At the 2017 ARF Audience Measurement Conference, The ATSG’s Jonathan Steuer suggested the concept of labeling data sets, in a similar way to food nutrition labels, as a way of helping data users understand the pros and cons of different data sets in a simple way.
There are various initiatives that arose from this suggestion, including an ATSG focus on labeling TV measurement data sets. These data sets have proliferated: TV measurement data was once available only via dedicated measurement services (people meter panels, set meters, diaries) but the last decade has seen the introduction of multiple services from return path data sources such as set top box data and smart TV. Services vary in terms of sample sizes and coverage, and there are differences in metrics reported (eg devices/homes/people) and granularity of data. These data sets are often matched with advanced target data for planning and attribution purposes, and the quality of results obtained is determined by factors such as coverage, granularity and sample size. With these and other considerations in mind, the ATSG has created two data label formats – summary and detailed.
Summary Data Label – Download now
Detailed Data Label – Download now
First-Party Advanced Audience Data: Considerations and Guidelines
The use of first-party data is increasing in the linear TV advertising marketplace, for planning and activation. This document discusses key aspects that need to be considered when using these data in national linear TV deals.
Guidelines for Advanced Target Linear TV Deals
On April 4, 2017, the ATSG announced that it had created guidelines for the use of advanced targets in linear TV and a detailed specification of calculation methodologies for managing advanced audience segments, to ensure marketplace consistency for buyers across media owners.
Calculation Principles Document
This document gives methodological instructions for Universe, Impressions and Ratings Calculations for Advanced Target Deals. This is a fairly detailed document designed to ensure that audience calculations are consistent and transparent.
ARF – Audience Measurement 2017 Presentation
The ATSG work was highlighted at the recent ARF AMS Conference in a presentation titled “Order Out Of Chaos – Advanced Targets for Linear TV”.
Comparison of Alternative Advanced Target Reporting Methods
The group recently created a paper that examines alternative approaches to the issue of latency in audience estimates for advanced targets.
Pre-defined Advanced Targets
The Group has defined a set of 110 targets based on syndicated Nielsen databases (Nielsen/GfKMRI Fusion, Nielsen Buyer Insights and Nielsen Catalina Solutions (NCS). These targets are category-specific rather than brand-specific and are designed to provide some standardization around some much-used but loosely defined concepts such as “movie-goers” and “auto-intenders”. These targets are not prescriptive in any way: the ATSG recognizes that there are other advanced audience definitions that may be more relevant for an advertiser but these are intended to provide a useful start point for discussion and a benchmark for plans based on other audience definitions from other sources.