A Super Bowl Cinderella Story
NBCU’s Super Bowl Victory
While a well-placed pass late in the fourth quarter gave the Los Angeles Rams a victory, from a TV industry perspective, the real winner last Sunday was NBCU. Not only did the Super Bowl see a massive ratings rebound regardless of who was counting, but the network’s decision to rely on iSpot, the first of several alternative (e.g., non-Nielsen) measurement providers it is looking at, wound up seeming more prescient than ever.
Nielsen first announced its linear ratings on Monday, at which point people started to point out the curious fact that ratings in both Los Angeles and Cincinnati were down from 2021.?
“Ooops!” said Nielsen. “JK. Let us take another look.”?
Then iSpot released their numbers, which showed viewing was up across the board, in both Los Angeles and Cincinnati and the rest of the U.S.
Some interesting stats from the iSpot numbers… [more]
ViacomCBS Is Now Paramount
ViacomCBS got out ahead of its Investor Day event by announcing a corporate name change to Paramount. The new name reflects their new priority, which is to double down on their array of streaming services, which now have a revised goal of 100 million streaming subs by 2024, a big jump from the previous goal of 65 to 75 million.
The company has been steadily adding subscribers, now has 56 million subscribers across all its properties, including 32.8 million on Paramount+, up from 16.5 million in Q1.
In addition, Pluto, the company’s popular FAST aggregator service added 10 million monthly active users (MAUs) globally. Bringing that total to 64 million while growing revenue by a whopping 45% YOY.
Viacom said all the right things about its streaming properties: they will offer a combined Showtime/Paramount+ subscription, they are partnering with CanalPlus (the OG “Plus”) in France to expand internationally, they are going to stop giving away streaming rights to all of their properties (Yellowstone, which is on Peacock) and they’re even launching a new series in the Yellowstone franchise to be called 1932, they’re launching a new Star Trek movie and doubling down on a lot of Viacom’s kids properties, everything from Dora the Explorer to SpongeBob to Teenage Mutant Ninja Turtles.
Much of which falls under the category of “what took you so long?”
The real story here though, is Pluto… [more]
Featured Report:?Why ACR Data Is Winning The TV Measurement Game
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.
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70.1% of those streaming the Super Bowl were “cord cutters” or households without a bundled pay TV service. Meaning 30% of those streaming the Super Bowl could have watched it on linear.?
“We want to elevate them and give them the respect that they deserve. A Mexican is not the same as a Colombian, and an Argentine is not the same as a Puerto Rican. A Mexican in Mexico might be different than a Mexican in California. We understand them.”
The addressable offer illustrates how eager TV networks are to court a growing category of advertising. A phalanx of so-called “direct response” marketers, who rely heavily on digital outreach to court customers, is gaining new influence on the networks. Marketers have come of age online but need TV ads to increase consumer awareness of their offers.?Even so, they are demanding a higher level of accountability from TV, because they get such granular tracking from their web-based marketing.
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“Ooops!” said Nielsen. “JK. Let us take another look.”?LOL
?? Co-Founder/Lead Analyst, TVREV, ?? Author, "Over The Top: How The Internet Is (Slowly But Surely) Changing The Television Industry", ??Keynote Speaker
3 年If you're digging this newsletter and want to share it with a friend, just tag them in the comments.
DER BUNTE VOGEL ?? Internationaler Wissenstransfer - Influencerin bei Corporate Influencer Club | Wirtschaftswissenschaften Universit?t Münster
3 年Thank you Alan Wolk - welcome ??