NEWS27 October 2010

STB data ‘years away’ from becoming national TV currency

US— Set-top box data has plenty going for it when it comes to measuring local TV audiences – but it’s at least two or three years away from being suitable as a national measurement currency, according to the Coalition for Innovative Media Measurement (CIMM).

A new white paper from the media owner and agency group says that further development is needed before such data is ready to replace or be combined with traditional panel-based measurement of TV audiences.

For starters, CIMM says “there is not enough STB data available at this time to create a national representative sample which is a requirement for stakeholders”.

In its ‘Roadmap for Set-Top Box Data’, the coalition sees the greatest potential – at least in the short term – for using the data in local TV measurement and as a measurement tool for addressable advertising and database marketing initiatives.

CIMM says: “Appending custom and large industry databases to STB data for segmentation purposes does not require representative samples and will enable advertisers to transform television into a direct marketing tool with revenue producing capabilities.

“As our next project, CIMM seeks to work with the database companies to provide greater transparency and to help the industry understand how best to combine these secondary databases with STB viewing data.”

The coalition says it has chosen to focus its efforts on database matching instead of local measurement as the use of STB data in that context is “already advancing in the marketplace”. Though local samples still need to be more representative, CIMM said it’s generally felt that the ability to get larger samples sizes with greater granularity than current measurement approaches allow for is “a vast improvement”.

“Because of this, local measurement should have a fairly short timeline for implementation and adoption, perhaps within the next year,” says CIMM.

Read and download the complete white paper here.

@RESEARCH LIVE

1 Comment

10 years ago

The problem I have with these comments are the fact that Nielsen's data isn't close to being accurate and their system is incredibly flawed. But because these companies are already making so much money based off those Nielsen numbers, they are unwilling to change, no matter the collateral damage. Fact is, Nielsen's system is incredibly dated. 17 million STB homes tracked vs 25k Nielsen homes tracked. You do the math. If I use the STB numbers, I can tell what 17 million people are tuned into. The only thing Nielsen's system tells you is what those 25k people are watching. But they are fooling everyone into thinking such a small sample can really tell you what 120 million homes are tuned into. Give me a break.

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