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State of the Screens

Ad execs are deeply skeptical that TV measurement will ever catch up to digital — putting comScore…

By September 19, 2018No Comments
The way that video advertising is measured is going through significant changes, and many are starting to question whether comScore/Nielsen are up to the task.

U.S. TV homes according to Nielsen:
1) 2017–18–119.6M
2) 2018–19–119.9M (↑ 0.2%)

Software + Data: Media buyers and planners are now faced with a near limitless number of options for where to advertise and who to target. The role of software will only grow as complexity increases.

Going their own way: NBCUniversal has gone so far as to launch their own measurement product. Expect this to continue with other networks.

Flashback #1: Facing pressure from clients, Nielsen says it is changing how it measures television ratings

Simple math. More households w/ streaming TV = more fragmentation in viewership between digital and linear TV = increasing difficulty in measuring total viewership.

Quote from Bob Greenblatt — Chairman @ NBC Entertainment.
“I don’t think the broadcasting narrative should be linear versus digital anymore, but rather linear plus digital,”… “I would love to get to a point where the live, same-day rating was the proverbial dinosaur instead of the broadcast network.”

Estimated impact on ratings when non-live (35 days) of viewing is added:
1) CBS Average — ↑ 53%
2) Big Bang Theory — ↑ 66%
3) Bull — ↑ 57%

Flashback #2: Nielsen Will Give Digital-Ratings Credit for Video Views on Facebook, Hulu, YouTube

More #1: The future of TV is now (or never)

More #2: This just in: TV advertising still works

More #3: Can the TV Industry Finally Embrace Technological Transformation?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.