Nielsen research almost always shows that buying advertising on television, print and radio media is experiencing an increase. However, if dissected further, the increase in the purchase of advertising goods may not indicate a growing industry. On the contrary.
Before saying further, it’s time to equate perceptions of how the Nielsen research company measures the purchase of advertising goods and ratings. For those two matters, Nielsen worked on two different studies. First, Intel Advertising (AD Intel), which measures the purchase of advertising goods. Second, TV Audience Measurement that measures the rating and audience-share of TV stations and programs.
For the united one, Nielsen calculates each ad spot on 15 national television, 99 newspapers, 120 magazines and tabloids, and 104 radio stations. A place is called advertising when it displays commercial information from both the private sector and the government (public service advertisements).
Confusion is present when saying about sponsored content, especially in newspapers. Brands that believe regular advertising will not be read by consumers nowadays, often creating content that contains sponsored messages. The name is various. Some call it branded content, inforial, advertorial, and so on.
“There are still markers in the form of advertisements or ads, we count them as ad spots,” said Hellen Katherina, Media Director of Nielsen Indonesia in her office, Mayapada Tower, Jakarta.
Meanwhile, TV Audience Measurement was carried out in 11 cities in Indonesia involving a panel of 2,273 locations living on stairs. Each area where the stairs are attached is a tool that has the name People Meter, including a decoder that records data and remote control to reply to questions/surveys.
Hellen explained, when families, whether individuals or groups inflame television, a question on the decoder screen also appears: ‘Who is watching at this time?’ Family members must reply by reducing the buttons listed in the remote.
For example, use 1 button for father, button 2 for use for mother, button 3 for use for a first child, button 4 for use for a second child, and so on matches the number of family members recorded by Nielsen. If all families witness an event, keys 1 to 4 must be pressed.
All data is recorded and sent to the Nielsen server. The data can be presented in the smallest unit format, minute. Not surprisingly, there is the term minute-by-minute rating aka rating based on how many people watch the show in 60 seconds.
Usually, the minute-by-minute rating is beneficial to see how many viewers watch an ad that is broadcasting one of the program sequences because of the average commercial ad on 15-30 seconds television.
However, not infrequently, the owners of television programs want to know the performance of the shows past the minute-by-minute rating. This is useful to examine when the moment (program) feels a high surge in grade.
The factors can vary. However, what is very often a personal factor is being shown on the program. For example, on the Indonesia Lawyer Club (ILC) live broadcast program, when famous lawyer Hotman Paris spoke, the rating for the minute had risen.
That is, not a few spectators sucked in his attention when Hotman squealed his voice. Both from the beginning the program was running, as well as new viewers who accidentally reduced the station’s channel. Not surprisingly, the opinions of sensational people like Hotman Paris often appear at the end of the program to hold viewers from moving to other stations and stay tuned on that tv show.
“The rating will give a fair comparison, which is to match program performance in many watches. Because, the divider is consistent, namely tv population or television audience population, “Hellen said.
The program rating that airs at prime time is often much more excellent. Because, from 6 pm to 10 pm that night, all family members were at home.
While the divider share channel is the number of television viewers at that hour or called TV audience. The channel share is used to see how many viewers watch program A when compared to B during the same broadcast time.
“Usually, advertisers see a rating or sales rating point. So, they dig programs with a rating of 20% in the population of up to 1,000, “he said.