Existing definitions are already
too diverse for a level playing field. We must adapt them further to
work well for video measurement intended to capture all screens.
Alldience, a joint platform
developed by Immetrica and eCGlobal, can measure any screen, anytime,
anywhere using smartphones. The smartphone is on or within reach of most
people who have one, most hours of the day; it is the closest practical
approximation to the often–quoted ideal of one Nielsen client of a
measurement device implanted in the sample member. Furthermore, a
double-digit percentage and increasing share of viewing is done on
mobile devices, mostly invisible to conventional measurement
technology—but not to Alldience, where the measurement smartphone is
either also the playback device or close to one.
When we set out to design this
system, we confronted one problem that was conceptual rather than
technological: the inadequacy of the intab definition. The intab is the
cooperating part of the sample. Most viewing and listening measures are
fractions in which the intab is the denominator (as in a rating), or an
element of it (as in a share). The required degree of cooperation
varies from a few minutes to almost the entire reporting day, but
whichever it is, the intab varies directly with the sample size.
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