Think Like a Network - Measure Audience, Evaluate Success and Improve Performance

– THINK LIKE A NETWORK –
What’s your Nielsen rating?
Know your market and delight your audience through data
Ken Kolodziej | (617) 888-4080 | twitter @kenkolodziej
Thursday, May 22, 14

Networks have been using Nielsen ratings for decades to:
• Measure audience
• Evaluate success
• Improve performance
The questions haven’t changed, but the way success is measured has…
Keeping up with the Nielsens

– 2013 SOURCES –
TV, DVR, web, etc…
115.8 million
households with TV
20,000
households in sample
(.02% of the population)
– 1977 SOURCES –
TV only
71 million
households with TV
1,200
households in sample
(.002% of the population)
A changing world…
As the complexity of our world has increased,
so has the sophistication of Nielsen measurements

…and auto is no exception
Our world in automotive has increased
in complexity as well:
• We need better tools and data to know:
• Who our customers are
• What our customers respond to
• Where our customers are
• So we can…

What’s your
Primetime?

Not your Father’s primetime…
Broadcasters know that their
audience has shifted:
• Live / broadcast TV
• DVR
• Internet (video, Twitter)
Dealers know the same about
their customers:
• Traditional media
• Digital advertising
• Social media
• Multi-screens

Nielsen is responding
To give networks and advertisers a better picture, Nielsen is now counting
DVR (Live+3, Live+7), Twitter, mobile devices, web-linked TVs, and more

How are you responding?
Dealers need their “Nielsen ratings” to help get better intelligence:
• Google Analytics
• Social media metrics
• Market share
• Demographics / psychographics

How do you determine YOUR primetime?

How do you take advantage of YOUR primetime?
What are peak hours for visits to dealer sites?
• Desktop: 9 AM to 5 PM
• Mobile/tablet: 8 AM to 10 PM
What hours tend to see the most conversions?
• Form submissions: 10 AM to 4 PM (desktop)
• Mobile clicks to call (sales and VDPs): 1 PM to 6 PM
Know your metro:
• “Work in Manhattan, buy in New Jersey”
* From study of GA data from 15 dealer sites over 6-month timeframe

Who’s your demographic?

Why demographics matter
For a TV network, it’s all about selling advertising to generate revenue
• To sell advertising, networks need viewers
• Getting viewers requires programming that speaks to an audience
• Speaking to an audience requires knowing your audience

Targeting messaging
Networks often try to target
a speciﬁc demographic with
programming tailored to them.
Targeting shows help
sell targeted advertising
Ever watched a show and
thought, “Man, this is awful”?
(It could just be a crappy show)
But you could also not be
in the target demographic…

However, sometimes networks will hit the jackpot by appealing to the masses
Knowing the formula
NCIS #2Show on TV
35 millionWeekly viewers (Live+7)
200+Territories licensed
around the world

NCIS: What’s the formula?
• Boy-ishly appealing star
• Short dialog; crimes on
the lighter side
• Lots of “safe” humor
• Self-contained episodes
(good for syndication)
Knowing the formula

Dealers don’t need to appeal to the masses
The good news: You don’t need to appeal to everyone
• Data exists today to pinpoint who your customers are in your DMA / PMA, ZIP by
ZIP, and household by household
• Boston DMA example of new BMW owners:
ZIP: 01776 ZIP: 02062
Average income $184,000 $175,000
Channel Email (3:1 vs. Direct Mail) Email (3:1 vs. All others)
Advertising receptivity Newspaper (Over others) Traditional + digital
Targeting
Brand strength, service,
relationships
Incentives, endorsements

Know YOUR formula
• Armed with information
like this, you can hone
the formula for your
customers, ZIP by ZIP
• Relevant messaging
means more relevant,
and engaged, customers

What are your “ratings”?

The myth of numbers
Numbers only tell part of the story:
There have been lots of shows cancelled – or almost cancelled – because of bad
ratings that were brought back…
• Star Trek: The Original Series
• Arrested Development
• Family Guy
• Futurama

What’s the most tweeted
about show on television?

The power of niche audiences
Huh?
RATINGS ARE SO-SO…
3.3 million per episode vs
17 million / 35 million for NCIS!
However, the mid-season ﬁnale generated:
70,000 tweets per minute and
dominated 50% of conversations
about TV that evening!
The Tweens have spoken!

Back to quality
As dealers, we always have numbers thrown at us
• Think PPC, with impressions
and click-throughs being
popular metrics
• Or VDPs as a measure of
website effectiveness
• These can be good indicators
of exposure, but it’s important
to dig deeper:
• Bounce rate
• On-site engagement
• Conversion rate

The results may surprise you...
Adjusting ad spend based on opportunity...

Who’s your competition?

The concept of “share”
A key input to a Nielsen rating is “share”
• Percentage of people watching TV that are watching a particular show
Competition is changing:
• As we saw: networks pushing Nielsen to add internet-based channels
• Networks “know” their competition is changing and that they need to evolve

Looking at data
Conventional
wisdom doesn’t
have to prevail!

Looking at data
Conventional
wisdom doesn’t
have to prevail!
You might be surprised
to learn that your
biggest competitor
is someone you never
guessed!

Pop quiz, hotshot!
What are the top three Jeep
Wrangler 4-door cross-shops?

Surprised by the answer?
The Ford F-150 and two sedans!

Putting it all together…
Not spending
much here…

Not spending
much here…
…but a lot of my
brand being sold.

Now layer on
demand and
demographic
data…

Market hot pickup
in farmland and
foothills…

…and compact
hybrid in upscale
urban areas.

Conclusion
As dealers, we can act more like networks!
• Let’s use the tools and data at our disposal
to see:
• Who our customers are
• What our customers respond to
• Where our customers are
• So we can:

Question recap:

1. What’s your primetime?

2. Who’s your demographic?

3. What are your “ratings”?

4. Who’s your competition?

Think Like a Network - Measure Audience, Evaluate Success and Improve Performance

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