Warc, 5 June 2014
NEW YORK: TV networks and advertisers are to change how they
measure audiences for advertising purposes in order to take account of changing
viewer habits.
The Wall Street Journal reported that major US networks,
including NBC, ABC, Fox and CBS, had struck deals with media buying agency
GroupM that would mean viewing figures would be included for the seven days
after a prime-time show first airs rather than the current three days.
Figures from TiVo, based on the 2012-13 season, indicated
that such a move could result in an uplift of between 4% and 11% in audience
numbers for the most popular programmes.
During Fox's recent upfront, ad sales chief Toby Byrne had
signalled the need to discuss this issue. "With so much of our audience
choosing to watch on their own schedule, our business needs to evolve as
well," he said.
With higher ratings, networks would ultimately be able to
demand higher payments, but at first they may have to actually cut rates in
order to encourage buyers to make the switch from a three-day measurement
period to a seven-day one.
Rino Scanzoni, chief investment officer at GroupM, made the
point to the Wall Street Journal last month: "It's a matter of working out
the economics initially to make the transition one that's acceptable to both
sides."
The paper noted, however, that many marketers would be
reluctant to change as they currently had the upper hand in a buyer's market,
with networks battling falling ratings. Further, if viewers were already
watching their ads after three days there was no incentive to move to seven
days and pay for what is now 'free'.
Audience measurement has become an increasingly complex
business as the universe of devices and platforms expands. Measurement organisations
such as the British Audience Research Bureau already have to deal with
traditional survey data as well as device-based data from webservers and
set-top boxes.
And while these can take account of people viewing
programmes after broadcast, BARB told Warc's MAP conference it is also looking
to develop a measure for programmes shown online before broadcast.
Data sourced from Wall Street Journal; additional content by
Warc staff
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