So the upgraded Nielsen Netview panel has now been officially switched on and the results are causing a lot of high fives and delight in the world of the publishers.
It was commonly agreed the Netview grossly underestimated the audiences of most publishers, which was due in part to the inadequacy of the panel size and nunerous other issues.
Nielsen worked to correct the issue, and in consultancy with the IAB and other industry bodies increased the amount of people on the panel and invested in an upgrade of meter technology. The result is the new data which does tell a better story for the wider industry.
It’s hoped that this will provide more accurate measurement in the area of reach, engagement and user information. I’ve had a play around this morning and one thing is for certain, all sites are going to report increased overall reach across their networks which will appease them no doubt.
Let’s hope all publishers stop using Market Intelligence figures now the Netview panel is more robust (given Market Intelligence claims there’s anywhere between 40-50m Internet users in AU)
Below are the July figures for 8 of the main players, in brackets is the increase on June figures (which were the old panel)
ninemsn – 9.718m (up 26%)
News – 5.597m (up 34%)
Fairfax Digital – 5.317m (up 49%)
Bigpond – 5.402m (up 44%)
Google – 12.374m (up 22%)
Yahoo! – 6.851m (up 41%)
ABC – 3.237m (up 48%)
Facebook – 7.7m (up 50%)
My takeout is this – sites which have a high proportion of daytime usage (ie news, sport, some social networks) will see big benefits from this. Sites which are more popular out of work hours will see a minimal change with the new panel.
The key thing I want to see as an agency guy is more robust measurement around consumption – time spent, repeat visits, user information.
To be honest, adding another 20/30/40% of users won’t do much for any of these sites in terms of a commercial gain. They already had such large user figures so adding another 1-2m on top of 4-5m really doesn’t make any difference. Many sites were reporting massaged MI, Google Analytics or internal figures anyway, as many didn’t like how Netview was reporting their numbers.
Regardless, most of the initial spin on these figures will be around audience numbers as that is the pissing contest many of the main publishers think they are competing in.
Personally I am very interested in the differences that will be displayed between home and home and work numbers – ie, what sites are popular at what times of the day and how we can use this info to integrate digital better into other media strategy.
The key questions still remains around engagement and impact. From a brief look, this appears to have improved significantly. I would elaborate more but my Netview account appears to have gone back to the old June numbers as I was using it.
Anyway – the official launch is tomorrow.