About the Nielsen Category Data
Estimated station revenues are gathered monthly from a number of stations, sales houses and Accenture (formerly Media Audits), then crossed referenced for accuracy. The total cost estimates are then broken down and applied to each individual pot with weightings applied for spot length and time of day. Each product advertised is linked to a Nielsen product category.
All press advertising activity is collected and coded proprietary technology. Cost estimates are derived from a rate card calculation based on a mid-point figure. When incorporated into the multimedia system, discount factors are taken into consideration, and Advertising Association/Warc discounts are applied to bring them closer to reality. The discounts applied are on average 42% covering all press.
Press data include display and classified.
All Radio data comes from the industry itself, including spot logs directly from the stations, which are then matched to impacts by demographics sourced from RAJAR (www.rajar.co.uk
). Expenditure is calculated using a Cost Per Thousand (CPT) rate-card unique to each station, and factored according to duration of ad, day part, day of week and month.
The Nielsen Company sources actual advertising impressions by advertiser directly from leading UK media owners. This data is then combined with impressions tracked by Nielsen Online, via its Ad Relevance product. Over 600 websites are monitored continuously.
Expenditure for display advertising only is estimated using an industry backed CPT based on the following bands of impressions:
Research is gathered from industry sources(IAB and Warc) for weighting adjustments to final totals.
In October 2014, Nielsen made some major methodological changes to the way it collects internet adspend. This significantly reduces the estimation of online spend from Q2 2013. This mainly stems from a reduction in volume projected against creative.
The Outdoor Media Centre uses its partner Optimad, to collect and provide complete coverage of UK outdoor advertising collected from sales houses monthly. By combining this with industry supplied rates for various outdoor sizes and formats expenditure is estimated for traditional sites, Bus, Tube and Airports.
Data is supplied monthly from the major cinema contractors, detailing campaign length, and expenditure broken down by region. Information can be analysed by advertiser, brand, category, agency, duration, cost, incidence and region.
Direct Mail & Door Drops
Nielsen launched the UK’s first direct mail monitor in 1987, using its own nationally representative consumer direct mail panel. Each consumer collects all unsolicited mail and door drops monthly and sends these directly to Nielsen, where details on advertiser, brand, category, mail-type, size, targeting and much more are collated.
Using practices common to panel research, direct mail expenditure and volumes are estimated following a weighting procedure that factors in volume and region, combined with the recipient’s age and social standing. Final figures represent the costs of Post & Production only.
Door Drop expenditure relies on an average cost per thousand applied to estimated volumes according to volume, size and weight of creative.