Why Local Cable?
The Power of Premium Multi-Screen Video in Local Markets
Local Cable provides marketers infinite advertising opportunities across branded premium cable networks in every market in the U.S.
Whether you customer lives around the corner or across the country, Local Cable advertising delivers results by utilizing geographic targeting, multi-screen solutions, data-driven advanced advertising and more.
Local Cable is the ultimate targeting tool to maximize exposure and grow your business.
Video Distributor Directory
Use this interactive directory to find contact information for MVPD distributors
(cable systems and telcos) by specific market or state.
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Getting ready to start planning and buying local Cable? Here we offer answers to frequently asked questions about local cable and provide an overview of the landscape; including DMA populations, a list of top Interconnects by market and a directory of MVPD contacts.
Automotive is collectively one of the largest category spenders in TV and the growth in expenditures has outpaced the overall marketplace over the last few years. Automotive brands continue investing in TV for the simple fact that they know it works.
With insights from our custom research study, this section takes you through a likely vehicle buyer’s path to purchase and how TV drives online traffic.
With an estimated $3+ billion ready to be spent on television during the 2018 midterm election cycle, Political continues to be one hottest categories in local markets.
With insights from our custom research study, this section takes you through what influences a voter’s decision and how TV drives awareness and consideration for candidates and issues.
With the increase in viewer fragmentation, the accuracy of local measurement has come into question – especially in smaller markets. Ratings providers are starting to address this issue by actively taking steps to increase sample size and therefore reliability. This section provides an overview of the latest local measurement initiatives and technologies for the two largest currency providers: Nielsen and comScore.
In early 2019, Nielsen plans to introduce full electronic measurement into its local ratings service across all 210 DMAs. The integration of return-path-data from set-top boxes and other Nielsen electronic measurement assets will expand all-electronic measurement to 140 TV markets currently measured by paper TV diaries. This transformation will add over 30.5 million set-top-boxes homes, over 7,200 OTA homes, 27,000 portable people meter homes and over 6,000 national people meter homes. In effect this will provide electronic measurement year round and consistent measurement across all markets.
Currently at the local level, Nielsen measures television audiences using the following methodologies dependent on market size:
Local people meters (LPM) are used in the Top 25 markets to electronically capture both tuning and viewing at the household and persons level.
In early 2019 Nielsen plans to expand the sample, doubling in most instances, by adding portable people meters (which capture audio and out of home viewing) to all 25 LPM markets.
Set meters are used in 31 markets to capture set tuning (what is being watched) continuously all year and reports at the household (HH) level. In January 2016, in an effort to increase sample size, improve stability and provide fewer zero ratings (a phenomenon that occurs when there is HH tuning according to the meter but no corresponding diary entries for the same channel and time), Nielsen replaced diary collection with “Viewer Assignment” modeling to collect demographic information. See Viewer Assignment below to learn more.
In early 2019, Nielsen will add portable people meters to 19 set meter markets to expand the sample and will introduce RPD and national people meters to an additional 12 set meter markets.
Launched in January 2016, Code reader provides year round electronic measurement in 14 diary markets. Employing audio-based monitoring, Code readers measure HH tuning and utilize viewer assignment modeling for demographic information.
In early 2019, Nielsen will introduce RPD and national people meters to 15 code reader markets.
Diaries are currently used in 140 markets. Sent out four times a year during ‘sweep’ months (February, May, July, November) diaries are used to gather both viewing (who) and tuning (how many people). Since this is the least precise collection method, diaries have been known to significantly under-report demo audiences. In markets where a diary has been swapped for a meter, local Cable audience has increased between 10-25% on average.
For checks and balances of return-path data from set-top boxes, Nielsen created a system called Common Homes which takes metered data from households that are part of Nielsen’s panels and then compares it with STB data from the same homes to see how closely the stats match up. Third-party data from companies like Experian also gives Nielsen ways to check the accuracy on STB numbers.
Viewer Assignment Methodology
In January 2016, Nielsen began utilizing “viewer assignment” modeling to collect demo information. This modeling technique assigns which household member is watching a specific program by using demo probabilities. Viewer assignment uses a donor-based matching process to choose who is viewing in a home by matching homes (informed by people meter panel homes) based on characteristic and behavioral similarity.
Additionally viewer assignment is being used to address “unidentified audience”. Unidentified Audience occurs when the TV is on but no one has checked in as a viewer. Today, approximately 3% of households are excluded from daily reporting due to incomplete persons data (e.g. unidentified audience). Rather than excluding this viewing information, Nielsen is using “viewer assignment” to complete the missing audience data with the hope of increasing persons intab rates.
Ratings stabilization is a statistical technique to help mitigate ratings fluctuations. With ratings stabilization, a weighted average of quarter hour ratings across the current and prior week is applied to household and demo ratings. Ratings stabilization is applied only if HUT (households using television) and household differences for quarter hour from week to week are not statistically significant. The goal is to deliver increased ratings stability and fewer zero quarter hours. Nielsen currently has this initiative on hold in local markets.
Local TV Measurement comScore passively and impartially collects second-by-second local market viewership information from tens of millions of set-top boxes; measuring viewing in all 210 U.S. local markets with data collected from more than 35 million homes nationwide, from the ZIP code-level up.
StationView Essentials tracks all satellite, telco, cable and over-the-air television viewing built from the ZIP code-level up.