Broadcast Audience and Ad Equivalency Information

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Modified on: Tue, 22 Nov, 2022 at 10:57 PM

TVEyes Broadcast Audience and Ad Equivalency Information:

Broadcast monitoring in the Next Generation Cision Communications uses data from TVEyes to provide broadcast clips.

Broadcast Audience and Ad Equivalency data are extremely useful when understanding the impact of a broadcast occurrence. However, the nature of this data can vary based on market and media type. This document will broadly describe how the Next Gen Cision Communications Cloud collects Audience and Ad Equivalency data and the differences in how this data is reported from other media types. 

Before understanding more about what data is reported in the platform,  it is often helpful to know where to find these data points reported in your Next Gen Cision Communications Cloud. For most broadcast mentions in your platform, Audience data is reported for both the National Audience and the Local Audience. There will be no Local Audience data in cases where only National Audience data is reported. Ad Equivalency data is reported as the cost to buy a 30-second TV ad during the broadcast run time for the United States and 26$ per 1,000 viewers/listeners for Canada.  

Below are examples of how broadcast hits will be shown on the platform with related Audience and Ad Equivalency data.

From the Earned Media option under the Coverage tab,  Local Audience data will be reported as Readership and broken out into Local and National Audience data when using the expanded view for each hit.   Ad Equivalency will report the cost of running a 30 SECOND ad during the clip's airtime.

From clicking into the Total Mentions chart on the Analytics Dashboard, Local Audience data will be reported as Readership and further broken out into Local and National Audience data.  Ad Equivalency will report the cost of running a 30 SECOND ad during the clip's airtime. You may need to scroll further to the right to see this information among the many available metrics when using this view.

When clicking on the Outlet Name from the Total Mentions or headline from the Earned Coverage view, Local Audience data will be reported as Readership and further broken out into Local and National Audience data.  Ad Equivalency will report the cost of running a 30 SECOND ad during the clip's airtime.

General Facts About TVEyes Broadcast Data:

In all instances where the Next Generation Cision Communications Cloud presents Audience or Ad Equivalency data, this information was created before the airing occurred. Practically, that means that if you see a viewership number for a broadcast event in the Cision Communications Cloud, it’s meant to describe the typical audience of an airing rather than the specific audience of a given airing.

We do this for the speed of providing actionable results and metrics rather than waiting significant time for surveys of viewership to be completed.  We, therefore, strive to send transcripts as quickly as possible and attach the most relevant available at the time the clip is aired.

In some instances, you may notice discrepancies between the audience measurements which TVEyes have transmitted over a data feed and the audience measurement displayed on the platform. Usually, this is because TVEyes has received new data in the intervening time between when transcript data was transmitted and when an end-user clicked to view the clip. TVEyes also has its own Ad Equivalency metric. While we pass along the direct cost, TVEyes does additional calculations for their Ad Equivalency metric, which will not match ours in the system. 

Ad Equivalency Information:

When analyzing Ad Equivalency data, it is important to understand that this metric represents:

Audience Information by Country:

United States

Broadcast clips from the United States have the richest available metadata in the Communications Cloud. Audience data is divided into three types: Local Viewership, National Viewership, and Cable Viewership.

Local Audience

In the United States, local audience data describes the number of people and households in a given market who watched a show which aired in that market. This data is provided by Nielsen and is derived from their NSI data product.

To produce this dataset Nielsen combines data from automated tracking with viewer diaries to produce Viewer data and Household data regularly (typically every other week). We extract typical audience measurements based on station/daypart from this dataset.

National Audience

In the United States, national audience data describes the number of people and households who watched a nationally syndicated program airing.

To produce this dataset Nielsen combines data from automated tracking with viewer diaries to produce Viewer data and Household data regularly (typically every other week). We extract typical audience measurements based on station/daypart from this dataset.

Because this data describes broadcast events, the persons and households measured partially overlap with Local Audience figures. For Example: When “Today” airs in New York on WNBC, it is simultaneously broadcast in many other DMAs. Still more DMAs in the west air the program on a delay. Each of these airings would have its local audience figures, which describe how many people in that DMA watched the show. In addition to these Local Audience measurements, there would also be National Audience measurement which describes how many people cumulatively in the United States watched that airing.

Generally, it’s not sufficient to say that a National Audience measurement equals the sum of all the Local Audience measurements. The reason is that the National Audience measurement includes persons and households not residing in one of the 210 Nielsen DMAs.

It’s important to note that this dataset does not describe the measurement of programs airing on non-broadcast stations, such as those distributed by Cable and Satellite.

If both Local and National data are collected, what do I see in Cision?

Within the profile for a broadcast mention, you will see both Local and National Audience Reach data unless only National data is available for the broadcast.

Cable Audience

In the United States, Cable audience data is presented in the same format as National Audience measurements, albeit in a specifically named field. Cable Audience measurements describe the number of people and households who watched a given airing of a show in the United States.

To produce this dataset Nielsen combines data from automated tracking with viewer diaries to produce Viewer data and Household data regularly (typically every other week). We extract typical audience measurements based on station/daypart from this dataset.

For cable programming, The Communications Cloud will not provide Local Audience measurements in which local viewership of cable programming is measured.

Radio Audience

Radio listenership estimates the audience from Nielson pulled from their latest Radio Market Report. Estimates reported for dayparts that start and end between 12m and 5a are based on the 5a-5a broadcast day. Estimates for all other dayparts are based on the 12m-12m calendar day. This value will not be provided if a radio station is not a subscribing station to Nielson.

Canada

For Canadian Broadcast, we can split out the national and the local audience reach data.

National Reach

This value is now an average of the national broadcast reach machined to summarize the total potential reach for a broadcast program syndicated across multiple regional stations. 

Not all broadcast stations include national values, but for programs distributed to multiple regional affiliates, providing a summarized view of total reach is preferred and provides stronger value to customers, especially those targeting national news outlets.  

When applicable, your dashboard will show national reach instead of local reach in widgets that include “Total Readership,” – showing you the full spectrum of your broadcast coverage.

Canadian national reach will differ from other regions monitored for broadcast as the metric is no longer static. We receive viewership metrics from Numeris, which we then pass to TVEyes, who then passes them back to us as part of their content feed. National Broadcast reach in Canada will change as time goes on, as the average national broadcast reach is applied over a month. This equalizes the reach value instead of having it relay the value over a single point in time. This rolling average will change over time and present the broader trend in reach value changes occurring on an outlet over time. With this new calculation, the Ad Equivalency metric may display as higher when there is a national ad value reach to display. 

Local Reach

As mentioned above, Cision broadcast monitoring in Canada will show the national and local values where available. Local reach describes the number of viewers that watch/listen to a show at a certain time on a specific station. This is calculated as an average in the last X weeks (based on the update frequency). 

United Kingdom

The platform receives research data from a provider through Reach Value Data in the United Kingdom. In The Communications Cloud, Reach Value data provides a single baseline value that describes the overall reach of a station along with a typical cost of advertising. This type of audience estimate data better describes the reach of the station on which the content aired than the content itself. Practically, however, the station audience is typically a good proxy for the content audience. It is useful for estimating cumulative audience and sorting results by influence. Reach Value Data describes: Reach Reach is the number of persons that the television or radio station can reach with its distribution Value Value describes the typical cost of a 30-second ad spot. In addition to a numeric value, a Unit and Symbol are also provided. (IE: Value:1225, Unit: CAD, Symbol: $)

The platform receives research data from a provider through Reach Value Data in the United Kingdom. In The Communications Cloud, Reach Value data provides a single baseline value that describes the overall reach of a station along with a typical cost of advertising.

This type of audience estimate data better describes the reach of the station on which the content aired than the content itself. Practically, however, the station audience is typically a good proxy for the content audience. It is useful for estimating cumulative audience and sorting results by influence.

Reach Value Data describes:

• Reach
  Reach is the number of persons the television or radio station can reach with its distribution.
• Value
  Value describes the typical cost of a 30-second ad spot. In addition to a numeric value, a Unit and Symbol are also provided. (IE: Value:1225, Unit: CAD, Symbol: $)

Note:This is only applicable for certain users