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State of the Screens

Nielsen to Include Xfinity TV Digital Viewing in Ratings

By November 20, 2018No Comments

Big announcement: Viewership from Comcast’s streaming video app (Stream) will now be counted in Nielsen TV ratings.

Why this matters: Viewership is rapidly shifting to streaming and both networks and advertisers want a more accurate picture of the audience (size, demographics, etc.).

Flashback #1: TV Has A Melting Iceberg Problem

Flashback #2: Ad execs are deeply skeptical that TV measurement will ever catch up to digital — putting comScore and Nielsen on notice and billions on the line

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 #3: Nobody seems to know how many people watch TV shows these days — and that should terrify the ad business

More #1: The Future Of Legacy TV Advertising: Audience Targeted, Data-Driven Campaigns

More #2: Is Advanced TV Poised for a Breakthrough?

More #3: Digital Ad Marketplaces Don’t Work For TV

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.