(19 November 2005 2:00 pm)

MUMBAI: Nielsen Media Research in the US has announced that, for the first time in its history of measuring television audiences, it is making available via an electronic file its entire database of ratings information from the National People Meter sample.

This new weekly file provides clients direct access to all ratings information at the minute-by-minute level with commercial minutes identified. The move by Nielsen is in response to media, advertising and agency clients who, faced with fragmented television audiences and hundred of channels, need greater access to more granular levels of persons’ viewing data to buy, sell, promote and analyse viewing information.

Through this new service, Nielsen says that it is enabling subscribing clients – as well as authourised third-party processors of data, representing some 70 additional companies – to download this huge data file directly into their own software systems for their own analytical purposes. With the release of this file, clients now have additional options and much more flexibility in accessing this very granular data. Nielsen’s own software system NPower will continue to provide clients with access to these minute-by-minute ratings.

Nielsen Media Research president and CEO, Susan D. Whiting, says, “With this unprecedented move, Nielsen Media Research, has responded to a marketplace need and fulfilled a commitment we made to our national clients. As television distribution and programming choices become increasingly complex, there is an urgent need for detailed viewing information. Our goal is to offer our clients greater choice in the research tools they can use to buy, sell, evaluate, promote and analyze commercial television in the United States.”

Association of National Advertisers president and CEO, Bob Liodice, says, “Marketing accountability is one of the top priorities for ANA members. This push to gain granular visibility and understanding of commercial vs. program ratings is critical for the accuracy of media measurement in the US. While advancements in video technology continue to challenge our industry’s ability to fully understand television viewing behaviour, Nielsen has taken a significant step in the right direction.”