The document discusses how networks have traditionally used Nielsen ratings to measure audience size and evaluate programming success. However, the ways audiences consume media are changing as people now watch TV, use DVRs, and access content online. Similarly, auto dealers need better data tools to understand their target customers across different channels like traditional media, digital advertising, and social media. Just as networks target specific demographics, dealers can use local data to pinpoint customer attributes and tailor their messaging. Rather than solely relying on generic metrics, dealers should analyze key performance indicators and consider unexpected competitors to improve their business.

1. – THINK LIKE A NETWORK –
What’s your Nielsen rating?
Know your market and delight your audience through data
Ken Kolodziej | (617) 888-4080 | twitter @kenkolodziej
Thursday, May 22, 14

2. Networks have been using Nielsen ratings for decades to:
• Measure audience
• Evaluate success
• Improve performance
The questions haven’t changed, but the way success is measured has…
Keeping up with the Nielsens
Thursday, May 22, 14

3. – 2013 SOURCES –
TV, DVR, web, etc…
115.8 million
households with TV
20,000
households in sample
(.02% of the population)
– 1977 SOURCES –
TV only
71 million
households with TV
1,200
households in sample
(.002% of the population)
A changing world…
As the complexity of our world has increased,
so has the sophistication of Nielsen measurements
Thursday, May 22, 14

4. …and auto is no exception
Our world in automotive has increased
in complexity as well:
• We need better tools and data to know:
• Who our customers are
• What our customers respond to
• Where our customers are
• So we can…
• Measure audience
• Evaluate success
• Improve performance
Thursday, May 22, 14

5. What’s your
Primetime?
Thursday, May 22, 14

6. Not your Father’s primetime…
Broadcasters know that their
audience has shifted:
• Live / broadcast TV
• DVR
• Internet (video, Twitter)
Dealers know the same about
their customers:
• Traditional media
• Digital advertising
• Social media
• Multi-screens
Thursday, May 22, 14

7. Nielsen is responding
To give networks and advertisers a better picture, Nielsen is now counting
DVR (Live+3, Live+7), Twitter, mobile devices, web-linked TVs, and more
Thursday, May 22, 14

8. How are you responding?
Dealers need their “Nielsen ratings” to help get better intelligence:
• Google Analytics
• Social media metrics
• Market share
• Demographics / psychographics
Thursday, May 22, 14

9. How do you determine YOUR primetime?
Thursday, May 22, 14

10. How do you take advantage of YOUR primetime?
What are peak hours for visits to dealer sites?
• Desktop: 9 AM to 5 PM
• Mobile/tablet: 8 AM to 10 PM
What hours tend to see the most conversions?
• Form submissions: 10 AM to 4 PM (desktop)
• Mobile clicks to call (sales and VDPs): 1 PM to 6 PM
Know your metro:
• “Work in Manhattan, buy in New Jersey”
* From study of GA data from 15 dealer sites over 6-month timeframe
Thursday, May 22, 14

11. Who’s your demographic?
Thursday, May 22, 14

12. Why demographics matter
For a TV network, it’s all about selling advertising to generate revenue
• To sell advertising, networks need viewers
• Getting viewers requires programming that speaks to an audience
• Speaking to an audience requires knowing your audience
Thursday, May 22, 14

13. Targeting messaging
Networks often try to target
a specific demographic with
programming tailored to them.
Targeting shows help
sell targeted advertising
Ever watched a show and
thought, “Man, this is awful”?
(It could just be a crappy show)
But you could also not be
in the target demographic…
Thursday, May 22, 14

14. However, sometimes networks will hit the jackpot by appealing to the masses
Knowing the formula
NCIS #2Show on TV
35 millionWeekly viewers (Live+7)
200+Territories licensed
around the world
Thursday, May 22, 14

15. NCIS: What’s the formula?
• Boy-ishly appealing star
• Short dialog; crimes on
the lighter side
• Lots of “safe” humor
• Self-contained episodes
(good for syndication)
Knowing the formula
Thursday, May 22, 14

16. Dealers don’t need to appeal to the masses
The good news: You don’t need to appeal to everyone
• Data exists today to pinpoint who your customers are in your DMA / PMA, ZIP by
ZIP, and household by household
• Boston DMA example of new BMW owners:
ZIP: 01776 ZIP: 02062
Average income $184,000 $175,000
Channel Email (3:1 vs. Direct Mail) Email (3:1 vs. All others)
Advertising receptivity Newspaper (Over others) Traditional + digital
Targeting
Brand strength, service,
relationships
Incentives, endorsements
Thursday, May 22, 14

17. Know YOUR formula
• Armed with information
like this, you can hone
the formula for your
customers, ZIP by ZIP
• Relevant messaging
means more relevant,
and engaged, customers
Thursday, May 22, 14

18. What are your “ratings”?
Thursday, May 22, 14

19. The myth of numbers
Numbers only tell part of the story:
There have been lots of shows cancelled – or almost cancelled – because of bad
ratings that were brought back…
• Star Trek: The Original Series
• Arrested Development
• Family Guy
• Futurama
Thursday, May 22, 14

20. What’s the most tweeted
about show on television?
Thursday, May 22, 14

21. Thursday, May 22, 14

22. The power of niche audiences
Huh?
RATINGS ARE SO-SO…
3.3 million per episode vs
17 million / 35 million for NCIS!
However, the mid-season finale generated:
70,000 tweets per minute and
dominated 50% of conversations
about TV that evening!
The Tweens have spoken!
Thursday, May 22, 14

23. Back to quality
As dealers, we always have numbers thrown at us
• Think PPC, with impressions
and click-throughs being
popular metrics
• Or VDPs as a measure of
website effectiveness
• These can be good indicators
of exposure, but it’s important
to dig deeper:
• Bounce rate
• On-site engagement
• Conversion rate
Thursday, May 22, 14

24. The results may surprise you...
Adjusting ad spend based on opportunity...
Thursday, May 22, 14

25. Who’s your competition?
Thursday, May 22, 14

26. The concept of “share”
A key input to a Nielsen rating is “share”
• Percentage of people watching TV that are watching a particular show
Competition is changing:
• As we saw: networks pushing Nielsen to add internet-based channels
• Networks “know” their competition is changing and that they need to evolve
Thursday, May 22, 14

27. Looking at data
Conventional
wisdom doesn’t
have to prevail!
Thursday, May 22, 14

28. Looking at data
Conventional
wisdom doesn’t
have to prevail!
You might be surprised
to learn that your
biggest competitor
is someone you never
guessed!
Thursday, May 22, 14

29. Pop quiz, hotshot!
What are the top three Jeep
Wrangler 4-door cross-shops?
Thursday, May 22, 14

30. Surprised by the answer?
The Ford F-150 and two sedans!
Thursday, May 22, 14

31. Putting it all together…
Not spending
much here…
Thursday, May 22, 14

32. Putting it all together…
Not spending
much here…
Thursday, May 22, 14

33. Putting it all together…
Not spending
much here…
…but a lot of my
brand being sold.
Thursday, May 22, 14

34. Putting it all together…
Now layer on
demand and
demographic
data…
Thursday, May 22, 14

35. Putting it all together…
Market hot pickup
in farmland and
foothills…
Thursday, May 22, 14

36. Putting it all together…
…and compact
hybrid in upscale
urban areas.
Thursday, May 22, 14

37. Conclusion
As dealers, we can act more like networks!
• Let’s use the tools and data at our disposal
to see:
• Who our customers are
• What our customers respond to
• Where our customers are
• So we can:
• Measure audience
• Evaluate success
• Improve performance
Thursday, May 22, 14

38. Question recap:
1. What’s your primetime?
2. Who’s your demographic?
3. What are your “ratings”?
4. Who’s your competition?
Thursday, May 22, 14