Word: nielsen
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Dates: during 2000-2009
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...findings are presented in a chapter of a new book, Eyetracking Web Usability, by Jakob Nielsen and Kara Pernice of the consultancy Nielsen Norman Group. Don't let the bland title fool you: what Nielsen and Pernice have done is track the eye movements of hundreds of people as they navigate websites, looking up advice on how to deal with heartburn, shopping for baby presents, picking cell-phone features, learning about Mikhail Baryshnikov. By bouncing infrared beams off a person's retinas and recording head movements with a camera, the researchers were able to deduce what sort of ads garner...
...Then there was the result that most surprised the researchers: text-only ads received the most looks. Part of that might be our accidentally thinking text-only ads are part of the information we're looking for. But as Nielsen explains it, the nature of the Web itself might be coming into play as well. Unlike television, which is a passive medium, the Web is all about taking action - searching, clicking, registering, buying, downloading. It might be the case that as we're out there on the Internet, what we're attracted to is content that gets us to where...
...Yale's Rudd Center for Food Policy and Obesity. The center is trying to expose the marketing tactics that make kids clamor for a sugary start to the day, crispy calorie bombs that are often low in fiber and high in junky carbohydrates. Rudd researchers just finished crunching Nielsen and comScore data - which track television and Internet marketing - to figure out exactly how much cereal advertising kids see. The result: obesity researchers for the first time have hard data proving that the least healthy cereals are the ones marketed most aggressively to children. (See which sugary brands do the most...
Networks use the data Nielsen gathers during each period to set local advertising rates; national rates, which comprise the bulk of TV ad revenue, are set separately and based on year-round data from select families. Still, local ads are a big chunk of a TV network's revenue, so when sweeps week - er, weeks - roll around, they try and game the system by doing just about anything to make sure you tune in. (See the best and worst Super Bowl commercials...
Advertisers sometimes complain that all the stunts create skewed ratings and more expensive advertising costs. Technology certainly exists to record ratings year round, and it may only be a matter of time until Nielsen is pressured into switching their model. But TV viewers will find no such solace this fall. Networks have planned an extensive slate of stunts to get you to move their dial-Oprah will interview Sarah Palin on Nov. 16, NBC is having another Green Week starting the day before that and shows like 30 Rock and Gossip Girl are loading up on stunt-casting...