Marketing

Nielsen Kicks Off Client Meeting

3/15/2005 7:00 AM Eastern

Nielsen Media Research opened its three-day client meeting in Miami Tuesday with presentations regarding digital-video recorders and viewing by college students.

The first day of the confab included presentations on time-shifted viewing. Nielsen -- which will include homes with DVRs in its national sample next January -- offered details about its delivery schedule for live, same-day and “Live Plus” ratings data, as well as the availability of time-shifted data in its reports.

CBS executive vice president of research and planning David Poltrack presented findings from the “Tiffany Network’s” research on the use of DVRs and video-on-demand.

Finally, Nielsen reported on its “Extended Home” study, which looked at viewing by college students in any living situation, whether on- or off-campus, and viewing in second homes owned by the sample household.

Early results showed that college students had an average 221 viewing minutes per day in their extended home locations and contributed 21% of all viewing from their home during the months they were away at college.

More than 300 representatives of Nielsen’s client groups -- cable, broadcast, syndicators, ad agencies, advertisers and sports marketers -- are attending the meeting.

October