How a Television Channel is Measured
As a global leader in measurement and information, we provide a precise understanding of the consumer to help our clients make decisions that can lead profitable growth. Our measurement and analytical innovations enable clients to keep pace with changing market trends, emerging technology, and the increasingly demanding consumer.
After nearly a century, we’re more focused and skilled than ever at providing the complete view of the consumer. Whether our clients are in media, consumer packaged goods, telecom or advertising, our expansive data and measurement capabilities provide market context and confidence through our long history of innovation and integrity.
Consumer Neuroscience is the application of neuroscience (the study of the human brain and nervous system) to consumer research, in order to determine a consumer’s non-conscious response to brands, products, packaging, in-store marketing, advertising, and entertainment content.
What we measure
We leverage Nielsen NeuroFocus’ ground-breaking consumer neuroscience methods to measure brainwave activity in real time, capturing purchase considerations at the moment they are formed in the brain. Through our consumer neuroscience metrics, we enable marketers and advertisers to better understand the effectiveness of advertising, branding, product development, and packaging across industries including consumer packaged goods, retail, media, and entertainment. We employ proven technologies to produce the most effective and reliable measurements for understanding consumers’ deep subconscious responses to stimuli.
How we do it
Blending neurological testing with traditional research enables us to better understand consumer responses to a stimulus on all levels—conscious and non-conscious. We use brainwave measurements and eye-tracking to determine which specific elements of a brand, product, ad, package, or aisle design are most salient and compelling to the brain.
Our proprietary combination of electroencephalography (EEG), eye tracking, and galvanic skin response (GSR) is the most effective combination of technologies for understanding consumers’ deep subconscious responses to stimuli. We integrate these insights with other measurements to deliver comprehensive and actionable results for clients.
Our patented technologies and proprietary techniques measure consumers’ neurological reactions to stimuli providing highly accurate and deep insights into consumer behaviors. Nielsen NeuroFocus is a global leader in neurological testing for consumer research. We bring world-class experts in neuroscience, consumer research, and marketing to develop innovative methods for understanding consumer thought, emotion, and behavior. We offer clients the world’s first wireless, dry, EEG headset, expanding testing environments beyond the lab and into the home or in the store.
Today’s consumers are watching more TV than ever, which makes understanding what and how they’re watching an essential part of any marketing campaign. With our expansive and representative television panels, Nielsen tracks viewing behavior down to the second, revealing detailed programming and commercial engagement. And because viewers now have multiple screens to choose from, we integrate audience measurement across TVs, PCs and mobile phones to help clients create precise cross-platform plans.
The Nielsen Ratings are coupled with detailed analysis of consumer viewing behavior and demographic information. Which members of a household are watching which shows? And which programs do they all watch together? Which family characteristics, such as pet ownership, income and education correlate with viewing choices? This depth of knowledge allows clients to refine their campaigns based on demographics, day-part and audience composition.
How We Do It
Panels : Electronic metering technology is at the heart of the Nielsen ratings process. Our tools capture not only what channel is being watched, but also who is watching and when, including “time-shifted” viewing.
Nielsen’s TV families represent a cross-section of representative homes throughout the US Their viewing is measured by our TV meters and Local People Meters which capture information on what’s being viewed and when and, in the major US markets, specifically who and how many are watching. Additionally, we collect more than two million paper diaries from across the country each year during “sweeps.”
Census : Using data from set top boxes, Nielsen delivers a constant, real-time stream of information, revealing tuning behavior during programs and commercials. We can tell clients which commercials are being watched and which have the strongest engagement and impact. We even analyze which position in the program or commercial block is most effective for a specific brand.