The old industry adage of garbage in, garbage out couldn’t be more applicable when it comes to advanced demographics.

After all, in order for agencies to accurately plan and execute media campaigns beyond age and gender—and for media owners to appropriately value these advanced demographics—it’s crucial for them to know how many of these people there actually are.

If not, a marketer could spend vital investment and effort seeking to reach consumers who simply don’t exist, ultimately leading to a waste of both time and money. Conversely, they could be shortsighted by underestimating the number of these consumers, ostensibly inaccurately measuring their own success in reaching them.

A recent Nielsen analysis, the first in a series, leveraged Nielsen’s gold-standard, national TV panel with person-level data to uncover insights into not just the universe of these advanced demographics, but what their media habits are. Specifically, the analysis looked at video game console owners—a group diverse in their media palate and connected to the TV, and maybe the sofa, in a multitude of ways—and focused on the size of the segment that industry CPMs (cost per thousand ad impressions) are based on to see if investments were being over-spent on campaigns.

For example, let’s say an entertainment company wants to reach video game players in the U.S. To start planning their media campaign, the company needs to determine the total addressable base of console owners. Using commoditized big data estimates*, the advertiser would believe that there are 135 million console owners watching TV (52 million households times an average U.S. household size of of 2.6).

The reality, however, is a little different.

Based on Nielsen’s representative panel, we found that there are actually 162 million video game console owners with the ability to watch TV in the U.S. So when a potential advertiser negotiates a buy based on this incorrect household-level data, they would be overpaying to reach this segment founded on the misguided belief that the addressable audience is smaller than it actually is.

The Legend of Zelda: The Wind Waker HD (Japanese: ゼルダの伝説 風のタクト HD Hepburn: Zeruda no Densetsu: Kaze no Takuto HD?) is a 2013 action-adventure game in the The Legend of Zelda series for the Wii U home video game console. Developed and published by Nintendo
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The gameplay is largely the same as the original version of The Wind Waker on the GameCube; however, the game offers graphical modifications and various new features from the original.

The Wii U GamePad’s touchscreen serves as a map and inventory, eliminating the need to toggle between gameplay and the menu interface. Players can use motion controls to control the Wind Waker.
Some weapons, like the bow, can be aimed using the GamePad’s gyroscope, as in Ocarina of Time 3D. The game offers Off-TV Play which enables the player to play the game solely on the Wii U GamePad. Mta roleplay gamemode download. The game can also be played on the Wii U Pro Controller, a controller similar to the one used in the original game.

The Legend of Zelda: The Wind Waker HD (USA) [Loadiine GX2]
Size: 4.10 GB
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The Legend of Zelda: The Wind Waker HD (EUR) [Loadiine GX2]
Size: 1.69 GB
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