1THE NIELSEN COMPARABLE METRICS REPORTCopyright2017 The Nielsen Company
THE NIELSEN
COMPARABLE
METRICS REPORT
Q3 2016
THE COMPARABLE METRICS SERIES | Q3 2016
2THE NIELSEN COMPARABLE METRICS REPORT
Welcome to the Q3 2016 Nielsen Comparable Metrics Report! This is an in-depth
study of users and usage – averaged across the U.S. population – with the purpose
of aligning methodologies and metrics to display an “apples to apples” view of
consumption across TV, Radio, TV-connected devices, PCs, Smartphones, and Tablets.
The core purpose of this report is to address three basic concepts equally applicable
to all categories of media measurement: how many, how often, and how long.
HOW MANY is commonly displayed in TV as
Reach
, in Radio as
Cume
, and in digital
as
Unique Audience
, but they are all synonyms. This is simply the number of adults
who use a given platform or content type in an average week.
HOW OFTEN is expressed as the number of days per week that those adults access
said platform.
HOW LONG is a measure of the time spent engaging with each platform. This is
displayed both in raw terms as Gross Minutes and also as Average Audience, which
is defined as the number of adults engaging with the platform in an average minute
during the week.
In Q3 we continue to see the effects of crediting enhancements to the mobile panel,
specifically with regards to the time spent metrics (all of the “How Long” section plus
Mins/Day (Users) under “How Often”). In August 2016 a legacy crediting rule on
Android devices that capped usage at 30 minutes was removed, so now if a panelist
uses an app or visits a website for more than 30 minutes at a time the entire length
of the session is now credited. This change also went into effect for iOS devices in
March 2016.
All of the findings were derived from the best available data in the reporting periods
of June 27 – September 25, 2016 and June 29, 2015 – September 27, 2015. As a result
we can compare and align metrics with The Nielsen Total Audience Report, allowing
the two reports to be used concurrently to gain a better understanding of trends in the
marketplace.
WELCOME
3THE NIELSEN COMPARABLE METRICS REPORTCopyright2017 The Nielsen Company
AVERAGE AUDIENCE COMPOSITION
Q3 2016 AVERAGE AUDIENCE COMPOSITION BY PLATFORM
ADULTSP18-34 P35-49 P50+
43%
28%
36%
54%
18%
3%
8%
14%
3%
18%
17%
18%
6%
11%
11%6%
9%
9%
20%
29%23%
4% 5% 6%
AUDIENCE AMONG ADULTS 18+
TO TV AMONG P18-34
IS SPENT LISTENING TO RADIO
TVRADIOTV-CONNECTED DEVICES
(DVD, Game Console, Multimedia Device, VCR)
PCSMARTPHONETABLET
4THE NIELSEN COMPARABLE METRICS REPORT
HOW MANY
WEEKLY REACH (% OF POPULATION)
51%
87%
92%
43%
49%
82%
37%
76%
93%
52%
42%
91%
37%
89%
95%
56%
95%
56%
27%
93% 92%
32%
49%
69%
P35-49 P50+ ADULTS P18-34
AND PCS THAN P18-34
TVRADIOPCTV-CONNECTED
DEVICES
SMARTPHONETABLET
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