– THINK LIKE A NETWORK – What’s your Nielsen rating? Know your market and delight your audience through data Ken Kolodziej | (617) 888-4080 | twitter @kenkolodziej Thursday, May 22, 14
May 07, 2015
– THINK LIKE A NETWORK –
What’s your Nielsen rating?Know your market and delight your audience through data
Ken Kolodziej | (617) 888-4080 | twitter @kenkolodziej
Thursday, May 22, 14
Networks have been using Nielsen ratings for decades to:• Measure audience• Evaluate success• Improve performance
The questions haven’t changed, but the way success is measured has…
Keeping up with the Nielsens
Thursday, May 22, 14
– 2013 SOURCES –
TV, DVR, web, etc…
115.8 million households with TV
20,000 households in sample
(.02% of the population)
– 1977 SOURCES –
TV only
71 million households with TV
1,200 households in sample(.002% of the population)
A changing world…
As the complexity of our world has increased, so has the sophistication of Nielsen measurements
Thursday, May 22, 14
…and auto is no exception
Our world in automotive has increased in complexity as well:
• We need better tools and data to know:• Who our customers are• What our customers respond to• Where our customers are
• So we can…• Measure audience• Evaluate success• Improve performance
Thursday, May 22, 14
What’s your Primetime?
Thursday, May 22, 14
Not your Father’s primetime…
Broadcasters know that their audience has shifted:
• Live / broadcast TV• DVR• Internet (video, Twitter)
Dealers know the same about their customers:
• Traditional media• Digital advertising• Social media• Multi-screens
Thursday, May 22, 14
Nielsen is responding
To give networks and advertisers a better picture, Nielsen is now countingDVR (Live+3, Live+7), Twitter, mobile devices, web-linked TVs, and more
Thursday, May 22, 14
How are you responding?
Dealers need their “Nielsen ratings” to help get better intelligence:• Google Analytics• Social media metrics
• Market share• Demographics / psychographics
Thursday, May 22, 14
How do you determine YOUR primetime?
Thursday, May 22, 14
How do you take advantage of YOUR primetime?
What are peak hours for visits to dealer sites?
• Desktop: 9 AM to 5 PM
• Mobile/tablet: 8 AM to 10 PM
What hours tend to see the most conversions?
• Form submissions: 10 AM to 4 PM (desktop)
• Mobile clicks to call (sales and VDPs): 1 PM to 6 PM
Know your metro:
• “Work in Manhattan, buy in New Jersey”
* From study of GA data from 15 dealer sites over 6-month timeframe
Thursday, May 22, 14
Who’s your demographic?
Thursday, May 22, 14
Why demographics matter
For a TV network, it’s all about selling advertising to generate revenue
• To sell advertising, networks need viewers
• Getting viewers requires programming that speaks to an audience
• Speaking to an audience requires knowing your audience
Thursday, May 22, 14
Targeting messaging
Networks often try to target a specific demographic with
programming tailored to them.Targeting shows help
sell targeted advertising
Ever watched a show andthought, “Man, this is awful”?
(It could just be a crappy show)
But you could also not bein the target demographic…
Thursday, May 22, 14
However, sometimes networks will hit the jackpot by appealing to the masses
Knowing the formula
NCIS #2Show on TV
35 millionWeekly viewers (Live+7)
200+Territories licensed around the world
Thursday, May 22, 14
NCIS: What’s the formula?• Boy-ishly appealing star• Short dialog; crimes on
the lighter side• Lots of “safe” humor• Self-contained episodes
(good for syndication)
Knowing the formula
Thursday, May 22, 14
Dealers don’t need to appeal to the masses
The good news: You don’t need to appeal to everyone• Data exists today to pinpoint who your customers are in your DMA / PMA, ZIP by
ZIP, and household by household
• Boston DMA example of new BMW owners:
ZIP: 01776 ZIP: 02062
Average income $184,000 $175,000
Channel Email (3:1 vs. Direct Mail) Email (3:1 vs. All others)
Advertising receptivity Newspaper (Over others) Traditional + digital
Targeting Brand strength, service, relationships Incentives, endorsements
Thursday, May 22, 14
Know YOUR formula
• Armed with information like this, you can hone the formula for your customers, ZIP by ZIP
• Relevant messaging means more relevant, and engaged, customers
Thursday, May 22, 14
What are your “ratings”?
Thursday, May 22, 14
The myth of numbers
Numbers only tell part of the story:There have been lots of shows cancelled – or almost cancelled – because of bad ratings that were brought back…
• Star Trek: The Original Series• Arrested Development• Family Guy• Futurama
Thursday, May 22, 14
What’s the most tweetedabout show on television?
Thursday, May 22, 14
Thursday, May 22, 14
The power of niche audiences
Huh?RATINGS ARE SO-SO…3.3 million per episode vs
17 million / 35 million for NCIS!
However, the mid-season finale generated:
70,000 tweets per minute and dominated 50% of conversations
about TV that evening!
The Tweens have spoken!
Thursday, May 22, 14
Back to quality
As dealers, we always have numbers thrown at us• Think PPC, with impressions
and click-throughs being popular metrics
• Or VDPs as a measure of website effectiveness
• These can be good indicators of exposure, but it’s important to dig deeper:
• Bounce rate• On-site engagement• Conversion rate
Thursday, May 22, 14
The results may surprise you...
Adjusting ad spend based on opportunity...
Thursday, May 22, 14
Who’s your competition?
Thursday, May 22, 14
The concept of “share”
A key input to a Nielsen rating is “share”
• Percentage of people watching TV that are watching a particular show
Competition is changing:
• As we saw: networks pushing Nielsen to add internet-based channels
• Networks “know” their competition is changing and that they need to evolve
Thursday, May 22, 14
Looking at data
Conventional wisdom doesn’t have to prevail!
Thursday, May 22, 14
Looking at data
Conventional wisdom doesn’t have to prevail!You might be surprised to learn that your biggest competitor is someone you never guessed!
Thursday, May 22, 14
Pop quiz, hotshot!
What are the top three Jeep Wrangler 4-door cross-shops?
Thursday, May 22, 14
Surprised by the answer?
The Ford F-150 and two sedans!
Thursday, May 22, 14
Putting it all together…
Not spending much here…
Thursday, May 22, 14
Putting it all together…
Not spending much here…
Thursday, May 22, 14
Putting it all together…
Not spending much here……but a lot of my brand being sold.
Thursday, May 22, 14
Putting it all together…
Now layer on demand and demographic data…
Thursday, May 22, 14
Putting it all together…
Market hot pickup in farmland and foothills…
Thursday, May 22, 14
Putting it all together…
…and compact hybrid in upscale urban areas.
Thursday, May 22, 14
Conclusion
As dealers, we can act more like networks!
• Let’s use the tools and data at our disposal to see:
• Who our customers are• What our customers respond to• Where our customers are
• So we can:• Measure audience• Evaluate success• Improve performance
Thursday, May 22, 14
Question recap: 1. What’s your primetime? 2. Who’s your demographic? 3. What are your “ratings”? 4. Who’s your competition?
Thursday, May 22, 14