U.S. Nielsen Data Sources

Persons Cume Study

(PCS)

(Discontinued)

Mid-Minute

Respondent Data

(MMRLD)

All-Minute

Respondent Data

(AMRLD)

Agency cost (very rough and very unofficial estimate)

$$

$$$

$$$$

Date span included

4 weeks taken from Nov-Dec,

every 2 or 3 years

Continuous

Continuous

Nielsen subscription required

NTI

NTI

Respondent level?

YES

YES

YES

Enables daypart  / category analysis and optimization

Yes

Yes

Yes

Enables customization of daypart definitions

NO

Yes

Yes

Enables analysis or grouping of individual programs

NO

Yes

Yes

Demographics

Age breaks

Any age group

Any age group

Any age group

NAD breaks

Any NAD breaks, in any combination

Any, in any combination

Any, in any combination

Persons are identified by household ID #

(This is needed to group persons by household, or to match with imported data such as MRI fusion, online fusion, Catalina or Nielsen Spectra)

NO

Yes

Yes

Respondents are identified by market

Yes, for top 128 markets (2008)

(ONLY if the local supplement is purchased from Nielsen)

Only if in an LPM market

NO

(but TView permits this for LPM markets if you subscribe to both MRD and ARD)

Can evaluate a single market

Yes, in LPM markets

(ONLY if the local supplement is purchased from Nielsen)

Yes, for LPM markets only

NO

(but TView permits this for LPM markets if you subscribe to both MRD and ARD)

Can evaluate within a group of markets

Yes

(ONLY if the local supplement is purchased from Nielsen)

Yes, for your choice of LPM markets,

or for pre-defined market ranges 1-10, 11-25, 26-49, 50-99 and 100+

Pre-defined ranges only

(but TView permits your choice of LPM markets if you subscribe to both MRD and ARD)

Time Zone

NO

Yes

Yes

Videogame, Macs, PCs, tablets, iOS, Android, DVD, DVR, cell, landline

NO

Yes

Yes

Presence of children by age groups

Yes

Yes

Yes

HOH education, occupation, ethnicity

Some

Yes

Yes

Cars, trucks, own/prospect

No

No*

Yes

Domestic/foreign vehicle

No

No*

Yes

Cat, dog

No

No*

Yes

Long distance carrier

No

No*

Yes

Home: own/rent, secondary, sing/mult/mobile

No

No*

Yes

Personal language (Eng/Span)

Yes

Yes

Principal shopper

No

No*

Yes

Movies (principal/freq/avid)

No

No*

Yes

Personal education

No

No*

Yes

Personal occupation

No

No*

Yes

Personal relationship to HOH

No

No*

Yes

* some of these additional demos can be purchased from Nielsen separately

What Is Reported

Broadcast nets

Yes

Yes

Yes

Broadcast affiliate time period viewing

No

PBS only

Yes, all networks

Cable nets

Yes

Yes

Yes

Syndication

Yes

Yes

Yes

Spot / Local Dayparts

YES

NO

NO

Customizable time periods for dayparts

NO

YES

YES

Smallest unit of measure

14,000 mini-schedules (NOT individual programs) drawn from commercial minutes (ONE per HALF-hour), and categorized by time blocks and source, and in a few cases by program type or age skew

Mid-minute of every QUARTER-hour (or fraction: e.g., five minutes are reported for a 61 minute program)

All minutes

Commercials

Most of the reported positions are commercials

No information is reported on the content of the mid-minutes

All minutes are reported; each minute is identified by amount of its commercial, promo and PSA content

Delayed viewing

Live

Live+3 (in 2006 and 2008)

Live

Live+SD

Live+7

(but NOT Live+3)

Number of minutes of delay for each viewing session, from none to one week, starting April 16, 2007. Available for telecasts only, not time periods.

Program genres?

Many for syndication, only a few for broadcast and cable

Yes

Yes

Specific weeks?

No

Yes

Yes

Individual programs?

No

(with a few exceptions)

Yes

Yes

Individual telecasts?

No

Yes

Yes

Pre-unified weights available

Yes, the full cume study period

Weeks, SBMs, quarters only

Weeks, SBMs, quarters only

Cume potential

Only collects viewing at selected minutes.

All viewing:  Potential is boosted by larger number of minutes (possible viewing opportunities), program start/stop offset times, channel switching

Software Tools

Included by Nielsen along with study

PCS A La Carte

(created by SHS for Nielsen, and provided by them to users through PCS 2006)

None

None

TView supports ALL of these sources in a single system, with a single design and user interface

TView

TView

TView