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The Establishment Survey is a large-scale, face-to-face questionnaire survey, designed to define the
characteristics of the population to be represented and from which the potential homes for the panel are drawn.
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The data gathered during the Establishment Survey provides The Nielsen Company with the social and demographic features
of the local population, the penetration and characteristics of the television equipment ownership in each home and information on the local TV environment.
This information is then used to define the characteristics of the households recruited into the Nielsen TAM panel
and to define the universes for the expansion of the data. It also serves to provide Nielsen with a database of households from which the panel is then recruited.
The size of the Establishment Survey is related to the size of the universe to be measured and the size of
the panel to be installed. The first Establishment Survey is conducted prior to establishing a new
TV ratings panel and will be at least ten times the size of the panel to be installed. Thereafter, annual
Surveys will be between five and eight times the size of the panel, depending upon local characteristics of the country and the dynamics of the television environment.
The data gathered during the Establishment Survey has a low statistical error due to the very large survey sample.
