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Nielsen Online Boosts Market Intelligence Service

Nielsen Online Boosts Market Intelligence Service
- New metrics raise the bar on Internet measurement standards in New Zealand

Auckland, 17 April 2008 — Nielsen Online has today announced that, in line with the continued evolution of the online landscape, it will be expanding its Market Intelligence service to incorporate three new metrics – Average Daily Unique Browsers, Total Time on Site and Total Number of Sessions. The additional metrics will provide the most in-depth measurement of the online landscape available in New Zealand, and will assist Nielsen Online’s clients to better understand website traffic and behaviour.


Average Daily Unique Browser (ADUB):
The ADUB metric calculates the number of unique browsers who visit a site on a daily basis. A recognised issue with cookie-based browser measurement is that browsers do not always equate precisely to actual visitors. For example, a user may visit a site, delete his/her cookies, then visit the site again during the same month and so be counted as two unique browsers in a monthly measurement of unique browsers. Users who delete cookies after each session could result in high re-counts over longer periods of time. Nielsen Online’s Australian Data Integration project has uncovered that, in a single day, the Unique Browser to people ratio for most sites is at least 95 percent accurate, meaning ADUB provides a highly accurate measure of sustained growth or decline and therefore a better ranking metric than the commonly used Unique Browser metric.

Total Time on Site:
As new technologies allow content to be viewed without generating additional traffic impressions, it is becoming more and more difficult to measure user engagement using page impressions alone. The Total Time on Site metric combines page impressions with page duration to allow site rankings based on both content and duration.

Total Number of Sessions:
Calculated based on the total number of times unique browsers visit a site during a reporting period, total sessions is a common key performance indicator for many New Zealand publishers and the incorporation of this metric into Nielsen Online’s Market Intelligence service will save time and reduce the need for additional calculations for reporting purposes.

“The online landscape we operate in is constantly reshaping and evolving,”says Tony Boyte, Senior Analyst, Nielsen Online. “Internet measurement companies need to ensure that the metrics they are offering the market provide the most accurate measure of website reporting, and Nielsen Online is constantly reviewing new metrics to ensure we are meeting these demands.”

For more information on Nielsen Online’s new Market Intelligence metrics click here now.

About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit nielsen-online.

About The Nielsen Company:
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (Nielsen Online, which is comprised of NetRatings and BuzzMetrics), mobile insight (Nielsen Mobile), trade shows, and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit,


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