Websites using Nielsen

Okay, let s break down Nielsen, covering its overview, revenue, alternatives, pricing, and customer care.

Nielsen: An Overview

Nielsen is a global measurement and data analytics company that provides insights into consumer behavior and market dynamics. They are best known for their television ratings (Nielsen Ratings), but they have significantly diversified into other areas. Here s a breakdown:

• Core Focus: Understanding what consumers watch, buy, and listen to. They help companies make data-driven decisions about their products, advertising, and content strategies.
• Key Areas:
  • Media Measurement (Nielsen Media): This includes measuring TV, radio, and digital viewership/listenership. They are still considered the gold standard for many TV ratings. They now are expanding to streaming services too.
  • Retail Measurement (NielsenIQ): This focuses on consumer packaged goods (CPG) sales data, analyzing what products are being bought and where. This has been spun off as a separate company.
  • Consumer Insights: They conduct market research and offer consumer behavior analysis, often using panels and surveys.
• Global Presence: Nielsen operates in many countries, providing a global view of consumer trends.
• Historical Significance: Nielsen has been a major player in market research for nearly 100 years. Their measurement systems, particularly for TV, have shaped the advertising and entertainment industries.
• Recent Changes: In 2021, Nielsen went private and then sold its consumer goods measurement business under the name NielsenIQ. While they still work closely together, they are separate organizations.

Revenue

Nielsen s revenue is derived primarily from its media measurement services, as well as data analytics products that it sells to its clients.

• Specific numbers are harder to pinpoint post-privatization, as they are no longer a publicly traded company.
• Prior to going private, annual revenue was in the billions of dollars. Their revenue is derived from subscription services, ongoing data feeds, and research projects.

Alternatives to Nielsen

The market for data analytics and consumer measurement is competitive, and many alternatives to Nielsen have emerged. Here are some notable ones, categorized by focus:

• Media Measurement Alternatives:

  • Comscore: A significant competitor in cross-platform media measurement, including digital, TV, and over-the-top (OTT) streaming. They offer audience insights and analytics that challenge Nielsen s position.
  • Amazon s Alexa Measurement: For podcasts and audio content. Amazon now has a growing market share in streaming analytics.
  • Google Analytics: While primarily focused on web traffic, it can provide data about digital consumption.
  • Streaming Platform Analytics (Netflix, YouTube, Hulu): Streaming platforms provide their own internal data, which may compete with traditional metrics.
  • Audience Measurement Platforms (e.g. Samba TV): These use data from connected TVs to understand viewing habits.
  • Local Market Competitors: Different countries often have local measurement and analytics companies.

• Retail Measurement Alternatives:

  • IRI (Information Resources, Inc.): Another major player in CPG retail data, providing similar services to NielsenIQ.
  • SPINS: Specializes in data for the natural, organic, and specialty products market.
  • Numerator: Provides consumer purchase data based on receipts and panels.
  • Retailer-Specific Data: Many retailers offer their own sales data directly to suppliers.
• Market Research/Consumer Insights Alternatives:
  • Qualtrics: A leading platform for online surveys, customer experience management, and market research.
  • SurveyMonkey: A popular tool for creating and distributing surveys.
  • GfK: Another large market research company with a global reach.
  • Ipsos: A global market research and consulting firm.
  • Smaller, specialized research firms: There are many agencies that focus on specific industries or research methodologies.

Pricing

Nielsen s pricing is not publicly available, as it s tailored to specific client needs, data requirements, and contract terms. Here s what we can generally say:

• Subscription-Based: Their core services are often subscription-based, with ongoing fees for access to data and insights.
• Custom Projects: For more in-depth studies and analyses, project-based fees apply.
• Tiered Pricing: Often involves tiered pricing structures based on data access levels, granularity of information, and the scale of the client s operations.
• Negotiated Rates: Pricing can be negotiated, especially for large contracts.
• Expensive: Nielsen has generally been known for its premium pricing, making it a significant expense for many companies, especially smaller ones. This is why it has faced more and more competition in recent years.

Customer Care

Nielsen, as a B2B (business-to-business) service provider, doesn t have traditional customer service like a retail store. Here s an overview of their customer care:

• Dedicated Account Managers: Clients are typically assigned account managers who are responsible for managing the relationship and addressing their needs.
• Technical Support: Nielsen provides technical support for clients who need assistance with data access, platforms, and tools.
• Training & Onboarding: New clients often receive training and onboarding to ensure they can effectively use Nielsen s services.
• Consulting Services: In addition to data provision, Nielsen often offers consulting services to help clients interpret data and formulate actionable strategies.
• Customer Portals/Platforms: Clients usually access data through Nielsen s online platforms, which include self-service tools and support features.
• Industry Meetings: Nielsen often hosts industry meetings and events where clients can network and learn more about their offerings.
• Complex Set Up: Because they are using a lot of technical data, customer onboarding and problem-solving can be complex.

Key Takeaways

• Nielsen is a legacy company in data and measurement, but it is facing growing competition from new and established players.
• Their revenue is based on subscriptions, data fees, and consulting services, and can be expensive.
• Pricing is not transparent and will be customized to the client.
• While not traditional customer care, they have a customer support infrastructure through account managers, technical assistance, training, and consulting.

In conclusion, while Nielsen is still a major player in the market, it is important for businesses to consider alternatives and to ensure they are selecting the provider and data that best fits their needs and budget.