The Nielsen Media Research Center in central Florida governs the $65 billion TV advertising industry in the United States. Nielson uses Sybase ASE and Sybase IQ to store data and deliver reports to their customers. See how Sybase products deliver the timely, accurate and detailed information that is the life blood of their business. http://www.sybase.com [Video Transcript] Nielsen Media Research Success with Sybase Over the years, our television viewing habits have changed. What does todays TV market really look like? How many people are watching right now? What is the value of a 30 second time slot? From living room to database, Sybase helps deliver the answers in real time. The Nielsen Media Research Center in central Florida reports on 30,000 household viewers every day. The Nielsen clients are absolutely dependent on this information on a day-by-day basis. We are defined and are used as the currency for the 60 billion dollar a year television advertising business in the U.S. and thats a huge, huge responsibility. The data has to be accurate. So its a process chain from raw data collection to data refinement to rapid and high value data delivery and analytics. Thats, basically, what our business is all about. To maintain an accurate sample, Nielsen employs 1,200 field reps using Sybase SQL Anywhere and Power Builder to capture and upload data from their representative households. We are talking about mobile workers who are carrying around data thats updated every day. Without having that live type connection, wireless connection, back to the central office, I dont think theyd get their job done. Its that important. Nielsen also uses Sybase ASE and Sybase IQ to store data and deliver reports to their customers. Our most advanced database has national viewing data on it loaded every day and that is 20 terabytes. It happens, in a recent survey, to have come in second in the world in terms of numbers of rows involved. That database is running on Sybase IQ database engine. We are talking about our bread and butter system here. This is the backbone of the data collection. We are loading about 300,000 rows a second. If you dont have that speed, you cant build the product. If you cant run a query a thousand times faster, you wont be able to give them a response in any sort of time that they are interested in using it in. In addition to fast query speeds, Sybase IQ significantly decreases Nielsens storage costs. One place it saves us money is in the amount of disc storage that we need to support tens of terabytes. Tens of terabytes can be millions of dollars. It can be millions of dollars of disc in the supporting system and being able to cut that size down by 30 percent of its expected volume is very important to us. And while the people at Nielsen have their eyes on the TV audience of today, they also have their eyes on the future. Whether that means getting to them through the wireless internet environment, where they are using wireless laptops or PDA, those are things that will come to us in the future. To be able to handle plant requests in a very timely fashion is critical. Especially these days, cause everybody wants everything better, faster, cheaper, right? With the help of Sybase, it really helps us stay on top of things. Because Sybase technology allows us to do this, we are going to get together and achieve that breakthrough. Sybase. The Enterprise. Unwired.
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