Sample Business Issue
My network enjoys a fairly consistent ratings delivery and demographic profile. However, in recent weeks ratings for one of our top tier programs has slipped. How can I identify which viewers are now my light viewers/non viewers and what are they watching so that I can promote my program properly?
Step 1: Run a NTILE Segmentation report. In the example below, there were 866 Persons 18-49 that fell into the lightest viewers segment and 18,385 Persons 18-49 that fell into the non-viewers segment for Program A.
Click for Report A
Step 2: Once the viewer segments are identified, plug them into a Program Ratings Analysis report to see what programs they are watching on your network and identify where the best place to reach these viewers would be.
Click for Report B
Further Analysis Opportunities:
Are the non viewers of Program A, just not watching that programming or are they not viewing my network in general?
Pull a segmentation on previously run segmentation reports. For example, take the 18, 385 non viewers of Program A into a Number of Minutes Segmentation to see if they are viewers or non viewers of the network overall.
Click for Report C
Are heavy, medium and light viewers on my network accessing my website? Identify opportunities to run a cross promotion on your website to retain or regain audience by determining what viewer segments are also visiting your website. The cross platform reporting capabilities within NPOWER allow you to gain valuable insight on the interaction between TV and Online usage. Identify consumers that are core visitors of your website and core viewers of your programming on television via NPOWER segmentation.
Click for Report D
Nielsen offers learning sessions on segmentation reports monthly via Nielsen U, along with several self paced tutorials you can access anytime, anywhere. For a listing of the sessions available, click here.