Question

Answer the question below in 450 words

what does Nielson measure? what is Nielson’s role in global communciation?

Answer 1

Nielsen is a company in USA which measures TAM. It invented TAM. TAM stands for television audience measurement. The company is totally committed to TAM services. It gives information about the television audience. It gives this detailed audience information both in quality and quantity where quality that is the characteristics of this audience and quantity is the size of the audience.

Everyday the company gives television data. For example, how a program on television become top rated and how many people watch it at any point of time. A TAM system is reliable, independent and transparent system accessible to everyone in the market. Detailed audience information about the television has applications for advertisers, broadcasters and the marketing agencies.

Role of Nielsen in Global Communication:

• Nielsen not only measure television viewing behaviour of audience but also their shift from tv to computer and mobile as well. They measure 40% of world's viewing behaviour.
• It helps broadcasters to know the peak time and frequency for a certain program to get maximum engagement with the audience.
• Marketing and advertising agencies also use TAM data to design advertisement campaign about their products.
• Producers and directors of various channels and programs use TAM data to understand the likes and taste of people for developing customer focused content globally.

In this era of globalization and internet where the world become a small village people can communicate to any person living in any corner of the world. From shift of audience to computers and mobiles, the marketers are also shifting as per their customers. They communicate with the customers through digital platform along with traditional media such as radio and television. Market research use TAM data to predict the change in behaviour of customers and the marketers design and communicate with them accordingly. Today, launching of ad campaign, teaser, web series etc involves digital platform not only television.