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Embedded Markets

E

e-dawg

I notice that some people on this board mentions about embedded markets such as San Francisco (San Jose, Santa Rosa), New York (Middlesex-Somerset-Union
Monmouth County, NJ, Morristown, Nassau-Suffolk (Long Island), Putnam, Rockland and Westchester Counties, NY, Stamford-Norwalk CT), Washington DC (Frederick, MD, Stafford County, VA)

Question is what is "Embedded Markets"? How does it work? How they report the diaries i.e. San Francisco (San Jose & Santa Rosa)?
 
e-dawg said:
I notice that some people on this board mentions about embedded markets such as San Francisco (San Jose, Santa Rosa), New York (Middlesex-Somerset-Union
Monmouth County, NJ, Morristown, Nassau-Suffolk (Long Island), Putnam, Rockland and Westchester Counties, NY, Stamford-Norwalk CT), Washington DC (Frederick, MD, Stafford County, VA)

Question is what is "Embedded Markets"? How does it work? How they report the diaries i.e. San Francisco (San Jose & Santa Rosa)?
Click to expand...

You have it backwards.

San Jose and Santa Rosa are smaller sub-markets that are part of a bigger MSA... in that case, San Francisco. In other words, they are "embedded" inside the big market.

The reason for all embedded markets is to allow stations that cover a small part of the bigger market to have a book that just shows their region.

Santa Rosa CA has local stations, but they don't significantly cover the San Francisco Metro Survey Area. So they paid Nielsen to do a breakout of just the local county area. They no longer do as stations did not pay for it any longer, so there is no separate Santa Rosa book. But San Jose does have an embedded market still, paid for by some of the stations with just a South Bay signal.

There are two embeddeds in the the DC market, New York City has 6 smaller markets embedded in it, and Hudson Valley has one, too.
The difference between an embedded market and just a single county extract from a larger market book is that the embeddeds are fully weighted and have a precise quota. The same respondents, though, are tabulated in the full market book, as well.

DC, NY and SF are metered markets. There are no diaries.

Hudson Valley is a diary market.
 
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