By Jennifer Miller, OgilvyEntertainment Associate
For decades, television ratings have been based on the Nielsen standards, but with the changes in the way people watch TV, standards of measurements should be changing as well. In a recent article in Wired Magazine, experts discuss how advertisers and media companies are hustling to adapt to consumers. According to the article, “it’s not rare for a huge portion of a show’s audience to watch it well after it originally aired” indicating that the “real-time” analytics that Nielsen ratings once gave us may not be an accurate representation of the show’s reach and success.
TV viewers access content via smartphones, tablets and computers, and they love having the control to watch how and when they want. With the rise of the second screen (or “the first screen” as Doug Scott considers mobile), consumers are also engaging with TV content more than ever before. Watchers are using Twitter, Facebook and other social platforms to react to what they are watching. Capturing and analyzing this sentiment could drastically change the ratings of shows.
As a result, Nielsen has made some adjustments to their model to account for this, but is that enough? Today, the socially driven consumer has so many more outlets for expressing sentiment around television. Is it even possible for us to capture it or synthesize it? Twitter’s recent partnership with Bluefin Labs will allow companies to better understand social TV analytics. Not only does the platform evaluate shows but it can also evaluate commercials, thereby helping advertisers to evaluate the effectiveness of their content and craft more targeted messaging. To read more, head over to Wired’s The Nielsen Family is Dead article here: http://www.wired.com/underwire/2013/03/nielsen-family-is-dead/