Comparison of the audiences of television with a view digital – to- Merca2.0

There is an urgent need to convert views to digital television audiences and vice versa, otherwise, marks will continue to be deceived by the thin estimates display of digital video.

In recent months, it has been difficult to avoid the digital war in front of the tv. At the beginning of may, the CEO of YouTube, Susan Wojcicki, told the advertisers that YouTube was coming to "more than 18 to 49 years of age during the prime time of 10 television programs of the united States combined." A day later, Joan Gillman, COO of Time Warner, said the argument with the results of a study that shows that if YouTube were a tv program, would be positioned in 354, in a ranking measuring the share of the screen of the nation.

So who is telling the truth? Basically, it all depends on your definition of what constitutes a hearing. If we look only at range and ignore the last period, the approach of "digital", where three seconds of a video part, without sound, such as Facebook or Instagram, it makes sense.

however, if you are diving more deeply to the measure a hearing in a minute to a minute and then publishes the average of the length of the video, the results change dramatically. The descent from Gillman YouTube for the position 354 is accurate if measured audiences minute-to-minute instead of how they looked, momentarily to a digital video at any time.

Until recently, these distinctions really don’t matter. The digital video used by your system and the tv channels used his own. But as the ambitions of the social media platforms and digital have grown and their appetite for the advertising of the brand has been enlarged, the battle between television and digital video has intensified and, as is usual in marketing, the fight is by the numbers.

For instance, Yahoo said that its live broadcast of a football game drew 15 million viewers. That is a very impressive debut given the average game of TV attracts 18 million usually. But this is not a fair comparison.

While 15 million different people, in fact, at some point, briefly found the coverage, the average of the hearing, minute-to-minute, for the live broadcast was only 1.6 million viewers – less than a tenth of the typical television audience.

it Was a similar story when ESPN said that more than 115 million people watched the 2014 World Cup in Brazil in the digital devices in front of a paltry 4.6 million in television. But when you hold that number up to the level of a hearing average per minute, those many millions are converted in a digital public of 300 thousand, or about seven percent of viewers on television.

What if we urgently need is a Rosetta stone for the media to help us to translate views to digital television audiences and vice versa. The approach of "Measurement of total audience" proposed by Steve Hasker, president-global at Nielsen, it was the best answer until now. The tool, recently launched in the united States, allows advertisers to see a complete breakdown of the audiences for video across platforms of observation comparable through a single system of measurement.

No news yet on what the results tell us but this is a hearing where views digital actually occurred.