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September 10, 2003
Nielsen Media Research Conducts Print-Ad
Campaign
to Improve Sample Cooperation
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Test Begins in Chicago
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Nielsen Media Research is
launching a print-ad campaign in Chicago to test the effects of advertising on
our ability to raise brand awareness and in turn more successfully recruit and
maintain representative samples. This particular ad campaign is limited to
selected print and outdoor media and runs 13 weeks (September – November 2003).
We are not including television and radio advertising at this time. After we
have collected and evaluated the results from this modest-sized campaign, we
will share our findings with our clients.
Maintaining high quality
samples is a top priority for Nielsen Media Research. To ensure that our
samples are as representative as possible, we need to include all segments of
the population. As Nielsen recruiters approach potential sample homes, it helps
significantly if a home is somewhat aware of “Nielsen TV Ratings.” Our past
research tells us that traditionally hard-to-reach demographics, including
Spanish-speaking Hispanics, African-Americans, and young adults, have a low
recognition of the name “Nielsen.” To help improve our name awareness, and thus
improve cooperation, we are conducting a limited advertising campaign, beginning
in Chicago.
Campaign Goals
- We expect to learn the
extent to which advertising increases our name recognition among potential
sample homes overall.
- We also will learn first
hand from our own recruiters if such advertising helps among
difficult-to-recruit homes the first time they knock on the door, and which
types of publications (national, neighborhood, outdoor, etc.,) help the most.
The Details
The
target demographics for this ad campaign include Hispanics (both Spanish and
English-speaking), African-Americans and Young Adults, though the campaign may
also have the added benefit of increasing Nielsen’s name recognition and
cooperation among all groups.
We
selected Chicago as a test market because it has a high penetration of
Hispanics, African-Americans and younger demographics. Our Chicago “Membership
Representatives” (recruiters) have had consistent difficulties recruiting these
demographics.
As you
are aware, Nielsen Media Research generally avoids traditional advertising to
promote itself or to encourage sample recruitment. We have specifically avoided
television and radio advertising at the request of the MRC and also because such
advertising may bias the sample. Following discussions with clients, including
the MRC, we are encouraged by widespread support for using some limited forms of
advertising to improve the quality of our samples. We are beginning with a
single market – Chicago – and are limiting the campaign to two similar ads among
the following media: billboards, transit, general-market and alternative
newspapers and local editions of national magazines. These include Hispanic and
African-American media.
The Ad
Concept
The
campaign will feature two ads that aim to catch the reader's attention and
introduce the name, Nielsen TV Ratings. The text in each ad reads:
Nielsen TV Ratings collects TV viewing habits that help TV channels schedule
programs you like. Tell us what you watch when Nielsen TV Ratings contacts
you. We listen to TV Viewers. Nielsen TV Ratings.
Campaign Research
Nielsen
will monitor effects of the ad campaign in Chicago on brand awareness with a
telephone survey before and after the campaign. We will also conduct
interviews with our Membership Representatives to find out if the advertising is
helping them recruit. We expect to be able to share results with clients in the
First Quarter of 2004.
In Summary
We
expect that this advertising campaign will help our sample recruitment,
especially among the targeted demographics. Depending on the results and client
input, we may conduct ad campaigns in other markets.
If
you have any questions please contact your Nielsen Media Research
representative.
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