JSM Preliminary Online Program
This is the preliminary program for the 2009 Joint Statistical Meetings in Washington, DC.

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Activity Number: 190
Type: Invited
Date/Time: Monday, August 3, 2009 : 2:00 PM to 3:50 PM
Sponsor: Section on Statistics and Marketing
Abstract - #302849
Title: Harnessing Statistical Techniques to Model Television Audiences Using Return-Path Set Top Box Data
Author(s): Pete Doe*+
Companies: Nielsen Connections
Address: 770 Broadway, New York, NY, 10003,
Keywords: measurement ; media ; data integration
Abstract:

Set top box data provide the promise of far greater precision in measuring TV tuning activity than ever before. For media researchers, the potential of Set Top Box TV data is very exciting: boxes delivering census data, freeing researchers from the usual concerns of respondent co-operation, sampling error and analysis restrictions related to sample sizes. And all for relatively low cost. However, deriving data from specific devices presents new challenges - including new data collection techniques, data cleansing and advanced integration - all while protecting privacy. This paper presents The Nielsen Company's work in this area, including demographic modeling of audiences and integration with consumer data to bring additional value and insights to Set Top Box data.

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Revised September, 2008