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 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 Next Gen Cision Communications Cloud collects Audience and Ad Equivalency data, and the differences in the way this data is reported from other media types. As there may be particularities for your region, Click here for Canada and Click here for the United Kingdom.

Before understanding more about what data is reported in the platform,  it is often helpful to know where you will 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 Local Audience. In cases where only National Audience data is reported, there will be no Local Audience data. 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 in 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 then further 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 airtime that the clip was shown. 

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

• 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 then further broken out into Local and National Audience data. Ad Equivalency will report the cost of running a 30 SECOND ad during the airtime that the clip was shown.

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 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.

We do this for speed of providing actionable results and metrics, rather than waiting a significant time for surveys of viewership to be completed. We therefore strive to emit 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 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. TVEyes also has its own Ad Equivalency metric. While we pass along the direct cost, TVEyes does additional calculations for their Ad Equivalency metric and it 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 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 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 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

Radio listenership is an estimation of audience from Nielsen pulled from their latest Radio Market Report. Estimates reported for dayparts which 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. If a radio station is not a subscribing station to Nielsen, then this value will not be provided.

Canada

For Canadian Broadcast, we are able to split-out the national and the local audience reach data.

National reach

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

Not all broadcast stations include national values, but for programs that are 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 be different in comparison to 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 it is an average of national broadcast reach applied over a period of a month. This equalizes the reach value as opposed to having it relay the value over a single point of time. This rolling-average will change over time, and present the broader trend in reach value changes occurring on an outlet overtime. With this new calculation, the Ad Equivalency metric may display as higher when there is national ad value reach to display. 

Local reach

As mentioned above, Cision broadcast monitoring in Canada will show the national value as well as a local value 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 frequency of the update). 

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: $)

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: $)