Broadcast Metrics

Modified on: Fri, 24 Feb, 2023 at 3:57 PM

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TVEyes Broadcast Audience and Ad Data

Broadcast monitoring in the Cision Communications uses data from TVEyes to provide broadcast clips and meta data.

Broadcast Audience and Ad Value data is extremely useful when trying to understand the impact of a broadcast occurrence. However, the nature of this data can vary based on market and media type. This document will describe, broadly, how the Cision Communications Cloud collects Audience and Ad Value metadata, and the differences in the way this data is reported. 

Before understanding what data is reported in the platform,  it is often helpful to first note where you will find these data points reported in your Cision Communications Cloud. For broadcast mentions in your platform, Audience data is reported as Audience Reach (1) while Ad Value is reported as Publicity Value (2).

Broadcast Metrics

General Facts About TVEyes Broadcast Data

In all instances where the Cision Communications Cloud presents Audience or Ad Value data, this information was created at a time prior to when 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.

The reason for this is that Cision customers don’t want to wait until a survey has been completed to find a search result. We therefore strive to emit transcripts as quickly as possible and attach the most relevant metadata 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 in 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.

When analysing Ad Value, which is reported as Publicity Value in the Cision Communications Cloud, it is important to understand that this metric is different from Ad Cost:

  • Ad Cost reflects the costs to run a 30-second spot in a given market
  • Ad Value reflects the value of the ad to the advertiser. This is because in situations where earned-media is involved, the cost was 0, and the value is what’s important. Since there must be a delta between the cost and the value (otherwise there would be no market for advertising) In most cases The Communications Cloud will present ad value at a fixed factor of 5 * (AdCost)

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 of data: 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 in order to produce Viewer data and Household data on a regular basis (typically every other week). From this dataset we extract typical audience measurements on the basis of station/daypart.

National Audience

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

To produce this dataset Nielsen combines data from automated tracking with viewer diaries in order to produce Viewer data and Household data on a regular basis (typically every other week). From this dataset we extract typical audience measurements on the basis of station/daypart.

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 their own 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 is equal to 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 which are distributed by Cable and Satellite.

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

Within the profile for a broadcast mention, you will see Local Audience Reach data unless only National data (and not local data) is available for the broadcast.

Local not national

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 in order to produce Viewer data and Household data on a regular basis (typically every other week). From this dataset we extract typical audience measurements on the basis of station/daypart.

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

Radio Audience

At present, the Cision Communications Cloud platform does not provide audience information for Radio Stations in the United States.

Local Ad Value

In the United States, local ad value is derived from data provided by SQAD as part of their SQAD-TV dataset. SQAD performs surveys in order to determine a typical cost of advertising. In the case of Local Broadcast TV, these surveys provide pricing data on a station/daypart basis. The price is expressed as a Cost Per Point (CPP). The CPP value is then applied against the measured local audience data from Nielsen and comes up with a cost.

The formula for this is simply: Ad Cost = {CPP Ad Cost} * {Share Points Earned}

Converting Ad Cost into Ad Value is a matter of applying a customer/industry specific multiplier of your choosing.

National Ad Value

In the United States, National Ad Value is derived from data provided by SQAD as part of their Media Market Guide – National dataset. In the case of National Broadcast TV, these surveys provide pricing data on a station- category/daypart. The price is expressed as a Cost Per Mil (CPM). The CPM value is then applied against the measured local audience data from Nielsen and comes up with a cost.

In the United States, National Ad Value is derived from data provided by SQAD as part of their Media Market Guide – National dataset. In the case of National Broadcast TV, these surveys provide pricing data on a station- category/daypart. The price is expressed as a Cost Per Mil (CPM). TVEyes then applies this CPM value against the measured local audience data from Nielsen and comes up with a cost.

United Kingdom

In the United Kingdom, the platform receives research data from a provider in the form of Reach Value Data. In The Communications Cloud, Reach Value data provides a single base-line value which 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, we find that station audience is typically a good proxy for content audience. It is useful for estimating cumulative audience as well as sorting results by influence.

Reach Value Data describes:

  • Reach
    Reach is the number of persons which 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: $)

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