NPOWER Newsletter - Fall 2013
 
 
 
NPOWER In-Depth Newsletter
Viewer Insights and Preparing for the Season Premiere
Fall 2013
There are three different business scenarios detailed in this newsletter.
You’ll also find links to useful learning resources.

Jump to sections:
Did the viewers of the Season Premiere return to watch Episode 2, 3, or 4?
What is the audience profile of the viewers that tuned in to the Season Premiere
but did not return to watch Episode 2?

Did my viewers switch channels to tune in to my Season Premiere?
NPOWER Software Tip
Nielsen U Classes
 
   1st Business Scenario
 
Did the viewers of the Season Premiere return to watch
Episode 2, 3, or 4?

Approach
1.) Create a Unification for a period that encompasses the Season Premiere
as well as the following episodes.

2.) Create one schedule for each episode – one for the Season Premiere,
a second for Episode 2, a third for Episode 3, etc.

3.) Pull all schedules into a Reach and Frequency Duplication report;
the Premiere as the Primary Schedule, the Episode 2 as the Secondary Schedule,
Episode 3 as the Secondary Schedule, etc. Focus on the “Duplication” columns,
the Primary Duplication shows the percentage of those who tuned in to the
Premiere who also came back and tuned in to the following episode,
the Secondary Duplication shows the percentage of those who tuned in
to following episode who also tuned in to the Season Premiere.

EXAMPLE
Demographic Primary Schedule
Name
Secondary Schedule
Name
Primary Duplication
%
Secondary Duplication
%
Persons
25-54
Season Premiere Episode 2 53.05 58.06
Persons
25-54
Season Premiere Episode 3 48.37 54.41
Persons
25-54
Season Premiere Episode 4 44.11 53.25

HOW TO READ
In this case, more than half of the viewers for our new episodes have tuned in
to the Premiere. Shown in Secondary Duplication % column (58.06, 54.41, 53.25).
However, we are losing viewers from those who tuned in to the Premiere.
Shown in Primary Duplication % column (53.05 declined to 44.11).

Now, we can run a segmentation to profile those who tuned in to the
Premiere and not the new Episode to understand what segment of our
audience is losing interest in the program.


 
   2nd Business Scenario
 
What is the profile of the viewers that tuned in to the
Season Premiere (Episode 1) but did not return to watch
Episode 2?

Approach
1.) Create a Unification for a period that encompasses the Season Premiere
as well as the following episode.

2.) Create a Number of Minutes Program Segmentation to segment the viewers
of Episode 2 into those who viewed and those who did not. A one-minute or
six-minute qualifier is typically used. Use a broad demographic such as P2-99
and use the Composite Market Break.

3.) Create a second Number of Minutes Program Segmentation for those who
tuned in the Premiere Episode. In the Segmentation Demographic screen,
select the “Non-Viewers” of the 2nd Episode Segmentation from the
“Segmentation Characteristic” tab and use the broad demographic of
P2-99 as before. This will be our base. From the Demographic Profile
and Market Break Profiles, enter in the audience composition profiles.
Remember, the base will be “P2-99 that were Non-Viewers of Episode 2”,
which will then be crossed with “Top Viewers of Episode 1” so any profile
will be a percentage of that universe.

4.) Once exported, look at the Profile Tab to see the profile of those
“Non-Viewers of Episode 2” who are “Top Minute Viewers” of Episode 1.
Sort the report to look at only the Top Minute Segment and use the Profile
Distribution column to see the Audience Profile. Remember to keep an eye
on the Segment Household/Persons column to ensure that the sample size
is sufficient.

EXAMPLE
Segmentation Name Market Break Demo-
graphic
Segment     Profile Distribution % Segment Households/ Persons
Episode 2 Non-Viewers Composite Persons
2-99
Top Minutes(1) Episode 1 100 1,601
Episode 2 Non-Viewers Composite Females
2-99
Top Minutes(1) Episode 1 55.06 903
Episode 2 Non-Viewers Composite Males
2-99
Top Minutes(1) Episode 1 44.94 698

HOW TO READ
In this case, 55.06% of those who tuned in to the Premiere but were
Non-Viewers of Episode 2 were Female, 44.94% were Male, etc.

For recommended Nielsen U classes, please refer to the end of this newsletter.


 
   3rd Business Scenario
 
Did my viewers switch channels to tune in to my Season
Premiere? Or were they already viewing my network?

Approach
1.) Create a Unification for a period that encompasses the Season Premiere.

2.) Create a program schedule for the premiere as well as a daypart schedule
for the 15 minutes leading into the program. On the daypart schedule,
select your networks and any others you would like to track. You may also
include HUT/PUT and Video Games to see if viewers turned their set on, or,
turned off their gaming device to tune in to the premiere. Report the daypart
schedule by Originator.

3.) Pull all schedules into a Reach and Frequency Duplication report;
the Premiere as the Primary Schedule and all other schedules as the Secondary. Focus on the “Duplication” columns, the Primary Duplication shows the
percentage of those who tuned in to the Premiere who were previously
tuned in to one of the other sources before tuning in to the Season Premiere.

EXAMPLE
Demographic Primary Schedule Name Secondary Schedule Name Primary Duplication % Secondary Duplication %
Persons
25-54
Network A Season Premiere Program
10-1059pm
(1, 60)
Network A |
9:45PM-9:59PM
(1, 14)
23.60 46.99
Persons
25-54
Network A Season Premiere Program
10-1059pm
(1, 60)
Network B |
9:45PM-9:59PM
(1, 14)
3.69 9.35
Persons
25-54
Network A Season Premiere Program
10-1059pm
(1, 60)
HUT/PUT Viewing Source |
9:45PM-9:59PM
(1, 14)
72.64 8.77

HOW TO READ
In this example, 23.60% of those who tuned in to the Premiere were already
on my network leading in to the premiere. 3.69% came from my competitor
Network B, and 27.36% had their sets turned off before my premiere started
indicating they may have turned on their sets specifically to tune in to
the premiere.

NOTE – To find general insights, build this example across multiple telecasts.

For recommended Nielsen U classes, please refer to the end of this newsletter.


 
   NPOWER Tip
 
Software Tip

Remember, when working with the Measurement Interval screen on program
based reports, there is the option to automatically select the entire season
of a program. Look for the Avg Type tab to the right of the calendar.

•   Season Premiere to Date includes all telecasts from the Season Premiere
     to the most recent telecast.
•   Season to End of Interval pulls all telecasts from the Season Premiere
     to the end date entered in the Measurement Interval Screen.
•   Premiere to Date pulls all telecasts from the most recent Premiere episode
     to the most recent Telecast.



 
   Nielsen U Classes
 
Nielsen U Classes

NPOWER: Reach and Frequency 101

NPOWER: Reach and Frequency 201

NPOWER: Segmentation 101

NPOWER: Segmentation 201

Have you browsed our library lately?
We are constantly adding new classes and content. Recently, we have added content that focuses on: VOD and Non-Linear Breakouts, Cross Platform Reporting including Simultaneous Duplication, Streaming, and Time Spent.
Visit the Client Learning Site.

 
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We welcome your ideas, comments, feedback, and suggestions.
Contact us at CLS Response Team.
 
 
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