With the advent of new technologies and changes in the way people consume content was never so difficult to determine the success or failure of a program
When the series premiered Limitless CBS television on a Tuesday night in September, 9.9 million people decided to see what it was. In the world of television today, which is precisely -given the flood unlimited programming on everything from Netflix, through cable and even YouTube and the infinite number of ways to consumirlo-, ten million pairs of eyes for new show is impressive.
And that was just the beginning. After considering the amount of people who played deferred and video on demand in the post-premiere program month plus data streaming the site of CBS and its app the total estimated audience of Limitless chain jumped to 16 million. “That’s a big difference,” says David Poltrack, head of research at CBS audience. “That’s the new way in which television programs are successful. There are successful only live TV on the chain. There are successful only on the Internet. It is an accumulation of this unequal distribution. You have to measure everything.”
It sounds so simple. Simply add up all the numbers, right?
Not exactly. The new mathematics of TV ratings and audience measurement has never been more complicated. Proliferated video platforms online -and diversify audiences in smartphones, tablets, laptops TV and connected devices such as Apple TV and Roku- have an accurate reading of public has become a huge task. There is no known single data provider; chains must meet sometimes contradictory information from a variety of sources. What is at stake. Without a complete picture of the audience of a show, neither producers nor advertisers know the real value of what they buy and sell
Nielsen, the stronghold of rating whose weekly reports have been deciding the life or death of TV programs for six decades, he wants to go to digital rescue with a new “measurement of total public” that promises to register the public on all platforms. This effort, which has been unfolding in recent months, may seem improbable result considering that the company has maintained that it can tame the digital chaos at least since 2007. That was the time when Nielsen, at the insistence of its partners in the industry, introduced the C3 metric called to account for the rise of video recorders (DVR); calculates the average alarm view a program in three days of broadcast. Five years later, advertisers and agencies began to embrace Nielsen rating C7, aimed at measuring the views in a week. But both figures quickly become less relevant, because people see weeks or even months programs after their initial broadcast. What’s more, Nielsen metrics traditionally have not taken the programs are for services streaming by subscription, such as Netflix and Amazon account. Since these platforms are free of ads, have no incentive to give ratings, leaving a black hole of information. Nielsen succeed with measurements of total public would be a real reinvention of the company, which has become targeted by media executives argue that their rating systems are outdated. “The idea that every Tuesday one receives a rating of what happened on Monday night, one that only represents 60% of what will end up being completely public is a frustration for us,” says Poltrack of CBS . Linda Yaccarino, head of ad sales for NBC Universal launched a tirade against Nielsen in the sample of electronic consumer goods in January, saying the rating C3 is “virtually useless”.
This type of complaints -with Nielsen disagrees not necessarily, it is what led the company to act six years ago, when the measurement of total public began to develop. Nielsen, in the end is a company with a market value of nearly US $ 17,000 million and for which the ratings are a significant part of their income. Steve Hasker, chief operating officer of Nielsen, said that the total public “is the largest product development project ever undertaken Nielsen”. He brought dozens of engineers to create programs for all devices that Nielsen now tracks, and to create a software development kit for media companies install on their app and VCRs online .
what does it include? Nielsen says it can now measure all TV and digital platforms -Netflix, Yahoo! and YouTube, between them. You can assemble statistics for a program based on metrics that are comparable across platforms, from view through the total time watching the program until the average size of the public. You can also divide the figures by devices and through a partnership with Facebook can offer demographics by age and gender for video viewers online .
Many in the television industry want Nielsen has success, particularly if the results counteract the negative assertion that TV ratings are in a downward spiral. According Hasker, “explain to advertisers, agencies and Wall Street that the number of viewers of my programming has increased, not reduced.”
The question of US $ 70,000 million in advertising is how people will respond marketing companies when Nielsen figures finally placed side by side the figures of public digital television and in a comparable format. Traditional metrics Nielsen recorded the average size of the public of a program per minute, while the metric video online has revolved around the views.
To get an idea distortion it creates, remember how bragged Yahoo! in October when it said it had 33.6 million downloaded via streaming of a football game between the Buffalo Bills and Jacksonville Jaguars. But only half were individual viewers and once the figures extends throughout the game, in television terms the figure gives an audience of only 2.4 million.
Surja or not a solution perfect, it is likely that the new measure of total public Nielsen succeed mainly in … promoting debate. “When marketing people think about marketing, do not think about TV versus online versus whatever,” says Brad Smallwood, vice president of measurements and analysis of Facebook, which introduced a product purchase notices Nielsen provides ratings for digital signage. “All they want to know is how many people saw your notice.”
Not all people agree marketing. “To some extent, the rulemaking of the ratings for all platforms makes sense, because it helps advertisers to compare apples to apples,” says Bre Rossetti, vice president and chief strategy and innovation Havas Media . “But it can also be dangerous.” Rossetti argues that the marketing people have instead to start trading with how intensely people engage with your content.
One benefit of effort Nielsen is that it could give television studios greater weight negotiating with services streaming . “My theory says one TV executive veterano- is that Netflix shows advances based on chains and cable” rather than based on their original content. If Nielsen data correspond to the theory of this executive says, “studies that sell Netflix may say..” A moment What wins them subscribers are my shows, not your Their shows are perceived what are you, but my shows are reality ‘. “
ups and downs in the
the major milestones that took the business of audience measurement
1950 the company AC Nielsen buys the service of national rating radio and TV Hooper and start measuring TV audiences.
1953 Forty-four million viewers (representing 72% of all TV households in the US) see Lucy Ricardo gave birth Little Ricky on I Love Lucy, CBS.
1970 the show of 42 ° Oscars gets most market share of all television transmissions: 78% of US households are winning film Lost at night.
2 012 The Good Morning America breaks the 852 weeks followed by Today as the show’s most watched American television.
2015 the presentation of Katy Perry in the final of football attracts 118.5 million viewers, which becomes the most watched halftime show in the history. But even more viewers watched the last 40 minutes of the game.
A new way of consuming television
Using your new tool for measuring total public, Nielsen differed six ways people he consumed a single episode of a drama of a string after it was released last September. He also had people who saw it live, along with those who recorded it with DVR, which used video on demand services, connected TVs and computers, and mobile devices in the next 35 days. Counting all demographics, 45% of viewers watched the live show. But when analyzed by age group, the figure varies dramatically, with 15% of people between 25 and 34 years watching the show live, versus 64% of the public aged 50 or more. Surprisingly, the younger viewers (18 to 24) were more likely to watch the episode live or digitally connected TV or video on demand. The digital alternative to an age group dominates 18% of people between 25 and 34 years saw the program on a computer or mobile device. Is the only age group that most spectators digital live … for now.
The fight for ratings (and dollars)
Changes lived statistics TV viewership in recent decades
78% Record
This is the power that won the Oscar telecast in 1970 in the US.
45% today
the percentage of US households now watch a live program.
33.6 million
This is the record lows that had a football game on Yahoo!
70 billing
are the billions of dollars that moves the advertising pie in the US.
18% youth
the percentage of young people who watch programs is by cell or tablet.
translation Gabriel Zadunaisky
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