Enhanced For Your Pleasure: Nielsen Audio executives unveiled plans for the rollout of enhanced CBET PPM encoding and results from early testing during an NAB session in Atlanta today.

Nielsen has recently been conducting "non-currency" tests in Washington DC and Baltimore. Those are also the first two markets launching with the enhanced CBET encoding this month. Other PPM markets will get the enhanced coding and go live in November and December, while delivery of enhanced coding monitors will begin in 2016.

It was noted that the enhanced CBET encoding "increases code detection rates and the detection per minute rate." The tests also showed that enhanced CBET encoding improves detection, especially in high-noise environments" and "credits 100% of quarter hours in challenging acoustic conditions."

A Nielsen engineer stated that parallel testing against the "legacy" PPM encoding shows the enhanced encoding has a "positive impact on audience estimates." Among the findings from the enhanced coding non-currency tests:

• A 39% overall increase for station/demo/dayparts.
• The ratings impact was higher M-F, 6a-7p and for P35+.
• The AQHP was 15% higher.
• Overall, the AQHP share was .8 higher; the rating was .1 higher.

Nielsen will conduct a webinar to show the results for Washington and Baltimore, at which time they will also announce the next steps for the enhanced encoding rollout. The session was held at a large booth in the NAB's exhibit hall before a shoulder-to-shoulder crowd. No questions were taken following the 31-minute presentation.