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- The TV-advertising industry is wrestling with a massive challenge: how to measure the audience for its shows on digital platforms.
- Incumbent researcher Nielsen has been working toward a solution, but many network executives are dissatisfied. As more consumers watch shows on devices other than television sets, it only gets more complicated.
- Having solid measurement is crucial is to keeping advertisers happy, and protecting the $ 70-plus billion ad market.
- In the meantime, digital media outlets like Facebook and Google continue to be seen as far more sophisticated when it comes to data, whether that perception is fair or not.
- There’s also tension between the TV networks and digital giants over how video is reported and compared by advertisers and the press.
- For the Winter Olympics, NBCUniversal is going its own way, stitching together data from multiple sources to make sure it captures all of the people watching the games.
We’re currently in the era of ‘peak TV’ – with 500 or more scripted series being produced — but nobody seems to have a good handle on how many people are actually watching them.
That may not matter so much if you’re Netflix or Amazon, because your subscribers pay the same amount whether they watch one show or twenty. But it matters a lot for $ 70 billion-plus ad-supported TV industry, which is facing a relentless ‘TV is dying narrative’ and seemingly fragile advertiser support.See the rest of the story at Business Insider
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See Also:
- Small brands and influencers are worried that Instagram is choking off their traffic — just like Facebook did with publishers
- It looks like the anthem protests hurt the Super Bowl ratings — and it should set alarm bells ringing on Wall Street and Madison Avenue
- Snapchat’s big bet on augmented reality seems to be paying off
