Online audiences don't just visit websites in a vacuum – they are real people with real lives and real families and they no longer consume media in a linear way. When Nielsen recruits people for a panel, we do so with their explicit permission, and that allows us to get to know them. We construct panels that statistically represent the census of the region, and this gives us (and our clients) unique context about consumer behaviour across a wide variety of devices – computers, yes, but also televisions, smartphones, tablets, and more.
This measurement of people provides us with a full-market view – something which is missing from site-centric analytics. Data from a single publisher will only ever be one slice of the pie. What Nielsen does is measure all the players in a market, apply a common set of rules, and report the data such that comparisons can be made across sectors and industries. Our clients can feel confident that the whole universe is being reported, both the winners and losers.
