I am excited to share news of another innovation in Nielsen’s diary service that will improve the quality of the ratings data you receive. Beginning with the Spring 2024 survey, we are reselecting a small portion of previous diary participant households to once again complete a diary for a new ratings period. These ‘Targeted Reselects’ are the first time Nielsen has intentionally invited past diary participants to be part of a new survey week. We have adopted this technique specifically to improve the proportionality of the sample. Beginning with the Spring 2024 survey, Nielsen is leveraging previous Diary households that contain 18-34 year olds and showed good compliance and is inviting them to participate in a second ratings period.
This is designed to improve the proportionality of our sample, in particular among younger demographic groups. For this first wave (Spring 2024), we are focusing on 18-34 respondents, but moving forward (Summer and Fall 2024), we will evaluate and expand the focus of the Targeted Reselects initiative to cover additional sample groups as needed.
Nielsen considered introducing this enhanced stratification method in the Fall of this year, but after receiving client feedback on the importance of sample proportionality with younger respondents, we accelerated the implementation. Our plan is to source 10-15% of the total Diary sample from reselected households.
This enhancement dovetails with our previously announced Audio Diary Transformation; Nielsen is committed to the evolution of the Audio Diary to meet industry needs and measurement goals. This transformation journey will continue throughout the year as additional development and testing happens around the full address based sample (ABS) methodology and mobile survey (mSurvey) elements. We look forward to being on this journey with you and will be sharing more information with you in coming months.