Television executives have long maintained that every viewer counts. Never have they taken such a flurry of steps to make sure they can count every viewer. With audiences becoming consumers of video that streams from a panoply of screens, maneuvers to measure them are becoming commonplace. In recent weeks, local TV stations have declared they intend to stop using traditional ratings to account for viewership of their programming, vowing instead to rely on total viewer impressions, which count all ways a show is consumed, linear or otherwise.
Indeed, both NBCUniversal and Hearst have announced that their stations have already made the change, with other groups intending to follow suit between now and Simply put, the systems in place to calibrate couch-potato activity no longer meet the demands of the marketplace, says Jonathan Steuer, chief research officer of Omnicom Media Group, one of the largest buyers of advertising time.
Television viewership for decades has been determined by Nielsen , which can tell advertisers how many people are watching linearly, and then break that large mass into smaller chunks based on age, gender and other qualifying attributes. TV has long offered Madison Avenue the biggest audiences possible — and it still does. As for counting out-of-home viewership, the added injection may not pump national ratings back to previous heights, but TV executives expect it to augment daytime and sports programming significantly.
Advertisers will no doubt push back. Aside from financial haggling, there are also matters of logistics. Many advertisers — and media buyers — need to rework systems designed to facilitate ad purchases. Rating: Ratings are essentially percentages, measuring the portion of a given group — be it households, adults or women — watching a given show.
Share: The percentage of a given group who are watching TV at that time and are tuned into a given program. Total viewers: Pretty self-explanatory — the average number of people watching a program in any given minute while it airs.
Overnight metered market ratings: These are the first ratings released each morning — or they were, anyway, until Oct. They had been useful for gauging live events since they measure programs instead of just time periods.
They include both live viewing from the previous night and delayed viewing until 3 a. Fast nationals are generally pretty accurate for entertainment programs, with occasional small adjustments in the finals. Live-plus Same-day ratings with three additional days of DVR and on-demand viewing added in.
The majority of delayed viewing that Nielsen measures happens in this timeframe, with most shows growing their audiences by a good amount. Live-plus The same as live-plus-3, extended to a full week. In the season, two dozen series at least doubled their ratings after seven days. But even though consumers have an array of platforms and content choices available at their fingertips, linear television—which delivers video programming through an over-the-air, satellite, cable or internet connection—remains a mainstay in U.
Understanding TV viewing behavior is critical for all parties in the media ecosystem. Nielsen ratings tell media participants who was exposed to content and advertising. We use multiple metrics such as reach, frequency, averages and the well known ratings—the percentage of a specific population that was exposed to content and ads—to determine exposure.
0コメント