Nielsen is making another play to properly account for the
increasingly elusive TV viewer. Starting during the 2014-15 season, the media
company will add mobile viewers into its TV ratings and dynamic digital
ratings, according to THR.
The news comes on the heels of the recently launched social
ratings that documents TV impressions on Twitter -- and a new fall season that
has the broadcast networks placing considerably less emphasis on overnight
returns. Unlike Twitter stats, however, these mobile views will be incorporated
into traditional TV measurements.
Since most broadcast TV series don't make their way online
until at least the day after airing, these new measurements likely won't have
any effect on Live+Same Day ratings reported every day. Where networks could
see an uptick is in Live+Three, the measurement currently used when selling
advertising, which has already enjoyed a healthy boost this season as more and
more viewers adopt time-shifting.
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