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.


 
Forgot your password?
Username :
Password :

Poll

Poll: Is it censorship when a private retailer decides not to sell a particular video game?:

Shout box

You're not permitted to post shouts.
Wonderkarpjust be happy and encourage it.05/29/2015 - 7:37am
DocMelonheadSorry about that, but I'm surprise at what IP participate in this discussion.05/29/2015 - 7:25am
E. Zachary KnightIron, I did not Google Search because I figured the ESRB would publish such infor on their site, which is where I looked. http://www.esrb.org/ratings/ratings_process.jsp05/29/2015 - 7:22am
WonderkarpDocMelonHead, don't look a gift horse in the mouth05/29/2015 - 7:21am
E. Zachary KnightDoc, Uncalled for. Please keep things civil.05/29/2015 - 7:21am
MattsworknameThey were discussing the appeals process for Esrb ratings Doc.05/29/2015 - 7:21am
DocMelonheadDid IP post something that isn't related to White Supremecy?05/29/2015 - 7:13am
IronPatriotBut hey, you're welcome.05/29/2015 - 5:23am
Andrew EisenEZK did say he didn't find any info on the appeals process. And if all he did was look at the ratings process part of the ESRB's website, he wouldn't have. That's where I would have looked too. But hey, thanks for being thorough and finding the info.05/29/2015 - 5:01am
Andrew EisenDude, again. I am NOT saying there is no appeals process. THERE OBVIOUSLY IS. All I am saying is that the appeals process is not described in the ratings process part of the ESRB's website.05/29/2015 - 4:59am
IronPatriotI googled appeal esrb.org and it is the first and third hits. Second is esrb talking about appeals for web publishers. Gamefaqs is fourth.05/29/2015 - 4:01am
IronPatriotZachary said he did not find any information about a formal appeals process. I did a simple search and found two places on the esrb site with the info. Just sayin.05/29/2015 - 3:57am
IronPatriotOn Google I get "1 Written Testimony of Patricia E. Vance President ... - ESRB" http://www.esrb.org/about/news/downloads/pvtestimony_6_14_06.pdf05/29/2015 - 3:55am
Andrew EisenNow, that post on GameFAQs was made four years ago. It appears the ESRB has since moved the appeals process stuff behind the publisher login on its website.05/29/2015 - 3:32am
Andrew EisenOh, third link on the Google search. Okay. That leads to a GameFAQs message board which quotes a section of the ESRB website that includes a description of the appeals process. But when you follow the link, that quote doesn't exist.05/29/2015 - 3:30am
Andrew EisenThird link down from what? Look, I'm not arguing the existance of an appeals process. There obviously is one. I was merely noting that it's odd that it isn't described on the website's ratings process section but it is on the mobile site.05/29/2015 - 3:25am
IronPatriotOK, so use the third link down, which describes the appeals process and is not on the mobile site"Publishers also have the ability to appeal an ESRB rating assignment to an Appeals Board, which is made up of publishers, retailers and other professionals."05/29/2015 - 2:47am
Andrew EisenRight, which links to the ESRB's mobile site. On the website (again, unless I'm overlooking it) the appeals process is locked behind the publisher login.05/29/2015 - 2:37am
IronPatriotHuh? Google "appeals esrb". It is the first link. Click it. No login requested.05/29/2015 - 2:31am
Andrew EisenInteresting. It's on the mobile site but unless I'm overlooking it, I don't see it under the Ratings Process on the web site. It is under the publishers section but you can't access it without a login.05/29/2015 - 2:13am
 

Be Heard - Contact Your Politician