NIELSEN ONLINE RATINGS METRICS
GUIDELINES
The purpose of this summary is to provide some guidance on the following:
•
What is included in the Nielsen Online Ratings suite
•
Key metrics to use
•
Sourcing guidelines
Nielsen Online Ratings incorporates the following reporting:
1.
Monthly hybrid audience and demographic data for website (surfing) and video
(streaming) content. This uses our hybrid methodology which combines both census
tagged data and panel based date from home and work panel (computer only). The
hybrid process enables us to account for the differences we see in total census page
impressions and our home and work panel data and we can extrapolate to report total
market metrics. The Nielsen panel has been independently audited and accredited and
the hybrid data has been endorsed by the IAB with the support of the MFA and AANA.
2.
Overnight traffic data for tagged sites is available through Domestic Market Intelligence.
This can be analysed by day, state and device including computer, mobile and tablet.
For more information, please contact your Nielsen representative or visit,
www.nielsen.com/au/measurement-revolution
Copyright © 2015 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.
KEY METRICS
KEY METRICS
Unique Audience
Reach %
HYBRID
User Sessions
Time Per Person
Page Views
Stream
MARKETING INTELLIGENCE
Sessions
Page Impressions
Average Daily Unique Browser
Device
DEFINITION
The total number of unique people (de-duplicated) that visited
a site at least once during the specified time period. This metric
has been hybridised using tagged census data to capture access
from locations outside home and work. When website and
mobile content is tagged the UA includes access from mobile
and tablet. (This does not include tablet applications).
Percentage of all active people aged 2+ that visited the site,
used the application or watched the video stream.
A user session is defined as a continuous series of URL
requests. Logging off or 30 minutes of inactivity of the active
screen ends a session.
The average time spent on a site per user. This metric is only
measuring the tab in focus.
The total number of times a web page is requested by a user
and fully downloaded. Where a site is tagged in Market
Intelligence (MI), the hybridisation process adjust the census
page impressions to remove things like auto-refresh and nonstandard events (e.g. photo galleries). Non-tagged sites are also
generically adjusted by the hybridisation process.
Number of streams viewed. One continuous user requested
piece of video content or video content segment often
presenting the opportunity to see an ad.
Total number of times Unique Browsers return to a site, having
left for 30 minutes. Site based sessions is a lead metric that can
be used for any time period.
Total number of web pages successfully loaded and viewable
from all devices and locations within the selected reporting
period. Includes auto-refresh and non standard events, like
photo galleries, for complete inventory.
Key unique browser ranking metric that reports the average of
daily browsers from all devices and locations that visited a site
within the selected reporting period.
Device reporting splits out domestic traffic by mobile, tablet,
computer and others for key metrics including average daily
unique browsers, sessions and page impressions.
For more information, please contact your Nielsen representative or visit,
www.nielsen.com/au/measurement-revolution
Copyright © 2015 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.
MONTHLY UNIQUE AUDIENCE
Hybrid Unique Audience numbers can vary more noticeably month-to-month for sites
below a 250,000 Unique Audience (UA). This is because the influence of small samples and
sample variability is proportionately greater the smaller UA is. Where this occurs it is
recommended to use either a three month average to smooth the variation or to review
site ranking in Market Intelligence for Average Daily Browsers or Sessions.
STATE REPORTING
User Sessions in Marketing Intelligence is the most accurate guide to leadership by state
for websites. Unique Audience in the hybrid state report is a good indication for relative
audience but sample limitations exist outside the major states.
DEVICE REPORTING
• Daily traffic data by computer can be found using device reporting in Market
Intelligence.
• Monthly Audience data from hybrid includes access by computer.
• Daily traffic data by mobile can be found using device reporting in Market
Intelligence.
msites can be viewed separately in “all sites”.
• Hybrid data does account for access from mobile devices when content is tagged.
• Monthly Audience Data is not available for mobile separately.
• Daily traffic data by tablet can be found using device reporting in Market
Intelligence.
• Hybrid data does account for website access from tablet devices when the
content is tagged. (this does not currently include tablet apps).
• Monthly Audience data is not available for tablet separately
MINIMUM SOURCING GUIDELINES FOR NIELSEN ONLINE RATINGS:
Nielsen Online Ratings – Hybrid, May 2013 (previously NetView, MarketView, Answers,
NetRatings or Online Ratings).
Nielsen Online Ratings - Hybrid Streaming, May 2013 (previously VideoCensus or Video).
Nielsen Online Ratings – MI, May 2013 (can also be called Market Intelligence).
For more information, please contact your Nielsen representative or visit,
www.nielsen.com/au/measurement-revolution
Copyright © 2015 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.