![]() ![]() Stephanie Kang, “Couch to Supermarket: Connecting Dots,” Wall Street Journal, February 11, 2008, B7.Ī different approach hopes to use cell phones to measure what consumers listen to and see. households across the country in the near future. Roi transmit tv#In a test of its system, TRA is using data from cable boxes to measure second-by-second viewership of TV programs and commercials in three hundred thousand households in Southern California, and it aims to sign up more than one million U.S. For instance, a company could see whether households that watched an ad for its toothpaste later bought that brand of toothpaste. One new research firm called TRA (True ROI Accountability for Media) is trying another strategy: it merges data from people’s cable set-top boxes with consumer-purchase databases, such as the information stores gather from frequent-shopper cards. The company that comes up with a truly reliable system to measure how consumers interact with media (and the advertising they contain) will be worth its weight in gold. Emily Steel, “Who’s Watching Those Webisodes? As TV Programs Fan Out to Cellphones and Beyond, a Race to Measure Audience,” Wall Street Journal, October 11, 2006, B4. This system will track a group of sample viewers-but it will monitor their usage of several different media including the Internet, mobile devices like iPods, and traditional television. Nielsen is also working on a new measurement system it calls Anytime Anywhere Media Measurement. And, to keep pace with consumers’ changing habits, Nielsen has started to measure out-of-home viewing (in bars, dorms, and other locations) as well as the usage of digital video recordings like TiVo. also is developing a pager-size media-measurement device. Roi transmit update#Nielsen is working hard to update its technology with People Meters that individual members of the household use to record their viewing behaviors. These methods suffer from obvious problems-for example, our memories about what we watch often are distorted and biased, and just because a set is tuned to a channel doesn’t mean anyone is actually watching. The Nielsen Company collects these measures by recruiting a panel of consumers who keep a diary of what they watch and by so-called set meters that it connects to members’ TV sets to transmit data about which channels get selected. The dominant measurement system is the Nielsen Television Ratings that the networks have relied upon since the earliest days of television. To date there still is no foolproof way to deliver these metrics Quantifiable measures that gauge the direct impact of a marketing communication., and it’s the source of a lot of controversy in the advertising industry. How many people watch TV commercials, and how effective are these spots in influencing actual purchases? These are vitally important questions-especially because the networks set their rates for advertising based upon how many people see their shows. ![]()
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