After the audit of the out of home measurement system, MOC TV achieved this 2022 audit program, through the audit of the Nielsen At home TV audience measurement system. The conclusions and recommendations were presented by CESP on January 11th and 12th in Warsaw.
Following an audit of the OOH audience measurement system, the results and recommendations of which were announced in December last year, MOC TV (an association of television broadcasters) commissioned an audit of Nielsen’s in-home television audience measurement. The audit was carried out by CESP – an international audit company that specializes in media measurement audits.
Below are the conclusions and recommendations presented by the auditor.
CESP considers as satisfactory in particular:
- The sample design of the establishment survey based on a stratification and a random selection of the interviewees aligned with the international guidelines
- The enlargement of the panel for the accuracy of the results and in the context of measuring TV program and video on all the devices (smartphone, computer, tablet)
- The active panel management
- The accuracy of the peoplemeter
Moreover, CESP auditors pointed out areas of improvement on some methodological aspects:
- Nielsen’s stronger involvement in third-party control of the Establishment Survey process
- The extrapolation of the panel results strictly on the population under measurement by excluding of the universe of extrapolation people living in retirement homes, jails…
- CESP recommends conducting an analysis to identify the current characteristics that impact the TV viewing, then designing the control of the panel according to these characteristics and tracking strictly the potential gaps between the panel structure and these objectives
- Excluding the few households that seem to be not recruited some years ago according to the Nielsen procedures
Olivier Daufresne concluded this audit saying: “CESP was very pleased to support the media industry with this 2022 audit program covering all the components of the Polish TV measurement. This last audit highlights the quality of Nielsen at home TV audience measurement system. I was personally impressed by the efficiency of the panel management team and the accuracy of the meter. Our Scientific Committee identified actionable recommendations that we will be pleased to support the deployment for the optimization of the full system of At Home + Out of home measurement.”
Przemyslaw Broniszewski – MOC TV Board Member said: “MOC TV is very satisfied that the audit successfully finished and there is a lot of content and knowledge to improve and develop in-home panel in the near future. We assume that the next steps will be also combining all data and conclusions from the all previous audits. So we could to develop and plan all important steps to improve Nielsen in-home panel, but also Gemius out-of-home data and the fusion mechanism.”
Agnieszka Gosiewska – Managing Director Nielsen: “I am glad that once again the results of the audit indicate that the data we provide is prepared with the utmost care and according to international standards. This gives the market confidence that it makes decisions based on reliable and credible data. Together with the market, we will make decisions to further improve our measurement and expand it with additional channels.”
