September 28, 2017

Hurricane Season: Wreaking Havoc on Land, Sea, and TV

The unprecedented fury of Hurricanes Harvey, Irma, and Maria caused power outages, flooding, and hundreds of millions of dollars in damage. While this season’s aggressive hurricane […]
September 21, 2017

Taking Targeted Linear to a New Octave

When we started clypd in 2012, we were one of a very small group of companies singing the dream for data-driven, audience-optimized TV ad sales. We […]
October 24, 2016

Forecasting Audiences: It’s Essential, But No One Said It Was Easy

Linear TV is a futures market: deals are agreed ahead of campaigns being aired, usually with an agreement that a particular audience level will be delivered. For this to work as efficiently as possible, good audience forecasts are essential. Where forecasts are wrong, the media owner either over delivers, effectively giving away audiences for free, or under-delivers, requiring additional inventory to be added to the campaign for free. Forecasting is a lesson in humility because no one gets it right all the time (Exhibit A: the media’s current favorite geeky guru, Nate Silver, who failed to predict that Donald Trump would be the Republican presidential nominee). No forecast is perfect and no forecasting model is good for all time, because the landscape is always changing.
September 16, 2016

Can We Trust Political Polls and Why Do We Still Use Nielsen Ratings?

The answers to these questions have a common origin that takes us back 80 years to 1936. Commercial consumer and social research was a new business then – AC Nielsen had been founded 13 years previously (in 1936 it was about the same age as Facebook is now) and Gallup inc. was just one year old. As it turned out, events in 1936 would soon make Gallup front-page news. Like 2016, 1936 was a general election year in the US and there were opinion polls. One organization that considered itself expert in this field was The Literary Digest, a magazine that had been in the polling business since 1916.
February 9, 2016

Nielsen’s Panel Expansion and National Ratings Modeling: What’s Happening?

You may have seen reports that Nielsen has expanded its US National People Meter panel and is using modeling in this expansion. What does this really mean? To understand the change that Nielsen has introduced, it’s useful to lay out the Nielsen TV measurement landscape in the US.