CANNES — Media measurement panels may get a bad rap in an era of refined data acquisition.
But Nielsen thinks they can help increase diversity in the counting.
In this video interview with Tameka Kee for Beet.TV, Jamie Moldafsky, Chief Marketing & Communications Officer, Nielsen, explains her thinking.
“We are the most diverse we’ve ever been and we’ll continue to be more diverse,” Moldafsky says. “One of the most important things to Nielsen is making sure that every voice is counted, whether it’s in content or in advertising.
“So we augment big data with panels, and those panels are really a hundred thousand individual consumers. That lets us know that we’re not letting anyone escape, that we’ve got everybody captured.
“We understand the behaviour really at an individual level and make sure we validate the big data. It’s so important because so many of our consumers are engaging in so many diverse activities that we want to make sure all are included.”
In March, parent-company Nielsen Holdings plc agreed to be acquired by a number of private equity firms for $16 billion.
The company has been rolling out its Nielsen ONE suite to provide cross-platform measurement including deduplicated reach and frequency, cross media for ads and content.
It is also hoping to gain re-accreditation for TV measurement with the MRC.