We’re talking Nielsen PRISM here; or the lack there of…
January 28, 2009
Could not wait to post this any longer. In the past few days, our industry’s insiders are buzzing about the cancellation of Nielsen’s PRISM project. Bill Gerba’s Measuring Out-of-Home Media and DOOH Without Nielsen PRISM article at WireSpring gave an excellent perspective on this matter, and as he knows, Just Out-Of-Home completely shares his sentiments. (Read it!!)
Enough has been discussed in terms of this issue, but few points:
1. Yes, this is not the most positive news for the Digital Sigange & Out-of-home industries. The Nielsen “Stamp” is invaluable for an industry such as ours.
2. At the same time, it’s not the end of the world. Individual networks / infrastructure companies can still commission Nielsen, or other research / data companies (Arbitron, as well, for example) to get the “stamp,” and put brands at ease about their buys; how do I know? I have personally seen, analyzed and communicated such studies for several DS networks.
3. Point 2 brings up an important point I think; there will always be different companies that are studying our industry. Meaning, it is likely that no ONE company will be the “end all” in terms of establishing data and methodologies, although that is the point we are trying to get to. The Nielsens, Arbitrons, and the OVABs of the world will some how need to work together on Standardization, but this will continue to be one of the greatest challenges in the industry; Just Out-of-Home looks forward to this day, if it ever comes.
4. Although many companies claim to be in the industry of Decades; and this is rightfully so and true, we have taken HUGE steps in the past few years and continue to grow as a undeniable medium (although some account managers / biz development colleagues may disagree these days; hang in there guys and gals! Our time will come soon again!) Case in point; we have been here before the PRISM project, and we Will continue to be here without it.
Let us think about where we come from and where we are at today. We have made Great strides in only a few years, and are able to justify our medium in the most intelligent and data-backed way then ever-before! We all know the tasks at hand, and Just Out-of-home is very proud of those trying their best on this subject. This news is not a positive one, but it is certainly also understandable in the crappy economy we have today, and not the worst thing in the world.
Entry Filed under: Research & Metrics. Tags: Arbitron, Digital Signage Metrics, Nielsen, Nielsen PRISM, OVAB, PRISM, PRISM project cancellation, Standardization.
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