Nielsen's New Wearable Meter Looks To Tap 'Lower Compliance' Panelists

New “wearables” will help Nielsen modernize its portable people meter (PPM) to be used as support for the upcoming Nielsen One service, its all-encompassing cross-media measurement platform.

Some 3,000 of these smaller wearables will be a “subset” of nearly 60,000 active PPM panelists, according to the company. PPM has been …

1 comment about "Nielsen's New Wearable Meter Looks To Tap 'Lower Compliance' Panelists".
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  1. Ed Papazian from Media Dynamics Inc, August 5, 2021 at 1:16 p.m.

    Wayne, if the "gloves" do not require their wearers to indicate whether they are "watching" whatever program content the devices identify as being on-screen we still have the same problem as with the PPM, namely "viewing" is assumed---not measured. This may not be so bad for high involvement dramas seen at home on regular TV sets but its highly problematic when the device thinks that a person is "viewing" out-of-home content---say at a bar on in a hotel room. And this assumption---inherent in the PPM system---- is especially inflationary for commercials at all locations---OOH in particular. Poor Nielsen, it gets beat up because it "understated" viewing by 2-5% during the pandemic's first year but nobody seems to care that it consistently overstates "average commercial minute viewers" by about 100-150%  by assuming that unless told otherwise---which almost never happens---that folks are "watching" the commercials.. Sometimes you just can't win.

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