How can an agency perform a proper analysis if a client does not subscribe to Local People Meter data?
As an agency, you are allowed to use Nielsen data, but you are not allowed to show non-subscribers how you came up with your analysis. You cannot supply any books, overnights, weekly reports, photocopies, rankings or other analyses to a non-subscriber, nor can they take any data away with them. You can show the bottom line of each post analysis to non-subscribers, but you cannot reveal the audience estimates for the spot-by-spot detail of a post analysis. With regard to the use of the Projection (share x HUT/PUT) the advertising agency is allowed to show the non-subscribing station the projected estimate, but it cannot offer the actual share or HUT/PUT used in the calculation of the projection. The non-subscribing station cannot take that projected number and use it for selling purposes in the current or future negotiation.
Related Questions
- What Nielsen data will stations and cable systems have access to in the event that they do not subscribe to Local People Meters in Boston?
- What will happen if some of the Boston television stations do not subscribe to the Local People Meter service?
- How can agencies use Local People Meter data once the service starts in May?
