Nielsen is leaning more on wearables to hear what people are watching
Nielsen is leaning more on wearables to hear what people are watching
尼尔森正更多地依赖可穿戴设备来监测观众的收视内容
In order to beef up its ability to accurately measure viewership data in the streaming era, Nielsen is moving forward with a plan to use more information gathered from its partners’ wearable devices. 为了加强在流媒体时代准确衡量收视数据的能力，尼尔森（Nielsen）正在推进一项计划，即更多地利用从合作伙伴的可穿戴设备中收集的信息。
Today, Nielsen announced “a number of key enhancements” that are being added to its data capturing process ahead of the upcoming fall TV season. As of August 31st, Nielsen’s co-viewing data will now include information obtained from smart-watch like gadgets that Neilsen’s research panelists wear in their homes. 今天，尼尔森宣布在即将到来的秋季电视季之前，其数据采集流程将增加“多项关键改进”。自 8 月 31 日起，尼尔森的共同收视数据将纳入从尼尔森研究小组成员在家中佩戴的智能手表类设备中获取的信息。
The Portable People Meter (PPM) Wearables — which Nielsen first began deploying nationally in 2016 to bolster its audio, local TV, and national audience measurements — are meant to be worn on the wrist while listening for audio from TV scenes, series, and films. The company says that users wearing the devices won’t need to go through the typical Nielsen log in process, and it believes that incorporating this technology into its processes will give it a better idea “of how many people are watching a given program.” 便携式收视率测量仪（PPM）可穿戴设备旨在佩戴于手腕上，通过监听电视场景、剧集和电影的音频来工作。尼尔森于 2016 年首次在全国范围内推广该设备，以加强其音频、地方电视和全国观众的测量。该公司表示，佩戴这些设备的用户无需进行常规的尼尔森登录流程，并相信将这项技术整合到其流程中，将使其更准确地了解“有多少人正在观看某个特定节目”。
Building on its decision from earlier this year to adopt the Advertising Research Foundation’s (ARF) Device and Account Sharing (DASH) data into its methodology, Nielsen will use new DASH estimates that are based on more recent survey data. The company will also use data from two additional surveys in order to better estimate how many Spanish-speaking households are in its pool of panel participants. 在今年早些时候决定将广告研究基金会（ARF）的设备与账户共享（DASH）数据纳入其方法论的基础上，尼尔森将使用基于最新调查数据的 DASH 估算值。该公司还将利用另外两项调查的数据，以更好地估算其小组成员中西班牙语家庭的数量。
Nielsen is also updating the machine learning tool it uses to process information from data providers to assess the demographic makeup of individual households. The firm noted that this last update should help “ensure the data is more representative and does not artificially skew toward older residents.” 尼尔森还在更新其用于处理数据提供商信息并评估各家庭人口统计构成的机器学习工具。该公司指出，这一最新的更新将有助于“确保数据更具代表性，且不会人为地偏向老年居民”。
Each of these new features makes it sound like Nielsen is taking even more steps to maintain its position as the industry standard for ratings capture at a time when people’s viewing habits have become much more fractured. The company also has to contend with the way the rise of streaming makes it difficult to accurately assess what people are watching. 这些新功能表明，在人们收视习惯变得更加碎片化的时代，尼尔森正在采取更多措施来维持其作为收视率采集行业标准的地位。该公司还必须应对流媒体的兴起所带来的挑战，即如何准确评估人们正在观看的内容。
Being asked to keep Nielsen’s proprietary devices in their homes is nothing new for the company’s panel participants, but the push to wear listening wearables could strike some as a bit intrusive. But if this all really does lead to Nielsen capturing more reliable information, other firms might follow its example. 对于尼尔森的小组成员来说，在家中放置尼尔森的专有设备并不新鲜，但要求佩戴监听类可穿戴设备可能会让一些人感到有些侵犯隐私。但如果这一切确实能让尼尔森获取更可靠的信息，其他公司或许也会效仿。