N I E L S E N L O C A L T V V I E W PROMOTION OPTIMIZER HOW TO READ2015

2 VISIT http://en-us.nielsen.com/sitelets/cls/nltv.html OR CALL 1-800-423-4511

PROMOTION OPTIMIZER: HOW TO READ PROMOTION OPTIMIZER: HOW TO READ

PROMOTION OPTIMIZERThe Promotion Optimizer report is a tool for finding the

best places in a broadcast day to place promotions so

that you can reach a source/target audience. This report

determines what times on your own station to reach

the source/target viewers in the greatest numbers. This

report also ranks your programs in order of the

amount of duplication with the target and shows how

adding promotions to each daypart increases the reach

of your source/target audience.

EXPORT ONLY REPORTThis report can only be exported. It cannot be viewed

in the Report Viewer.

INDEXThe Index tab provides links to the Report Output tabs in

your report.

BOILERPLATEThe Boilerplate worksheet provides all the selections you

made on various prompts while building the report as well

as information on any selected data that was not included

in the report.

REPORT OUTPUTThe report output analyzes the audience reach of

the Source and provides the best Destination to

reach those viewers.

HOW TO READSOURCE REACH (IMP)SOURCE REACH (IMP) – Source Reach is the unduplicated number of households/persons that watched the Source at

least once. Reach (Impressions) is Reach% expressed as a projection.

HOW TO READ

In the example, during the selected date range and in the selected geography, 1,156,540 households watched WBBB M-F

6:00 pm to 6:30 pm.

3Copyright © 2015 The Nielsen Company

PROMOTION OPTIMIZER: HOW TO READ

DESTINATION REACH (IMP)DESTINATION REACH (IMP) – Destination Reach is the unduplicated number of households/persons that watched the

Destination at least once. Reach (Impressions) is Reach% expressed as a projection.

HOW TO READ

In the example, during the selected date range and in the selected geography, 2,159,893 households watched WAAA

M-F 4:00 pm to 4:45 pm.

SOURCE & DESTINATION REACH (IMP)SOURCE & DESTINATION REACH (IMP) – The reach of duplicated viewers between the Source and the Destination.

HOW TO READ

In the example, during the selected date range and in the selected geography, 452,851 households watched WBBB M-F

from 6:00 pm to 6:30 pm and also watched WAAA M-F from 4:00 pm. to 4:45 pm. The report is sorted on this metric

from highest to lowest.

4 VISIT http://en-us.nielsen.com/sitelets/cls/nltv.html OR CALL 1-800-423-4511

QUARTER-HOUR FLOW: HOW TO READPROMOTION OPTIMIZER: HOW TO READ

% OF SOURCE AUDIENCE EXPOSED TO BOTH% OF SOURCE AUDIENCE EXPOSED TO BOTH – The percentage of the Source audience that was also exposed to

the Destination.

HOW TO READ

In the example, 39.2% of the source audience (households that watched WBBB M-F 6:00 pm to 6:30 pm) also watched the

destination (WAAA MF 4:00 pm to 4:45 pm).

RANKRANK – The rank is based on the estimated number of viewers watching both the Source and Destination.

HOW TO READ

In the example:

• • 452,851 households watched both the Source and Destination. This is the highest Source & Destination Reach IMP.

Hence, ranked number 1.

• • 434,078 households watched both the Source and Destination. This is the second highest Source & Destination

Reach IMP. Hence, ranked number 2.

• • 425,523 households watched both the Source and Destination. This is the third highest Source & Destination

Reach IMP. Hence, ranked number 3.

5Copyright © 2015 The Nielsen Company

PROMOTION OPTIMIZER: HOW TO READ

SOURCE & DESTINATION PROGRESSIVE REACH (IMP)SOURCE & DESTINATION PROGRESSIVE REACH (IMP) – The Source & Destination Progressive Reach (IMP)

displays the reach build up within the Destination list. It is the reach of duplicated viewers between the Source

and the Destination and the incremental reach that each additional Destination would provide.

HOW TO READ

In the example, 452,851 households watched both the Source and WAAA M-F 4:00 pm to 4:45 pm.

534,573 households watched the Source and either WAAA M-F 4:00 pm to 4:45 pm or WAAA M-F 5:00 pm and 6:15 pm.

Therefore, an additional 81,722 households would be reached by placing a promotion both on WAAA M-F 4:00 pm to

4:45 pm and WAAA M-F 5:00 pm and 6:15 pm M-F 4:00 pm to 4:45 pm.

6 VISIT http://en-us.nielsen.com/sitelets/cls/nltv.html OR CALL 1-800-423-4511

PROMOTION OPTIMIZER: HOW TO READ

PROGRESSIVE % OF SOURCE AUDIENCE EXPOSED TO BOTHPROGRESSIVE % OF SOURCE AUDIENCE EXPOSED TO BOTH – The Progressive % of Source Audience Exposed to Both

displays the percentage of build up of the percentage of the Source audience that was also exposed to the Destination and

the incremental percent that each additional Destination would provide.

HOW TO READ

In the example, 39.2% of the source audience watched WAAA M-F 4:00 pm to 4:45 pm.

46.2% watched the Source and either WAAA M-F 4:00 pm to 4:45 pm or WAAA M-F 5:00 pm and 6:15 pm.

Therefore, an additional 7% of the Source audience would be reached by placing a promotion both on

WAAA M-F 4:00 pm to 4:45 pm and WAAA M-F 5:00 pm and 6:15 pm.

UNIFIED INTABUNIFIED INTAB – The number of households or persons in the unified sample for a requested demographic/market break.

Reach is computed by using a sample that only includes households that were present (in-tab) for most of the measure-

ment period. This ensures that every household has an equal opportunity to contribute to reach. This is a unified sample.

HOW TO READ

In the example, during the selected date range and in the selected geography, 939 households were in-tab and contributed

to the sample of the report.

7Copyright © 2015 The Nielsen Company

NOTES• LPM and Set-Meter household data is based on a Unified Sample. Diary and Set-Meter persons data is based on

a Non-Unified Sample. Unification options will be ignored for Set-Meter Diary Persons and Diary markets.

• Metered markets will require one of the following Data Streams to be selected: Live, Live+ Same Day, Live+ 1-7.

Production Diary data will default to Live+24 regardless of Data Stream selection.

All metered data is reported as Live viewing. All Diary data is reported as Live+24 viewing.

ADDITIONAL LEARNING

NIELSEN LOCAL TV VIEW (NLTV) software page provides access to all learning materials:

http://en-us.nielsen.com/sitelets/cls/nltv.html.

PROMOTION OPTIMIZER: HOW TO READ

VISIT THE NLTV PAGE

•

•

8 VISIT http://en-us.nielsen.com/sitelets/cls/nltv.html OR CALL 1-800-423-4511

ABOUT NIELSEN

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and

measurement company with leading market positions in marketing

and consumer information, television and other media measurement,

online intelligence, mobile measurement, trade shows and related

properties. Nielsen has a presence in approximately 100 countries,

with headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.

Copyright © 2015 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies.