| Data Type |
Description |
Possible Uses |
| Aggregate |
Values such as ratings, share, projections, etc., which measure the viewing audience for the population as a whole or in aggregate. Nielsen Media Research has established a dominant position in the industry for aggregate data for both national and local markets. |
Audience Reporting
Trend Analysis |
| Respondent Level |
Refers to viewing logs for television viewing of individual people and households. The available respondent level data from Nielsen is currently for each quarter hour of viewing. Data from other sources can be second-by-second. |
Program Trend Analysis
Audience Distribution
Co-Viewing Analysis
Exposure Grouping
Sample Analysis
|
| Psychographic |
The use of data to study and measure attitudes, values, lifestyles, and opinions for marketing purposes.
|
| Video |
Full motion digital video that is integrated in with the other components of the database. |
Audience Tracking
Ad Response |
| Advertising Schedule |
Data that details when individual ads were aired. The data are often categorized by company, or by product class. |
Reach
Incremental Reach
Network Reach
|
| Product Usage |
Data that correlates the purchase and use of commercial products and services with exposure to media. Examples include MRI and Simmons. |
Audience Efficiency
Exposure Valuation
|
| Cost |
The cost of placing ads on broadcast television, measured in CPMs or unit cost. Sources of this data include commercial products as well as internal rate cards. |
CPMs of Value
Media plan Tuning
|
| Ad Performance |
Deals with the effectiveness of advertisements in persuading people to purchase goods and services. |
Optimization
|
It has been found that as more data is incorporated into a single working environment, the opportunities for analysis expand. For example, a combination of respondent level data (blue) and advertising schedules (pink), we can easily compute
reach and frequency
for advertising campaigns. If we add product usage data, we can then compute
audience efficiency
for advertising campaigns. If we add cost data, it allows us to compute CPMs of value, and do other kinds of relatively sophisticated media plan tuning.
