Nielson Digs Deeper for Beefier Metrics on Gamers

April 27, 2010 -

In a bid to drum up metrics on gamers that are comparable to those kept on users of other more traditional media, Nielson Games recently conducted a study of Xbox 360 owners that play the game 1 vs 100.

Working with Microsoft for the pilot study, the company placed watermarks in Season 2 of the game, which allowed the researcher to retrieve specific audience data over a 13 week period from November 2009 through February 2010. The study utilized two versions of 1 vs 100; the live form of the game and an Extended Play version that allows players to brush up on the game.

The average length of play for both versions of the game was over 70 minutes, while the average session for the live version was 87 minutes. Noting that 1 vs. 100 allows for advertising  integration during “game breaks,” Nielson’s Gerardo Guzman offered that, “Advertisers should be very interested to see the amount of time consumers spend interacting with these games – especially during those appointment-based ‘1 vs 100 Live’ sessions.”

While previously Nielson was able to report that 18-34 year olds made up 45% of all Xbox 360 console usage minutes, the new research method allowed them to see that that same age group contributed to 55% of 1 vs 100 players. Nielson stated, “These specific metrics help to provide the type of insights advertisers and media planners need to compare video game platforms to other types of media.”

Guzman also stated, “What makes this pilot study so important is the potential for precise audience segmenting. As more game companies and advertisers participate in studies like these, we’re able to define and refine an efficient set of metrics for gaming that can be compared against other media.”

Nielson also reported that gaming has a “prime time” just like television; peak gaming time during the week is between 7PM and 11PM.


 
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Goth_Skunkand repeats the cycle, over and over. Presently, the far left culture is overreaching, and is about to lose their stranglehold on power.07/06/2015 - 10:01pm
Goth_SkunkAs far back as the 60's, according to the writers. The culture war moves in cycles from one generation to the next. The left rebels against the right, takes over, overreaches to the point where the right rebels right back, takes over, overreaches ->07/06/2015 - 9:58pm
MattsworknameGoth, what "Comming overreach" , the media and goverment have been overreaching for years07/06/2015 - 9:34pm
MattsworknameJim sterling is awesome ,dont always agree with him, but when it came to those guys, he was dead on. Thank god for jim.07/06/2015 - 9:33pm
Goth_Skunk"Welcome to Culture War 4.0: The Coming Overreach" an excellent opinion piece by The Federalist. http://ow.ly/Pggw507/06/2015 - 9:32pm
Wymorencehttp://goo.gl/snN00H Okay, this is hysterical if you've followed the Digital Homicide Vs. Jim "Mother****ing" Sterling stuff. A podcast of the two groups talking it out with one being eviscerated07/06/2015 - 9:12pm
Matthew Wilsonhttp://www.engadget.com/2015/07/06/kuratas-versus-megabot-robot-duel/ ok I want to see this. not gamming related but still cool. us giant robot vs Japanese giant robot.07/06/2015 - 8:39pm
Goth_SkunkFair point.07/06/2015 - 7:56pm
Andrew EisenNo argument there.07/06/2015 - 7:46pm
Matthew Wilsonwell it would benefit Reddit to fix that asap. when of of the work on the site is done for free, there is no reason not to give them 1 of the few things they are asking for (better communications).07/06/2015 - 7:45pm
Andrew EisenRight and THAT'S what she appears to be apologizing for.07/06/2015 - 7:39pm
Matthew Wilson@AE the thing is it wasnt the firing in of it self that people got upset about, its the lack of communication. this would not be a issue if admins would just communicate more with mods.07/06/2015 - 7:39pm
Andrew EisenI don't get the sense she's apologizing for firing one of their employees. For all we know, they could have a very good reason for letting her go. But yeah, hopefully Reddit's subsequent actions speak louder than Pao's words.07/06/2015 - 7:34pm
Goth_SkunkIf Pao is directly responsible for the termination of Reddit's AMA co-ordinator, then good for her for owning up to her mistake. If she wasn't, smart business sense to take the fall. It will all be in vain though if she can't earn back the trust she lost.07/06/2015 - 7:23pm
Matthew Wilsonhttp://money.cnn.com/2015/07/06/technology/reddit-back-online-ellen-pao/index.html she kinda had no choice given what happened Friday.07/06/2015 - 6:48pm
Matthew Wilson@matt dont get me wrong, I think steam is a better platform, but it does need to improve in some areas07/06/2015 - 6:48pm
MattsworknameYes, but thats only cause its actual software systems are far worse thn steam07/06/2015 - 5:56pm
Matthew Wilson@matt well it got refunds before steam, and has better customer service07/06/2015 - 5:50pm
MattsworknameOrigin is getting better, but its still miles out from being on Steams level.07/06/2015 - 5:27pm
PHX Corphttp://www.reddit.com/r/gaming/comments/3bvzy7/as_a_former_developer_theres_a_lot_of_things_i/ Reddit Games: As a former developer, there's a lot of things I wish gamers knew. Here are some of those things...07/06/2015 - 10:52am
 

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