As an intern in the market and media research department, I
have my very own Nielsen account. Which I find to be exciting, since my only
exposure to Nielsen numbers were textbooks, various websites and the Station
Index books from the reading room. Nielsen offers a very special service called
Nielsen U. Basically, its instructions and/or overviews of Nielsen and their
various products/software. I know in
many of the media research positions I’ve seen they will mention to be familiar
with several Nielsen products. Since I have access to Nielsen U, I thought I
would share an overview of some of the software/products. Today, I’ll start
with NPower.
NPower: Report Overview
What is NPower?
Custom Analysis tool
Unparallel ability to focus on
detail
Limitless analysis opportunities
Respondent level data
Report Types
Rating Analysis: 2 types of analysis program and time period
Program Analysis is used: 1. for individual
ratings based on program data 2. Only report
that generates C3 ratings
Time Period Analysis produces
ratings report based on time period data
Universe Estimate-Provides sample size and weighted universe
estimates
Use to answer: What is the sample size for a particular demo and/or market break
for a specific measurement interval?
Co-Viewing Program-Examine pairs of viewers who watched the same
program on the same TV at the same time.
Use to answer: What program would
best reach children watching with adults, so the primary viewer and primary
consumer are reached together
Length of Tune& Length of View
Length of Tune Time Period-Produces
averages and distributions for tuning events of varying lengths by viewing
source
Length of View Program-Produces
averages and distributions for viewing events of various lengths to a program
Use to answer: How long do viewers
stay tuned into a specific program or daypart
Source & Destination-Produces source and destination ratings
and/or distributions based on selected programs or time periods.
Use to answer: Where did your viewers come from before viewing a particular
program or network and where did they go after?
Reach & Frequency-1.Provides unduplicated audience estimates
and frequency of viewing for schedule for various market breaks and
demographics. 2. Analyzes the
viewing of schedule pairs and determines the exclusivity and duplication
between the two, as well as their individual reach.
Use to answer: 1.What is the reach of an advertising campaign? 2. How many unique people saw a
particular program in a month ?3. How
many people saw the promos for a particular program, and also watched that
program?
Segmentation-1.Produces reports that rank and classify viewers of
selected programs or time periods. 2. Organized
viewers into various segments based on duration of viewing. 3. Can be further analyzed in other
reports.
Use to answer: 1.Who are my loyal viewers? 2.
Who are my heavy, medium, and light viewers? 3. What else do my local, or occasional, or non-viewers watch?
Power Play-1.Desktop research tool used to analyze large data sets.
2. Interactive pivot table that
allows you to change layouts, apply filters and create instant averages
Use to answer: What is the season
to date ratings for all programs airing on a broadcast network?