NBCU Fires A Shot Over Nielsen's Bow
NBCU Goes All In On Alternate Currencies
It was a pretty genius location for NBCU’s big One22 event: Saturday Night Live’s legendary Studio 8A, the better to reinforce the heritage and glamor of the NBCU brand in particular and the television industry in general.
And then Kelly Abcarian, NBCU’s?EVP of Measurement and Impact said the magic words. “We will be transacting off of iSpot data during the upfronts.”
It was both unexpected and a major shot across the bow of her former employer Nielsen.
But more than that, it was about time…[READ MORE]
YouTube Launches A FAST... Of Sorts
Google has long been the magpie of the Media-Tech world, jumping from one bright shiny object to the next, without ever sticking around long enough to see it through. (Remember Google Plus? YouTube Red? The OG Chromecast dongle?)
So we are treating their decision to launch a FAST-like service via YouTube with no small degree of cynicism.?
The service, which does not appear to have a name, a separate app or even a unique interface, will serve up around 4,000 popular rerun titles ranging from Hell’s Kitchen to Father Knows Best, all of which feature a little “Free With Ads” tag on them.
On the YouTube TV app and the browser-based site, the new shows are part of a “Movies and TV” tab on the left hand nav that sits below News and Gaming on the TV and much further down (well below the fold) on my browser.
Meaning that unless you read about it in the trades, you are unlikely to ever know it exists...[READ MORE]
How do you measure today’s TV viewership? After speaking with a wide range of executives from brands, agencies, networks, streaming services, MVPDs and ad tech companies, the answer is clear—ACR data from smart TVs.
In this report, we remove the confusion that remains around ACR and explain, in plain English, how it works and what you need to do to take advantage of it.
We?also look at the?entire advertising ecosystem's roadmap, with predictions on what the future of measurement will bring.
LATEST FROM TVREV
Exclusive:?Don’t Look Up’s?David Sirota Makes The Case For Streamers To Tackle Tougher Issues In Their Programming Choices?-?John Cassillo
In this exclusive interview, the movie's co-creator makes the case for more difficult, controversial issues on streaming platforms (even news.) READ MORE..
Disney+ Parental Controls Could Seal Hulu’s (Eventual) Fate?-?John Cassillo
Is Disney laying the groundwork to combine its various streaming services under one roof. READ MORE...?.?
领英推荐
Samsung Ads Global Head of Analytics & Insights Justin Evans explains how data from the company's smart TV footprint supports smarter, data-informed decisions.?READ MORE...?
This week’s Data Dose dives into NBC's ad impression dominance, the impact of the password crackdown, and consumers clawing back their data.?READ MORE...
NEWS YOU CAN USE
Linear TV’s Tipping Point?
While linear TV audiences have been in decline for some time, this was especially sped up by the pandemic. Now, the bottom seems like it’s about to give out on cable TV audiences beyond sports and news, if you look at a recent?MoffattNathanson analysis of the situation.
TV Needs to Measure Audiences, But Won’t Have Nielsen or Comscore Accreditation For Upfront’s Start?[Variety]
To get back the audience metrics they need to bring in big hauls of advertising cash, the networks must find a way to convince Madison Avenue of the integrity of new tabulations of people using ad-supported versions of services like Hulu, Peacock, Paramount Plus, Discovery Plus.?
Why the Future of Streaming Will Look More Like the?‘PAW Patrol’ Movie and Less Like ‘Encanto’?[The Streamable]
Streaming services are spending billions of dollars to convince you to part with less than $15 per month. That?means expensive star-driven Netflix movies like “Red Notice,” special effects bonanzas like “WandaVision,” and intense?dramas like “Little Fires Everywhere.” But a new presentation by Paramount suggests a 9-year-old cartoon show might?be the key to streaming success.
Advertising
Streaming Wars
Data & Measurement
Sports
Landscape
Market Research and Marketing Communications Expert | Thought Leadership | Networking / Brand Visibility for Tech and IoT Markets - Consumer, Small Business, Multifamily
2 年Is it objective enough?
Media Executive, Market Research and Consulting
2 年It’ll be interesting to see what happens when the next owners take over!
President & Managing Member, Nicholas P. Schiavone, LLC
2 年The NBCU decision and announcement are dangerous. First, nothing I have seen or heard indicates that the MRC (Media Rating Council/E&Y) is in the loop to audit and to monitor the new measurements for validity or stability. Second, the scourge of Nielsen continues. Ask AT&T's WarnerMedia which just had to sign a new agreement without fully understanding its terms and conditions, but certainly knowing Nielsen’s price or else. That’s the way Nielsen negotiates. Third, once again, Ed Papazian reads the situation correctly. There is no level playing field. But what about the lovely lady above? Is she correct? Could this change everything? NO! ?? When it comes to media research and its uses, this is a Tower of Babel Industry … media, marketing and measurement. The players are all getting less for more. The only thing that’s growing is confusion and uncertainty.
Founder at Mondo Metrics | Professor | Advisor | Former CEO/Founder Delmondo (acquired) | Built 1st Analytics for Snap, FB Live, IG Stories, TikTok
2 年Thanks for the shout out Alan, an exciting week for Conviva and the entire measurement industry!
President at Media Dynamics Inc.
2 年I tend to agree about ACRs winning the TV rating race, Alan,---especially as they will constitute a large part of the new Nielsen "Big Data" service for national TV, including streaming. One of the primary reasons why ACRs are winning is not that they measure viewing--they don't. The real reason is that any set usage measurement that does not specify who ---if anybody---is "watching" favors time sellers and goes against the interests of the buyers and their CMO clients. This is because anyone can turn on a TV set and the household is considered "reached". And as "younger" ( head aged 30-55 ) homes contain 3.3 residents while older homes average 1.7 this means that a "younger" home is more likely to be using one or more receivers at a given point in time---which creates the illusion that TV "viewing" is heaviest among such homes. But it isn't. Actually, older pleople watch considerably more TV than younger-middle aged adults . Unless an adjustment is made, set usage data not only gives the sellers bigger numbers---especially for commercials--- but also can improve their audience profiles. So they, the sellers, are driving the move to ACRs---and I can hardly blame them.