Person Viewing Log.

The viewing log allows examination of viewing history for a member of the sample over multiple days or weeks. Viewing logs can also be used to observe preferences of specific sample members.

The numbers adjacent to each network indicate hours viewed during the period.

• Blue = Regular viewing

• Orange = Syndication

• Violet = Duplicate viewing

• Yellow = Not in-tab

• Red = Not in sample

• Green = VCR recording (households only)

Example

The example below displays the viewing history of a male 45-49 between May 17 and May 23, 1999. This person frequently tunes in to the news networks, but watches non-news cable networks, such as NET I or

NET K, regularly. The numbers adjacent to each network indicate hours viewed during the period.

6-130 • Reference Nielsen Audience Watch User Guide

About Viewing Quintiles

Viewing quintiles can be selected from the Demographic Settings window.

A quintile is one-fifth of the whole. If we divide people into five groups according to how much television they watch, then each group is a viewing quintile.

Each household member, each household visitor, and each household, in each week of the database, is assigned to one of five viewing quintiles. The 1st viewing quintile is defined as the 20% of the sample that viewed television the least during the selected week. The 5th quintile is the 20% of the sample that viewed television the most during the selected week.

Quintile assignments for household members and visitors are tabulated separately.

The process of assigning sample members to quintile groups occurs at the time the database file is created by Audience Analytics. This assignment process is as follows:

1.

The total number of quarter hours that each member of the sample watched television during the week (both broadcast and cable) is tabulated. For those members of the sample who were not intab for one or more days during the week, the following rules apply. a.

If a sample member was out of tab for all days during the week, then this member is immediately assigned to the 0 quintile, and is not considered when forming the 5 quintile groups. b.

If a sample member was not intab for up to six days during the week, then the tabulated number of quarter hours viewed for the member is adjusted according to the number of viewing days available. If, for example, a member was not intab for 2 days during a week and watched 30 quarter hours of television during the remaining 5 days, then the adjusted number of quarter hours is 30 x 7 / 5 = 42.

2.

The tabulation is divided into 5 groups of equal size.

3.

The viewing quintile that each member of the sample falls into is noted in the database.

The viewing quintile assigned to individual members of the sample can change from one week to the next depending on the amount of television viewed by the sample members during each week.

The viewing quintile assignment process for sample members and sample households is the same.

Nielsen Audience Watch User Guide Reference • 6-131

Auxiliary Data Descriptions

There are several types of data that can be loaded into Nielsen Audience Watch. These different types of data are referred to as auxiliary data.

The AuxData/EHH/Free folder in Audience Watch

®

contains auxiliary data that can be added from the

Demographics Settings window.

Note

Additional auxiliary data is available on a subscription basis.

When you add auxiliary data, a new tab from which you can select data for your analyses is displayed in the Demographic Settings window.

The table below provides a description of each folder and the breaks included:

Folder/Tab

Car Truck

(Vehicles)

Market Break

Coffee or Tea

Soft Drinks

Table Wine

• Owns no cars

• Owns 1 car

• Owns 2 cars

• Owns 3-4 cars

• Owns 5+ cars

• Owns no trucks

• Owns 1 truck

• Owns 2 trucks

• Owns 3-4 trucks

• Owns 5+ trucks

• New car prospect Last 3 years

• New car prospect Last 5 years

Description

Indicates if a bottled water purchase was made by the household in the last three months.

Indicates if a purchase of coffee or tea was made by the household in the last three months.

Indicates if a purchase of soft drinks was made by the household in the last three months.

Indicates if a purchase of table wine was made by the household in the last three months.

Indicates the number of vehicles that are classified as cars and are owned or leased by the household.

Note

Vans, pick-up trucks, sports utility vehicles (Chevy Blazers, Isuzu Troopers, and so on), and utility trucks/vans are not classified as cars.

Indicates the interpretation of the total count of the number of vehicles that are classified as trucks. Based on a household's truck ownership.

Note

Vans, pickup trucks, sports utility vehicles, and utility trucks/vans are classified as trucks.

Indicates that the household owns a vehicle that is classified as a car, and (1) the vehicle was bought new or leased (not bought used), and (2) the vehicle is within the last three or last five model years of cars.

6-132 • Reference Nielsen Audience Watch User Guide

Folder/Tab

Car Truck

(Vehicles)

(cont.)

Computers

Market Break

• New truck prospect Last 3 years

• New truck prospect Last 5 years

Description

Indicates that the household owns a vehicle that is classified as a truck, and (1) the vehicle was bought new or leased (not bought used) and (2) the vehicle is within the last three or five model years of trucks.

Note

The base model year is updated yearly in September. For example, in September

2001, the base year was updated from 2000 to 2001. From September 2001 until August

2002, any truck with a model year of 1997-

2002 would meet the "last 5 model years" criteria.

Domestic Vehicle

Foreign Vehicle

Indicates that there is a vehicle operated by the household that is classified as a domestic vehicle.

Indicates that there is a vehicle operated by the household that is classified as a foreign vehicle.

Number of Operable Computers - 0-4 Indicates the total number of operable computers in the household. Includes eligible and ineligible devices that are identified as operable.

Indicates the total number of operable computers in the household by type.

Number of Operable Computers by type:

• Laptop - 0-4

• Desktop - 0-4

• Tablets - 0-4

• Other Type - 0-4

Indicates the total number of operable computers in the household by operating system.

Number of Operable Computers by operating system:

• Windows OS - 0-4

• Mac OS - 0-4

• iPad OS - 0-4

• Other OS - 0-4

Number of Operable Panelist-Owned

Work Computers - 0-4

Indicates the total number of operable work computers in the household. The panelist owns the PC and uses it for work.

Indicates the total number of operable computers in the household by make.

Number of Operable Computers by make:

• Mac Computers - 0-4

• PC Computers 0-4

Number of Unknown Make

Computers - 0-4

Indicates that the make of the operable computers in the household is unknown.

Nielsen Audience Watch User Guide Reference • 6-133

Auxiliary Data Descriptions …

Folder/Tab

EducPer

(Educ Per)

Elec

HGamePlay

HHlang

(HH Lang)

Market Break

• Grade School (0-8 years)

• Some High School (9-11 years)

• High School Graduate (12 years)

• Some College (1-3 years of college)

• College Graduate (4+ years)

Digital Broadcast Satellite (DBS)

Digital Video Disk (DVD)

Digital Video Recorder (DVR)

Video Game

Personal Computer (PC)

Internet

• Port Video Game Player Pres Of

At Least 1 = Yes

• Port Video Game Player Pres Of

At Least 1 = No

• Spanish Only

• Mostly Spanish

• Bilingual

Mostly English

• English Only

• Unknown

• Non Hispanic

Description

Indicates the level of education of the head of household as commonly represented. Based on the highest educational level reached by the household member designated as the head of the house.

Note

Although Nielsen collects the highest educational level achieved by each adult household member, this market break category is based on the educational level of the person designated as the head of the house.

Indicates the ability to receive direct broadcast satellite signals.

Indicates whether the household has a DVD

(digital video disk) player.

Indicates a household that has a DVR (digital video recorder) device that enables the user to watch, pause, playback and/or record live television.

Note

This is also on the Viewing tab in the

Demographic Settings for All Minute.

Indicates whether the home owns at least one video game that can be connected to a viewable TV set or associated TV tuner such as a VCR.

Indicates whether the household has a personal computer.

Indicates whether a household has a PC with access to the Internet.

• Indicates whether there is at least one portable video game player in the household that can be connected to a viewable TV set or associated TV tuner such as a VCR.

• Indicates there are no portable video game players in the household that can be connected to a viewable TV set or associated TV tuner such as a VCR.

Indicates the language choice within the household based on the language choices of all household members 2 years of age or older.

6-134 • Reference Nielsen Audience Watch User Guide

Folder/Tab

HIntSpeed

HofH

HofHgen

(M/F HofH)

HofHrel

HofHwork

(HofH Work)

Market Break

• Type of Internet connection in

Households-Dial Up

• Type of Internet connection in

Households-High speed

• Type of Internet connection in

Households-No Connection

• Type of Internet connection in

Households-Unknown

• Head of Household

• Not Head of Household

• Lady of Household

• Not Lady of Household

Description

• Dial-Up - Indicates the household accesses the Internet via a telephone line. If the household has multiple connection speeds then the fastest connection speed is reported for that household.

• High Speed - Indicates the household accesses the Internet via DSL, Cable

Internet through cable provider, Fiber Optic

Service, U-verse, Satellite Internet, Data

Card (aircard that connects to a cellular phone network) or PC tethered to cell phone (cellular phone network). If the household has multiple connection speeds then the fastest connection speed is reported for that household.

• No Connection- Indicates the household does not have Internet access.

• Unknown - Indicates the household

Internet connection speed is unknown.

• Indicates the household member who is designated as the head of the house.

• Indicates all other household members who are not listed as head of the house.

• Indicates household member who is designated as the lady of the house.

• Indicates all other household female household members not listed as lady of the house.

Indicates the gender of the household member who is designated as the head of the house.

Indicates household member listed as the head of the house or the relation of the household member to the head of house.

• Male Head of household

• Female Head of household

• Head of Household

• Lady of the Household

• Wife Not Designated as HofH

• Spouse Not Designated as HofH

• Son

• Daughter

• Other Relative

• Non-Relative Household Member

• Partner Living With But Not

Married To

• Long Term Visitor

• LofH as HofH

• Under Age LofH

• Working Head of household

• Non-working Head of household

Indicates the employment status of the household member designated as head of household.

Nielsen Audience Watch User Guide Reference • 6-135

Auxiliary Data Descriptions …

Folder/Tab

HomeOwn

(Home Own)

HomeType

(Struct)

HTeleCpbl

Income

(HH Inc)

Market Break

• Owned Home

• Rented Home

• Own Home Unknown

• Owns a 2nd Home

• Does not own a 2nd home

Description

• Indicates whether a home is owned.

• Indicates whether a home is rented.

• Indicates if home ownership status is unknown.

• Indicates whether the household owns more than one home.

• Indicates that the household does not own more than one home.

Indicates whether the home is a single-family dwelling, multifamily dwelling, mobile home, or other.

• Single Family

• Multi Family

• Mobile Home

• Other Home Type

• Type of Telephone connection in

Households-No Landline & No

Cellphone

• Type of Telephone connection in

Households-Landline only

• Type of Telephone connection in

Households-Cellphone only

• Type of Telephone Connection in

Households-Landline & Cellphone

Both

• Less than $10K

• $10K-$15K

• $15K-$20K

• $20K-$30K

• $30K-$40K

• $40K-$50K

• $50K-$60K

• $60K-$75K

• $75K-$100K

• $100K-$125K

• $125K-$150K

• $150K-$175K

• $175K-$200K

• $200K-$250K

• $250K-$300K

• $300K-$400K

• $400K-$500K

• $500K-$750K

• $750K-$1000K

• Greater than $1000K

Indicates the classification of the household telephone capabilities; whether the household is a Cell Phone Only home, a Landline Only home, a home that has both cell phones and landlines and a home that has no phones.

Indicates the income of a household that ranges from <10K to 1000K+. Household income including the income of all household members rounded to the nearest thousand.

Note

Effective 4/2/2007, reporting of ALL household income values, including historical, will use the midpoint value of the household income range. For more information, see

Income Ranges and Midpoints.

6-136 • Reference Nielsen Audience Watch User Guide

Folder/Tab

LangPer

(Lang Per)

LongDist

(Long Dist)

LPM

Metered

Market Break

• Spanish Only

• Mostly Spanish

• Bilingual

• Mostly English

• English Only

• Unknown

• AT&T

• Sprint

• MCI

• Other Long Distance Carrier

• None

• Boston

• New York

• Chicago

• Los Angeles

• San Francisco

• Philadelphia

• Washington D.C.

• Detroit

• Dallas Ft. Worth

• Atlanta

• Houston

• Seattle

• Tampa

• Phoenix

• Miami-Ft. Lauderdale

• Denver

• Cleveland

• Minneapolis

• Orlando

• Sacramento

• St. Louis

• Baltimore

• Pittsburgh

• Portland

• Charlotte

• Metered Market

• Non-Metered Market

Description

Indicates the category assigned to each sample household based on the language used in the home by each adult member. The field representative collects this information during the install of the household.

Specifies the long distance carrier.

Note

Effective January 31, 2011, this auxiliary data will no longer be reported.

However, historical data is still available for reporting.

Identifies the markets for Local People Meter data, which is a type of auxiliary data distributed with the Nielsen person-by-person data that can be added from the Demographic

Settings window.

• Indicates that the household is in a DMA

(designated market area) that is a Nielsen metered market.

• Indicates that the household is not in a

DMA (designated market area) that is a

Nielsen metered market.

Nielsen Audience Watch User Guide Reference • 6-137

Auxiliary Data Descriptions …

Folder/Tab

Movie

NSI

(NSI Rank)

NumDVRs

OccPer

Pets

Market Break

• Frequent Moviegoer

• Not a Frequent moviegoer

• Avid Moviegoer

• Not an Avid Moviegoer

• Principal Moviegoer

• Not a Principal Moviegoer

• NSI 1-10

• NSI 11-25

• NSI 26-49

• NSI 50-99

• NSI 100+

• Number of Physical DVRs = 0

• Number of Physical DVRs = 1

• Number of Physical DVRs = 2

• Number of Physical DVRs = 3+

• Professional/Technical

• Administrator/Manager

• Sales Clerk

• Farm

• Craftsmen

• Operatives/Transport

• Service Worker

• Private Household Laborer

• Retired Not Seeking Employment

• Unknown Occupation

• Dog Owner

• Cat Owner

Description

• Frequent Moviegoer – Indicates how often the principal moviegoer visits the movie theater. To qualify as a ‘frequent’ moviegoer, the principal moviegoer must visit a movie theater at least once a month.

This category includes those respondents indicating their movie going frequency as once a month, twice a month, or at least once a week.

• Avid Moviegoer – Indicates how often the principal moviegoer visits the movie theater. It is a further filtering of the frequent moviegoer classification. To qualify as an ‘avid’ moviegoer, the principal moviegoer must visit a movie theater more than once a month. This category includes those respondents indicating their movie going frequency as twice a month or at least once a week

• Principal Moviegoer – Defines the household member who most frequently goes to the movies.

Indicates the station rank (based on number of TV households) of the DMA (designated market area) to which the household's state/ county is assigned.

Total number of physical DVR boxes in the household, regardless of DVR capability.

Indicates the occupation classification of the household member designated as the head of the house. Nielsen collects the job title and employer of each adult household member.

Using this information, Nielsen converts each adult's occupation into standardized US

Census Occupation codes. These occupation codes (updated periodically by the US

Census Bureau) are then converted by category to Nielsen occupation categories as reported.

Note

Narrows the sample segment by individual occupation for each individual viewer.

• Indicates whether any dogs are kept by the household.

• Indicates whether any cats are kept by the household.

6-138 • Reference Nielsen Audience Watch User Guide

Folder/Tab

Phone

PIntUseH

PIntUseW

Shopper

StudentAway

(Student)

Market Break

• Listed Telephone

• Unlisted Telephone by Choice

• Unlisted To Be Listed (New phone)

• No Telephone

• Unknown Telephone Status

Choices are through 0 -127+

Choices are through 0 -127+

• Principal Shopper

• Not Principal Shopper

• College Student Away = Yes

• College Student Away = No

TV

Description

Indicates the phone status for the household.

Indicates the number of hours the person has used internet at home.

Indicates the number of hours the person has used internet at work.

Indicates the member designated as the principle shopper.

• Indicates the National households that have at least one household member that lives away while attending a higher education facility within the United States.

• Indicates the National households that do not have at least one household member that lives away while attending a higher education facility within the United States.

Indicates the number of operable TV sets in the household. VCRs are not included in this count.

• Owns 1 TV

• Owns 2 TVs

• Owns 3 TVs

• Owns 4-5 TVs

• Owns 6+ TVs

• No Pay TVs

• 1 Pay TV

• 2 Pay TVs

• 3 Pay TVs

• 4-5 Pay TVs

• 6+ Pay TVs

• No Wired TVs

• 1 Wired TV

• 2 Wired TVs

• 3 Wired TVs

• 4-5 Wired TVs

• 6+ Wired TVs

• No Wired & Pay TVs

Indicates that there are no television sets that are able to receive pay TV channels.

Indicates the number of viewable television sets that are able to receive pay TV channels.

Indicates that there are no operable TV sets in the household that are wired for cable.

Indicates the number of operable TV sets in the household that are wired for cable. For example, the TV set receives cable channels via a wire to the home from a cable headend located in the community. VCRs are not included in this count.

Indicates that there are no operable TV sets in the household that are wired for cable that are able to receive pay cable service from a local cable supplier.

Nielsen Audience Watch User Guide Reference • 6-139

Auxiliary Data Descriptions …

Folder/Tab

TV (cont.)

WorkHrs

WorkWomen

(WWomen)

Market Break

• 1 Wired & Pay TV

• 2 Wired & Pay TVs

• 3 Wired & Pay TVs

• 4-5 Wired & Pay TVs

• 6+ Wired & Pay TVs

• No VCRs

• 1 VCR

• 2 VCRs

• 3 VCRs

• 4-5 VCRs

• 6+ VCRs

• No Work

• 1-9 Hours

• 10-19 Hours

• 20-29 Hours

• 30-39 Hours

• 40-49 Hours

• 50-59 Hours

• 60+ Hours

• Full Time Working Woman

• Not Full Time Working Woman

• Part Time Working Woman

• Not Part Time Working Woman

Description

Indicates the number of viewable television sets that are able to receive pay cable service from a local cable supplier. The household is wired for cable (receives cable via a wire from a community cable headend to the home) and receives pay channels for which the cable headend charges an extra premium, for example, HBO, Showtime, Cinemax, and so forth. If a home receives pay channels on any

TV set and if the home is also wired to receive cable channels, then the home is considered a pay wired cable home.

Indicates that the household has a no video cassette recorders in the home.

The number of operable video cassette recorders in the home.

Indicates the number of working hours per week for each individual viewer.

Indicates whether the person is at least 18 years of age or older and works at least thirty hours a week. Excludes persons less than 18.

6-140 • Reference Nielsen Audience Watch User Guide

Data Storage

Data for Nielsen Audience Watch is stored as a collection of read-only databases.

Database files include viewing data for individual members of the Nielsen sample, aggregate ratings and shares, syndicated programs, and TargetTV. A database is composed of discrete data files. Each file is about 8 Mbytes and contains data for one broadcasting week beginning on Monday and ending on

Sunday.

The files are named using the date of the day or week. For example, the file for the week of July 20, 2010 is in YYYYMMDD format as 20100720.<extension>.

Database file extensions indicate the contents of each database file as follows:

Sample:

• SNH - Nielsen Hispanic sample

• SNN - Nielsen national sample

• STN - TargetTV sample

Programs:

• PNN - Nielsen national television programs

• PNS - Nielsen syndicated programs

• PGM - Program lists

Viewing:

• VNN - Nielsen national (mid-minute) sample viewing

• VNH - Nielsen Hispanic sample viewing

• VNM - Nielsen national (minute-by-minute) viewing

• VNS - Nielsen syndicated viewing

• VTN - TargetTV viewing

Aggregate:

• ANN - Nielsen national aggregate (ratings/share) data

• ANS - Nielsen syndicated aggregate data

Data in the files is accessed using functions supplied in a dynamic link library (DLL).

Nielsen Audience Watch User Guide Reference • 6-141

Data Storage …

Database Data Elements

Program data elements:

• Program name

• Air date

• Start time

• Quarter hour

• Network

• Special indicator

• Breakout indicator

• HUTs

• Viewing households

• Male impressions (12 age groupings)

• Female impressions

• Male PUTs (12 age groupings)

• Female PUTs

Household data elements:

• Household Number

• Income

• Education

• Occupation

• Time zone

Person data elements:

• Person number

• Age

• Gender

Viewing data elements (for each household and person):

Date

• Time (by quarter hour - 24 hours per day)

• Status (in-tab, in-sample)

• Viewing choice (networks, cables, syndications)

• VCR usage (households only)

6-142 • Reference Nielsen Audience Watch User Guide

Directory Structure

In a shared environment, all files should be read only.

The table below shows the recommended directory structure for Nielsen Audience Watch.

Note

File names follow the YYYYMMDD format, for example, 20011001.PNN.

Directory

\audience\AuxData

\audience\cost

\audience\data

\audience\PGM

Subdirectory

\audience\Aux-

Data\ChartLA

\audience\Aux-

Data\EHH\Free

\audience\Aux-

Data\NHTI\Free

\audience\Aux-

Data\NTI\Free

\audience\cost\CMR

\audience\cost\MP

\audience\data\AllMin

\audience\data\ChartLA

\audience\data\NHTI

\audience\data\NTI

\audience\PGM\ChartLA

\audience\PGM\CMR

\audience\PGM\MP

Description

Auxiliary data directories for NTI and Digital+

Auxiliary data for Digital

Plus Charter LA sample

Auxiliary data for NTI All-

Minute sample

Auxiliary data for Hispanic sample

Auxiliary data for NTI Mid-

Minute sample

Cost data directories.

Kantar (TNS) cost data files

Nielsen Monitor-Plus cost data files

Viewing data directories

File names and/or extensions

*.XNN

*.cst

*.ANN, *.ANS,

*.PNS, *.VNN,

*.SNN, *.PNN, and so forth

NTI All-Minute viewing data files

Digital Plus Charter LA viewing data files.

Hispanic viewing data files

NTI Mid-Minute normal or accelerated viewing data files

Advertising data directories

*adb, *.adc, *.adl,

*.adp, *.adr, *.adu,

*.ady, *.orb, *.orc, and so forth

Digital Plus Charter LA advertisement data files

Kantar (TNS) advertisement data files

Nielsen Monitor-Plus advertisement data files

Nielsen Audience Watch User Guide Reference • 6-143

Effective Reach Data Table

An Effective Reach Data window provides additional information.

When you run and Effective Reach analysis, a Data window is that shows the values for the plots as well as some additional information is also generated.

Example

6-144 • Reference Nielsen Audience Watch User Guide

Unified Sample

Viewing UnWgt &

Wgt (rows 14-15)

Unified Sample

Reach 1+ Sample

Reach UnWgt &

Wgt (rows 17-18)

Unified Sample

Reach Effective

Sample Reach

UnWgt & Wgt

(rows 19-20)

Unified Sample

Reach Effective

Exposure Level

(row 21)

Projected Delivery

1+ Reach (row 23)

Projected Delivery

Effective Reach

(row 24)

Projected Delivery

Gross Impressions

(row 25)

Percent Reach 1+

Reach UnWgt &

Wgt (rows 27-28)

The data window displays the following information:

Field/Row

Number of Entries

(row 2)

Unification Rate

(row 3)

Universe (rows 5-

7)

Unified Sample

Size (rows 9-10)

Description

Displays the count of rows in the Program List.

Displays the percent of analysis dates that sample members needed to be in-tab to be used in reach calculations.

Displays the estimated total population within the selected demographic sample group

(Age/Gender only or Demo/Viewing group).

Displays the number of raw sample members (Unweighted) and sum of sample members weights (weighted) that were in-tab during the dates of the analysis. For example, in the table above, the sample size for Two Weeks.pgm is much larger than the sample size for

One Year.pgm. More unique sample members were in-tab for the two-week period backto-back, than for the two-week period one-year apart (see red and blue arrows in the image).

Indicates whether or not Full Program Analysis was used in the Analysis. Unified Sample

Viewing Full

Program (row 12)

Unified Sample

Viewing Exposure

Setting (row 13)

Indicates the percent of program watched by the audience. A sample member must have viewed at least a specified percent of the program to be counted as having viewed the program.

Note

This setting is available only with All-Minutes data and when Full Program Analysis is selected.

Displays the number of impressions from raw sample members (Unweighted) and sum of sample member weights (weighted), respectively. The same sample member can be counted as viewing multiple times.

Displays the unduplicated number of sample members (Unweighted) and sum of sample member weights (weighted), reached one or more times.

Percent Reach

Effective Reach

Wgt (row 29)

Displays the unduplicated number of sample members (Unweighted) and sum of sample member weights (weighted) reached at the set Effective Exposure Level. Values are blank if Exposure Level is set to 1.

Lists the set Exposure Level, if any.

Displays the projected number of 1+ people (unduplicated) to be reached in the demo.

Displays the projected number of people (unduplicated) to be reached in the demo at

Effective Exposure Level. Value is blank if Exposure Level is set to 1.

Displays the projected number of impressions (can be duplicated) to be reached in the demo.

Displays the percent of 1+ people (unduplicated) to be reached in the demo (calculated from the UnWgt and the Wgt sample).

Note

Wgt value matches charted value for 1+ Reach.

Displays the percent of people (unduplicated) to be reached in the demo at Effective

Exposure Level. Value is blank if Exposure Level is set to 1.

Nielsen Audience Watch User Guide Reference • 6-145

Effective Reach Data Table…

Field/Row

GRP (Age/Gender)

(row 31)

GRP (Calculated)

(row 32)

Frequency (rows

34-35)

Data Values at

Exposure Levels

(rows 37+)

Description

Displays the sum of Nielsen-reported (Pocket-piece) rating values for the selected demo

(Age/Gender demo only).

Displays the sum of rating values calculated from the Person x Person sample data for the selected demo (includes all demo/viewing group factors, such as Education, Income, etc.).

Displays the average number of programs/ads a sample member viewed from the selected programs (calculated from the UnWgt and the Wgt sample).

Displays the unduplicated Reach or Frequency values at each level of exposure. For example, in the table above, 15.63% of M/F 18-49 saw 1 or more of the programs in Two

Weeks.pgm. 19.82% of M/F 18-49 saw 1+ of the programs in One Year.pgm. Frequency values show people who saw exactly 1+ times, 2+ times, etc. To change data values display from Reach to Frequency right-click on the table and re-run the analysis.

6-146 • Reference Nielsen Audience Watch User Guide

Program Types

Nielsen Audience Watch provides the ability to display program types in the different formats.

Audience Watch

®

can provide four program types using a combination of the Nielsen and Simplified genre selections along with Add Columns of Data in the program list toolbar.

Note

You can change the genre by selecting View ->Options from the menu.

Example

The following table provides a list of available formats with descriptions

Abbreviation

A

AP

AC

C

CA

CE

CL

CN

CV

Simplified

Drama

Reality

Music

Comedy

Reality

Reality

Reality

News

Comedy

Short

Adven

Audienc

Award

Cartoon

Kid Day

Kid Eve

Kid Liv

Kid New

Comedy

Long

Adventure

Audience

Participation

Award

Ceremonies

Cartoon

Child Day

Animation

Child Evening

Child Live

Children’s

News

Comedy

Variety

Description

Dramatic programs featuring excitement or action, excluding those that logically fall into other categories.

Programs which feature audience or amateur participants. They may have characteristics of interview or quiz shows but do not qualify as legitimate quiz programs.

Programs whose primary function is the presentation of awards or spectacular exhibitions such as a parade with floats.

Aired multi-weekly prior to 6 PM ETZ.

Aired once a week prior to 6 PM ETZ using animated characters as the principal figures on the program.

Aired after 6 PM ETZ using either live performers or animated characters.

Aired once a week prior to 6 PM ETZ with live performers.

Factual presentation of current events and/ or commentary and analysis of same geared toward children.

A variety program with major emphasis on comedy and generally starring a comedy personality.

Nielsen Audience Watch User Guide Reference • 6-147

Program Types …

Abbreviation

CM

CC

DD

D

DO

DN

EA

FF

GD

GV

IA

MD

N

Simplified

Music

Reality

Drama

Reality

Reality

News

Comedy

Movie

Drama

Reality

News

Drama

News

Short

Concert

Convers

Day Dra

Devote

Docum

DocuNew

Long Description

Concert Music Programs devoted principally to renditions of opera, symphony, ballet, chamber music, and such, or in excerpt and/or selections from operettas, or "old favorites" as performed by symphonic or concert orchestras plus any necessary vocalists, dancers, or other supporting personnel.

Conversations,

Colloquies

Talks and discussions with guests predominate. Includes interviews, roundtable discussions, and debates. Excludes news commentary and analysis.

Daytime

Drama

Devotional

Documentary,

General

Documentary,

News

First run weekday dramatic programs aired prior to 6 PM ETZ. Includes daytime serials with a continuing story line, and dramas with closed and completed episodes per telecast.

Programs which feature a religious service or religious music.

Programs on subjects such as music, art, national history, and so on, whose format and manner or presentation is to instruct and inform.

Programs documenting in a realistic and factual manner, present day society, world affairs, and history. Their function is to instruct and inform.

Animate

Movie

Drama

Variety

Advice

Musical

News

Evening

Animation

Feature Film

General

Drama

General

Variety

Programs aired after 6 PM ETZ using animated characters as the principal figures on the program.

Programs that are billed as movies to the public and industry and are 90 minutes or longer in duration.

Programs which contain serials with a continuing story line and dramas with closed and completed episodes per telecast.

A variety program which may include comedy, music, talks, and discussions on issues, and so on. Generally hosted by a personality.

Instructions,

Advice

Programs designed to teach a skill, process, and so on, or to offer advice to the viewer on topics as far ranging as the stock market or home improvement.

Musical Drama Presentations of musical plays or comedies, either original or adaptations from the

Broadway stage.

News Factual presentation of current events and/ or commentary and analysis of same.

Includes conventions, elections, political speeches, and debates.

6-148 • Reference Nielsen Audience Watch User Guide

Abbreviation

OP

PV

P

PC

PS

PD

QG

QP

CS

SA

SC

SE

SN

SF

SM

U

Simplified

Reality

Reality

News

Music

Music

Drama

Reality

Reality

Comedy

Sports

Sports

Sports

News

Drama

Drama

Reality

Short

Police

Partic

Politic

Music

Long

Official Police

Description

Dramatic programs dealing with law enforcement of any kind whose major emphasis is an "official" solution to any type of crime

A variety program which involves audience participation.

Participation

Variety

Political Paid programs basically political in nature.

Popular Music Programs of music that is the "in" music of the period.

Music Popular Music

- Standard

Detect Private

Detective

Givaway

Panel

Quiz

Giveaway

Quiz Panel

Programs of the "in" music of the past that is generally accepted as old favorites.

Dramatic programs dealing with law enforcement of any kind, whose major emphasis is on a "nonofficial" solution to any type of crime.

Bona fide quiz shows on which any prizes given are awarded on the basis of the skill of the contestant to answer questions correctly.

Quiz shows which have a "panel of experts" rather than contestants chosen at random.

Program is usually designed to be entertaining rather than strictly informative.

SitCom

SpAnth

Situation

Comedy

Sports

Anthology

SpComm

Sports

SpNews

Science

Mystery

Unclass

Sports

Commentary

Sports Event

Sports News

Science

Fiction

Suspense/

Mystery (not

OP, PD)

Unclassified

One-time completed episodes or continuous dramas of a humorous nature.

Program series which typically includes more than one sports event per telecast; also taped highlights of single events.

Features reports and interviews about sports events and sports personalities.

Features on-the-scene or taped telecasts of sports events.

Programs devoted to current reporting of sports news and events.

Programs based on scientific or pseudoscientific premises which project events into different dimensions of time and space.

All programs dealing with mystery or suspense as the theme (other than OP, PD).

Programs not logically falling into any other category.

Nielsen Audience Watch User Guide Reference • 6-149

Program Types …

Abbreviation

EW

FV

Simplified

Drama

Reality

Short

Western

Unwired

Long Description

Western

Drama

Programs featuring tales of the West, ranchers, cowboys, Native Americans, gold miners, and so on, in an appropriate period setting.

Format Varies Programs that vary in format from telecast to telecast.

6-150 • Reference Nielsen Audience Watch User Guide

Frequently Asked Questions

.

Q1.

What are the Pocketpiece

®

(Live +7, <Selected Age/Gender>)?

A1.

These are statistics pulled from Pocketpiece data. They are only available for Live+ 7 data and market breaks are not available. This is the only place to get coverage area ratings in Nielsen

Audience Watch. Except for the Program Rating statistic, which gives you a full program rating, all the other statistics only give you data for the first quarter hour of each program, not the total program. To get the total program for all other statistics, users first need to create their program list by quarter hour (not by Start Time) and then weight average the quarter hours from each telecast. This can be done in the Pivot Table in Audience Watch

®

.

Q2.

What is the co-view methodology, and why is the number different from NPOWER?

A2.

Co-viewing measures do not apply to VCR visitor viewing in Audience Watch, which affects the calculations for the co-viewing universe if they are included in the other measures.

The main difference between Audience Watch and NPOWER that affects calculations is:

NPOWER is tuner based and Audience Watch is not. This means that with Audience Watch co-viewing, viewers may be in the same home watching the same programs, but that doesn’t mean they are watching on the same set.

Q3.

Why can’t I get commercial ratings for syndication?

A3.

Audience Watch does not have GAA for syndication, only AA; therefore, Audience Watch can’t tell where syndicated commercials aired. There is a work around to get this statistic in

Audience Watch; users need to change their data source. The message users receive is not an error, it states that there were no reported ads for the selected times. The last line tells you that you can change the data source by going to View ->Options and then select the Ratings tab. If you select Ad Database in the Comm Minute Data Source box you will be able to generate data. Basically, this option tells the system to use the numbers provided by either Nielsen

Monitor-Plus or Kantar to calculate the statistic, not the Nielsen numbers from the RLD tapes.

Q4.

What are the definitions for statistics in the Effective Reach data table?

A4.

Details are available at: http://audiencewatch.nielsen.com/data/help/Training/Topics/Reach&Frequency/index.htm

Q5.

How do I pull a Source and Destination in Audience Watch?

A5.

The Audience Flow analysis in Audience Watch is similar to the Source & Destination in

NPOWER. An audience flow chart shows where audiences came from (Source Audience

Flow) or where they go to (Retention Audience Flow) for selected programs. For more details, see the following:

• http://audiencewatch.nielsen.com/data/help/Tips/SourceRetentionP1110804/index.htm

• http://audiencewatch.nielsen.com/data/help/Tips/SourceRetentionP2111504/index.htm

• http://audiencewatch.nielsen.com/data/help/Tips/SourceRetentionP3112204/index.htm

Q6.

I was able to export to Excel and now I can not. Why do I receive a message with a red X that states” Cannot export the list to Excel, unable to access the file for writing?

A6.

This happens when the user is exporting to Excel and there is an existing file with the same name in that location. Two messages are displayed. The first message informs the user that there is a file with the same name in the location and asks to overwrite the file. If the user clicks

Yes, the new file is exported. However, if the user clicks No they get the second message with the red X.

Nielsen Audience Watch User Guide FAQs • 151

Frequently Asked Questions…

Q7.

How do I get C3 ratings in Audience Watch?

A7.

Since C3 is an average of commercial minute ratings, the values are only available to subscribers of all-minute data.

1.

From the toolbar, click Demographic Settings, and then click the Viewing tab.

2.

From the Play Delay Time Range area, select From Live Viewing Forward, and then set the To area to Live +3D3H.

Note

C3 includes up to 75 hours of playback viewing. In Audience Watch, one day of playback is defined as a 24-hour period; therefore, 3D and 3H of playback must be selected to equal 75 hours.

3.

On the View menu, click Options.

4.

Select the following on the Ratings tab:

5.

Select the following on the Misc tab.

152 • FAQs Nielsen Audience Watch User Guide

Q8.

Why isn’t the Hispanic Broadcast Network – MTV Tr3s (MT3) in Audience Watch?

A8.

Per the CO 6612R5 MTV Tr3s status is as a limited broadcast network and it is not reported in the RLD files.

Q9.

Why aren’t my NPOWER and Audience Watch Reach and Frequency numbers matching back?

A9.

There are methodology differences in unification between the two systems.

• Audience Watch uses the first age it encounters for each HH / Person and uses the first weight encountered and does not reweight.

• NPOWER uses the age each HH / Person was on the closest installed day to the middle of the unification interval and reweights the unified sample.

Q10.

Why can’t I get the viewing group color bars to go away?

A10.

The color bars that represent the viewing groups are cleared when you exit Nielsen Audience

Watch.

Nielsen Audience Watch User Guide FAQs • 153

Glossary

Audience Count

Total program viewership from each demographic portion of the sample for ratings analyses.

Note

Audience Count includes duplicated viewing for data effective January 31, 2011 going forward. All historical data prior to January 31, 2011 will not include duplicated viewing.

Audience Data

A variety of data describing television programming, advertising, and audience behavior that are commercially available from a variety of sources.

Average Frequency

The average number of impressions for each unique viewer reached.

Average Program Frequency

Note

Average Program Frequency is only available with Full Program Analysis enabled.

Average Quarter Hour Frequency

Broadcast Times

The broadcast day begins at 6:00 AM and ends the following calendar day at 5:59 AM; therefore, there is no time in the Dayparts window before 6 AM. In broadcast time, programs that air between midnight and

6:00 AM are associated with the previous day. For those programs, the Dayparts window uses the notations 24:00 to 29:59.

C3 Index

Shows how effective a program or network is at keeping an audience during a commercial. This is calculated by comparing the C3 rating to the Live average program rating.

C3 Rating

The average commercial minute rating for a program, including Live to 75 hours (3 days+ 3 Hours) of playback viewing. Commercial minutes are identified using a combination of Monitor-Plus pattern recognition technology, program provider logs and content video.

Note

The values are only available to subscribers of the all-minute data.

Nielsen Audience Watch User Guide Glossary • 155

Glossary …

Clutter Report

A group of five analyses in the Network Analysis family starting with Average Pods /Hour. It is NOT one report created by clicking a button. Depending on what you subscribe to, data is from Nielsen Monitor-Plus or Kantar. To select the ad type, see the Misc tab in "View Options" on page (5-77).

Note

You don’t need a program list to create these analyses: they are based on date range and daypart.

Coverage

The estimate number of viewers within the selected demographic sample group with programming available.

CPM

Cost Per 1000

The cost of an ad per 1000 viewers (measured in dollars).

CPM (30 sec) - CPM of a 30-second ad (measured in dollars).

Network CPM - CPM assigned to a network by daypart.

Program CPM - CPM assigned to a program or Show ID by daypart.

Cumulative Program Rating

That portion of a population who saw one or more quarter hours of a selected program. This value will always be greater than either the quarter hour rating or the average program rating.

Custom Audience Valuation

A systematic method of weighting each of the various demographic characteristics based on the target customer profile of an advertising campaign.

Daypart

An interval of time within a day for which you can report audience data. It is defined by days and hours.

Defection

The number of members of an audience who watched a program and then chose not to watch a subsequent episode of the same program when given an opportunity to do so, but they watched a competing program at the same time.

Delivery (Calculated)

The estimated number of total viewers within the selected demographic sample group:

156 • Glossary Nielsen Audience Watch User Guide

Demo Percent of Audience

The percent of audience that is part of the primary demographic group:

Note

Demo Percent of Audience is valid only for a basic demo group, not for a viewing group. If a demo group is set for all people (M/F with no age range) then this value is, by definition, 1.00 (or 100%).

Demo Percent of Audience (Calculated)

The percent of sample impressions that are part of the primary demographic group.

Demo Rating

See Rating.

Demo Share

The portion of all people in a demographic group with a television set turned on to a particular program.

Demographic Group

The portion of an audience sample selected based on their demographic characteristics. This group of people is selected based on some set of human or geographical characteristics.

Digital Video Recorder

A digital video recorder (DVR) can be thought of as an automated VCR. These devices can automatically record programs every time they air, even if the time slot changes so that people can watch the programs that they want at anytime.

They record television programs digitally on a hard disk so that the user can conveniently and quickly select recorded programs to watch. This also makes it convenient to fast forward through programming, and to replay programs or portions of programs.

Note

TiVo

®

is one of the most well-known producers of DVR equipment.

Direct Response

A form of advertising used to sell goods directly to consumers. Direct response advertising is different from general consumer advertising in that it calls for an immediate response. Direct response advertisements usually feature products unavailable in stores and the focus is on selling now rather than building an image for the advertiser. The advertisements are characterized by emphasizing the ordering information with statements such as ‘Here's how to order.’ or ‘Order now.’

Duplicated Viewing

Duplicated audience is defined as all non-simultaneous viewing instances to a minute of program or time period minute. This has also been called "unmulti-processed viewing".

Episode

A Nielsen-reported movie or sporting event title.

Nielsen Audience Watch User Guide Glossary • 157

Glossary …

Exposure Group

An extension of conventional demographic groups. Demographic group members are selected based on their demographic characteristics, while exposure group members are selected based on their television viewing history.

Exposure Valuation

Techniques used to determine the value to an advertiser of exposing a person to an advertising message.

Two general exposure valuation methods can be used in optimizing advertising campaigns:

• Recency/Recall

• Reach

Extended Screen

The crediting of online viewing of qualified television content to the standard television audience data, resulting in a combined national television rating.

Frequency

The average number of times households or persons viewed a given program, station, or advertisement during a specific time period, such as one month. This number is derived by dividing the Gross Rating

Points (GRP) by the total non-duplicated audience (cume). For example, if a group of programs achieved

30 GRPs and a cume of 20, then the average frequency would be 1.5 exposures per person or household.

Frequency Distribution

The number or percentage of individuals or households that were re-exposed to a program, station, or advertisement one time, two times, three times, and so forth.

Note

Frequency Distribution analyses include duplicated viewing for data effective January 31, 2011 going forward.

All historical data prior to January 31, 2011 will not include duplicated viewing.

Full Program Analysis

When enabled, the analysis is applied to the program as a whole.

Full Program Delivery (Percent)

The percent of viewers within the selected demographic sample group that saw any portion of a program.

Full Program Delivery (Calculated)

The calculated (from sample count) number of total viewers within selected demographic sample group who saw any portion of a program.

Full Program Demo Percent of Audience (Calculated)

The percent of full program sample impressions that are part of the primary demographic group.

158 • Glossary Nielsen Audience Watch User Guide

Full Program Rating

The percent of viewers out of the population.

Full Program Rating (Calculated)

The percent of viewers within selected demographic sample group that saw any portion of a program.

For Nielsen Weighted Sample:

Note

The sample impressions in the numerator are from the weighted sample.

Full Program Sample Impressions

The number of viewers within the selected demographic sample group that saw any portion of a program.

Note

For the Nielsen weighted sample, sample impressions is the sum of weights for each sample impression by day.

Gross Impressions

Projected number of impressions (can be duplicated) in the demo to be reached.

GRP

Gross Rating Points

The sum of the demographic ratings of the ads in an advertising plan or programs in a program list.

GRP (Age/Gender)

The sum of Nielsen reported ratings (Pocketpiece

®

) based on minute-by-minute age and gender data.

GRP (Calculated)

GRP computed using mid-minute person-by-person exposure data.

Household

A family within a sample unit.

Nielsen Audience Watch User Guide Glossary • 159

Glossary …

Household Rating

The portion of all homes having television sets tuned to a particular program.

For Nielsen Weighted Sample:

Note

The Sample Impressions in the numerator are from the weighted sample.

Household Share

The portion of all homes with television sets turned on that are tuned to a particular program.

HUT

Households Using Television

The percentage of all television households using their television sets and DVR playback at time of playback during the average minute of a specific time period. This is based on New York time in the eastern time zone, and in other time zones, on the principal telecast time of the typical network program airing during that time period. HUT is measured in millions.

HUT Rating

Percentage of households using television.

Impression

The number of viewers who saw one particular time slot (quarter hour or half hour).

In-Sample

A statistical term indicating that a person or household is part of a monitored group. People and households are in the Nielsen sample during a limited period of time, not exceeding two years. It is possible for a member of a household to go out of sample without the household going out of sample, as when a household member moves out of the house. It is also possible for the household member to come back into the sample after having left, as when a college student returns for the summer.

In-Tab

In Tabulation

When the data gathered from each member of the sample meets certain accuracy and completeness requirements and is included in the ratings calculations.

Income Averaging

The average income for program audiences can be displayed in both the Program Schedule and the

Program List. This average is computed by summing the midpoint of each viewer's income range as defined by Nielsen, and dividing by the number of viewers. The income for those in households with incomes of $75+ is assumed to be $85K.

The midpoint of the income range is used only because the actual average income for each income range is unavailable. Because of this condition, it is recognized that the resulting average income values may be inaccurate, particularly for audiences that skew toward very low or very high incomes.

160 • Glossary Nielsen Audience Watch User Guide

Incremental Network Effective Reach

The amount that the effective reach of an ad campaign would decline at some level of effectiveness (such as 3 exposures) if all advertising spots for that network were removed from an advertising campaign. The sum of all incremental network reach values for an advertising campaign will always be less than the reach for the entire campaign.

The sum of all incremental network reach values for an advertising campaign will always be less than the reach for the entire campaign.

Incremental Reach

The incremental reach for an ad in an advertising campaign is the amount that the reach for the entire campaign would decline if that one ad were removed from the campaign. The sum of all incremental reach values for an advertising campaign will always be less than the reach for the entire campaign.

Influence Index

Influence Index is defined as the relative level of influence that exposure to one or more advertisements in an advertising schedule has on purchasing decisions. The minimum value is zero, meaning that previous exposures to advertisements in an advertising schedule have no influence on current purchases. The maximum influence index value is 100%. If a person is at the 100% level of influence, the influence on purchasing decisions which results from being exposed to advertisements will not increase with additional advertising exposure.

Integrated Optimization

Integrated Advertising Optimization is a technique (with patents awarded and pending) that is designed to include all factors that might influence the value of an ad in an advertising campaign. Anything that can either be measured (such as cost or exposure) or estimated (such as response or recency) can be included in the optimization process.

These factors can be grouped into five general categories:

• Audience Valuation Index

• Response Index

• Exposure Recency Index

• Exposure Valuation Index

• Cost Index

Live

Households tuning or Persons viewing a program or time period of a specific station or cable network, including VCR record, at the actual time the show was telecast. Any use of the DVR to time shift content

(regardless of how small the delay) will cause that tuning to be excluded from the Live estimates.

Live+SD

Households tuning or Persons viewing a program or time period of a specific station or cable network, including VCR record, at the actual time the show was telecast, and any DVR playback tuning/viewing in the same processing day to a pre-recorded program or time period that is shifted 'back' to original telecast time. The processing day is the same collection day used for daily processing; however, this will also include some households that are in different time zones than the market with which they are collected. As a result, data for some homes may be collected at 2:00 A.M. instead of 3:00 A.M. local time.

Nielsen Audience Watch User Guide Glossary • 161

Glossary …

Live+7

Households tuning or Persons viewing a program or time period of a specific station or cable network, including VCR record, at the actual time the show was telecast, and any DVR playback tuning/viewing within 7 days (168 hours) to a pre-recorded program or time period that is shifted 'back' to original telecast time.

Live+X

Subset of Live+7 based on user definition.

LPM

Local People Meter. See People Meter.

National Commercial

A national advertisement, announcement, spot, or message aired on television for a minimum duration of

10 seconds and is paid for by an advertiser.

National Commercial Length

Reported national commercial lengths are 10, 15, 20, 30, 45, 60, 90, and 120+ seconds, or the specific number of seconds for irregular-length national commercials. National commercial durations are captured as broadcast, not as purchased, except in the following situations: Identical brands airing back-to-back with durations under 30 seconds will be combined, their durations summed, and reported as an individual occurrence with a duration equal to the sum of each individual announcement.

Network Tuning Duration

The sum of the number of quarter hours for each network tuning period divided by the number of network tuning periods times 15.

Optimization

An efficient process of identifying the best possible set of programs for ad or promotion placement to achieve an objective (such as increased reach) while considering constraints (like budget limitations).

People Meter

An electronic metering device that measures demographic data (who is watching). Household members and their guests push buttons to identify themselves. The People Meter is used by Nielsen to measure nationwide audience measurement in the U.S. and Canada.

Percent Demo Co-Viewing with Co-Viewing Demographic Group

Percent Demo Viewers Co-Viewing with...(Co-Viewing Demographic Group)

162 • Glossary Nielsen Audience Watch User Guide

Pocketpiece

®

The Pocketpiece is one way that Nielsen distributes their aggregate data such as ratings and share. It is a publication referred to as the Pocketpiece because it is sized to fit in a pocket.

Pod

A group of spots uninterrupted by program material of significant duration, in other words, a commercial break.

Pod Position

The relative position of one spot to another within a pod, in other words, the sequential order of each spot.

Program CPM

See CMP.

Program Rating

The average Nielsen delivered quarter hour rating for a program for the selected demographic group.

Promotion

This content directly relates to the TV station or network. It may advertise an upcoming broadcast, identify the station itself, or promote the image of the station or network.

PUT

People Using Television

The percentage of all persons or of total persons within a given demographic category in the survey area who are viewing television during a specific time period.People Using Television is measured in millions.

PUT Rating

Percentage of people using television.

Quad

The division of a program audience into four distinct groups based on two factors:

• Frequency of episode exposure (similar to week-to-week retention)

• Average length of episode exposure (similar to in-program retention)

Rating

A rating is the estimated percentage of the universe of TV households (or other specified group) tuned to a program in the average minute. Ratings are expressed as a percent; the percent is the percent of viewers out of the population.

Rating (Age/Gender)

Nielsen reported ratings (Pocketpiece

®

) based on minute-by-minute age and gender data.

Nielsen Audience Watch User Guide Glossary • 163

Glossary …

Rating (Calculated)

Computed rating using mid-minute person-by-person exposure data.

Note

Refer to the Help topic "About Ratings and Share Calculations" on page (6-122)for details on differences between Nielsen reported Rating and Rating (Calculated).

Ratings Point

A value equal to one percent (one rating) of a population or universe.

Reach

The unduplicated percentage of a population that is exposed to an advertising schedule at least once during a designated time period (usually four weeks).

Reach (Calculated)

Reallocation

A type of optimization run where spots in an advertising campaign or promotion schedule from given networks are “reallocated” (removed and given) to other networks.

Repeat

Indicates whether a telecast of a program is a repeat of an episode previously aired nationally. This is not applicable to cable programs.

Retention

The term program retention refers to the number of members of an audience who see an episode of a program, and then choose to see a subsequent episode of the same program. Program retention is one measure of loyalty.

Roadblock

An advertising roadblock is a media planning strategy where all networks air the same ad at the same time. No member of the audience one can get through without seeing the ad.

A roadblock has two attractive features:

• Everyone who is watching television at the time of the roadblock is exposed to the ad.

• No one is exposed to the ad more than once because no one can watch two programs at one time.

It can be shown that for a large advertising campaign, the value of multiple roadblocks can decline while other media planning and optimization strategies become more attractive.

164 • Glossary Nielsen Audience Watch User Guide

Sample

A collection of people who agree to have their television usage monitored by an audience research firm.

Television rating and share values are computed based on data from the viewing logs of television audience sample households. The most popular prime time television programs may have several hundred sample members watching, while some cable programming during non-peak times may have very few or none of the sample members watching.

Sample Segment

That portion of the Nielsen sample which fits the demographic criteria of age, gender, education, and so forth that you specify. Calculations in Audience Watch are performed only on the people and households in the currently selected sample segment. All other people and households in the Nielsen sample are ignored.

Sample Size

The number of people in the sample segment.

Share

Share is the percent of viewers out of TV viewers.

Share (Age/Gender)

A Nielsen reported share (Pocketpiece

®

) based on minute-by-minute age and gender data.

Share (Calculated)

Computed using mid-minute person-by-person exposure data:

Simultaneous Viewing

Simultaneous viewing is defined as the same household or person viewing the exact same content minute

(program telecast, or station / air date) at the exact same date and time on multiple devices. Simultaneous viewing will continue to be resolved to a single viewing occurrence.

Syndicator

A distributor of television programs that are generally filmed or taped series available for telecast by individual stations.

Telecast

A Program airing on a specific date and time.

Nielsen Audience Watch User Guide Glossary • 165

Glossary …

Time-shifted viewing (TSV)

Any viewing using a device that records video in a digital format (such as ReplayTV, TiVo

®

, and others). A

DVR is a device that records video without videotape to a hard drive-based digital storage medium. The term includes stand-alone set-top boxes and software for personal computers that enables video capture and playback to and from a hard drive instead of videotape as the recording medium; they blend the features of a VCR with the programmability and storage of a computer.Transparent Optimization

Advertising optimization systems can be designed on one of two ways:

• Transparent: the process and logic of optimization is made visible to the media planner. The planner can select the factors which guide the process, and can influence the optimization process using judgment and experience.

• Black Box: the optimization process is not visible to the media planner. The planner has no opportunity to guide the process using judgment or experience.

The Audience Watch optimization functions are transparent.

Tuning Period

Tuning Period is an uninterrupted period of time of watching TV.

Unified Sample

The portion of a sample audience that was in-tab and in the sample for the selected days.

Unification

A process that is used to produce a sample of usable people meter households/persons for a specified number of days. Unification places restrictions on homes included in a sample. Only homes that provide usable information, referred to as intab, which meet the minimum requirements for the selected percent of days in the measurement interval, are included.

Unique Sample Impressions

The number of viewers who saw one particular time slot (quarter hour or half hour) and only that time slot from all time slots listed in a program list or program schedule.

Units

The number of programs or advertising spots.

Universe

The estimated number of total population within selected demographic sample group (based on age and gender only).

Universe (Calculated)

Calculated (from sample count) number of total population within selected demographic sample group based on age, gender, and selected demographic group.

Unweighted

Sample members are weighted equally. Each sample member will effectively be assigned a weight of 1.

166 • Glossary Nielsen Audience Watch User Guide

Valuation

The process of estimating the actual value of audiences and advertising as defined by those who are planning television programming or who are paying for advertising on those programs.

VCR Adjustment

The number by which a rating should be multiplied to compute the rating with VCR recording (measured by household).

Rating with VCR = [ [ ( (Demo Live Viewing + Visitor Live Viewing) / Sample Weight Intab Demographic) x

VCR Adjustment ] + ( (Demo Shifted Viewing + Visitor Shifted Viewing) / Sample Weight Intab) ] x

100Vertical

Note

VCR Adjustment is discontinued effective August 1, 2011 going forward, but it will still be applied to ratings data prior to this date.

Viewing Deciles

Auxiliary data sets that refer to the division of the sample into tenths based on the amount of television that each viewer watches during some period of time. These auxiliary data sets can then be used in demographic settings for further analysis.

Viewing Group

A portion of an audience sample selected based on their exposure to a selected group of programs or times.

Viewing Quintile

One of five groups that members of the audience are assigned to according to the amount of television they watched during a given week.

VPVH

Viewers per Viewing Household

• VPVH = demo delivery / household delivery

For example, for a selected quarter hour:

• A18-49 delivery = 5,000,000

• Household delivery = 10,000,000

• VPVH for A18-49 = 5,000,000 / 10,000,000 = 0.5

Weighted

The number of people in the population that are represented by each member of the sample. For example, if sample member has a weight of 20,000 for a selected day, this means that on that day the sample member represents 20,000 in the population.

Nielsen Audience Watch User Guide Glossary • 167

’about .................................................................................... 6

A

about analysis types .............................................................. 83 audience counts .........................................................118

audience data ................................................................ 7 audience flow .............................................................. 84 audience track ........................................................... 101 audience valuation ................................................... 104 co-viewing .................................................................. 107 cumulative analyses ................................................... 96 data window ................................................................. 76 dayparts .......................................................................119

demographic distribution ........................................... 87 demographics .............................................................. 16 impressions ............................................................... 120 in-tab ........................................................................... 121 network analyses ...................................................... 102 network exposure analyses .................................... 103

Nielsen Audience Watch ............................................. 6 only only both ............................................................ 106 pivot tables ................................................................... 70 program environment ................................................. 89 program lists ................................................................ 44 program schedule ....................................................... 38 program trends ............................................................ 94 ratiings and share calculations ............................... 122 reach analyses ............................................................ 98 unified samples ......................................................... 126 viewer details ............................................................. 128 viewing groups ............................................................ 25 add data source ................................................................. 10 analysis buttons .......................................................................... 83 tools .............................................................................. 12 types ............................................................................. 83 audience counts ..........................................................................118

audience data about ............................................................................... 7 release schedule ........................................................... 8 audience flow about ............................................................................. 84 audience track analyses ................................................ 101 audience valuation .......................................................... 104

Audience Watch analysis tools ............................................................... 12 demographic tools ...................................................... 12 selection tools ............................................................. 12 toolbar ........................................................................... 12 workspace .................................................................... 12 auxiliary data demographic settings ................................................. 18 descriptions ............................................................... 132

C

C3 ........................................................... 56

,

79

,

81

,

152

,

155 calculations ratings and share ...................................................... 122 tune-in and switching ............................................... 125 calendar .............................................................................. 29 charts multiple lines ................................................................ 82 constraints ........................................................................ 109 co-viewing ........................................................................ 107 coviewing ............................................................................ 23 creating an analysis ................................................................... 82 new daypart ................................................................. 32 pivot table ..................................................................... 71 program list .................................................................. 44 viewing groups ............................................................ 26 cume build charts .............................................................. 96 cumulative analyses about ............................................................................. 96

D

data availability .................................................................... 8 data destination ................................................................. 76 data sources .................................................................. 7 ,

49 adding ........................................................................... 10 database locations ........................................................ 9 specifying ....................................................................... 9 validating ...................................................................... 10 data storage ..................................................................... 141 data window ....................................................................... 76 date range .......................................................................... 29 dayparts about ........................................................................... 119 modifying ...................................................................... 33 new daypart, creating ................................................. 32 standard ..................................................................... 119 deciles ................................................................................. 18 demo group ........................................................................ 16 demo set ............................................................................. 24 demographic settings ......................................................................... 18 tools .............................................................................. 12 demographic distribution .................................................. 87 demographic settings window ......................................... 16 demographics about ............................................................................. 16 demo set ...................................................................... 24 selecting ....................................................................... 17 directory structure ........................................................... 143 duplication matrix .............................................................. 72 creating ......................................................................... 73

Nielsen Audience Watch User Guide Index • 169

Index …

E

effective reach data table ............................................... 144

F

FAQs ................................................................................. 151 frequency distribution ....................................................... 98 frequently asked questions ............................................ 151 full program analysis ...................... 12 ,

26

,

51

,

72

,

107

,

155

H

hard drive space .................................................................. 4

I

impressions ...................................................................... 120 in-tab ................................................................................. 121

Internet Explorer version .................................................... 4

K

key features ......................................................................... 6

N

network analyses ............................................................ 102 network exposure analyses ........................................... 103 network selection .............................................................. 35

Nielsen Audience Watch about ............................................................................... 6 key features ................................................................... 6 workflow ....................................................................... 13

O

only only both about ........................................................................... 106 network ....................................................................... 102 optimization about ........................................................................... 108 running ........................................................................111

options, view ...................................................................... 77

P

person viewing log .......................................................... 130 person-by-person data ................................................... 124 pivot table about ............................................................................. 70 creating ......................................................................... 71 primary demographic group ............................................ 25 process flow ....................................................................... 13 program environment about ............................................................................. 89 computations ............................................................... 92 quarter hour analysis ................................................. 91 program list generator ...................................................... 44 program lists about ............................................................................. 44 adding columns ........................................................... 66 optimize ...................................................................... 108 pivot tables ................................................................... 70 statistics ....................................................................... 49 tabs ............................................................................... 47 toolbar ........................................................................... 45 program schedule about ............................................................................. 38 toolbar ........................................................................... 39 using ............................................................................. 41 program trends about ............................................................................. 94 program types .................................................................. 147

Q

quintiles .............................................................................. 22

R

rating

C3 ..............................................................56

,

79

,

81

,

155 reach analyses about ............................................................................. 98 effective reach ............................................................. 98 frequency distribution ................................................. 98 reallocation random, running .........................................................114

using optimize ............................................................115

release schedule ................................................................. 8 resolution, screen ................................................................ 5

S

sample information ........................................................... 12 scatter plot by column of data ....................................................... 46 by date .......................................................................... 46 screen resolution, changing .............................................. 5 selecting date range .................................................................... 29 demographics .............................................................. 17 networks ....................................................................... 35 selection tools .................................................................... 12 specifying data sources .................................................................. 9 statistics program lists ................................................................ 49 view options ................................................................. 49 switching ........................................................................... 125 system requirements .......................................................... 4

T

television data .................................................................. 124 tune-in ............................................................................... 125

U

unified sample ................................................................. 126 universe estimates .......................................................... 127 usage data ....................................................................... 124

170 • Index Nielsen Audience Watch User Guide

V

view options ................................................................. 25

,

77 viewer details ................................................................... 128 viewing groups creating ......................................................................... 26 exposure levels ........................................................... 25 filter types ..................................................................... 25 filtering .......................................................................... 25 selecting ....................................................................... 25 tools .............................................................................. 25 using ............................................................................. 27 viewing quintiles .............................................................. 131

Nielsen Audience Watch User Guide 171 • Index

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