NIELSEN’S RIVALS REACT TO JOINT INDUSTRY COMMITTEE PLAN

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Categories: media • online media • portable people meter • pp1 • pp2 • ppm • program directors • tv content • tv programming • Tv stations
10 Jan
0

The audience measurement companies looking to offer alternatives to Nielsen were mostly supportive of the move by major programmers to create a joint industry committee that will standardize and design multiple currencies for buying and selling advertising.

Nielsen has long dominated the measurement business and a new group could be a step towards putting providers on a more equal footing.

“We’re very supportive of the newly formed JIC as it represents clients we’re all actively working with to accelerate the adoption of new currencies,“ VideoAmp president Michael Parkes said. “The committee’s goal to increase collaboration is directly aligned with our own mission to increase the value of advertising. We look forward to what this means for the acceleration of new currency implementation at scale across the industry.“

Ashwin Navin, co-founder and CEO of Samba TV, also said the JIC would help the industry deal with more complicated viewer behaviors and new demands from media buyers and advertisers.

“It has long been clear that the U.S. model of a single measurement monopoly would not be able to keep pace with the rapid state of change in viewing behavior we are experiencing today and that it would ultimately fail to provide the kind of diversity and accuracy in measurement that media buyers are demanding,” Navin said.

“This news is a critical step towards a multi-currency world where the industry is empowered to adopt the data and technology it needs to develop advanced and transparent methodologies for measurement versus the legacy black-box tools we have been confined to for decades,“ he continued. “This is a great moment for publishers who will have full transparency into the value of their programming, for advertisers who will be empowered to go beyond legacy models from two generations ago that no longer make sense in today’s diverse audience and programming world, and for consumers who will now have far more advanced tools measuring their attention providing better insights to guide content investments.

“One of the biggest challenges of the legacy approach to measurement today is the one-size-fits-all approach, which may have made sense a half-century ago but frankly makes no sense in today’s incredibly diverse and fragmented media landscape,“ Navin said. “A program that attracts a highly diverse or hard-to-reach audience, for example, but ultimately captures a smaller overall share of attention of a mainstream program, could be canceled under the existing legacy model. By embracing new and innovative methods that go well beyond the simple age and gender metrics that have guided the industry for decades, and empower advertisers and programmers to truly understand who their audiences are and their real value, we will enable creators to continue to think outside the box in the development of incredibly diverse and entertaining content.”

As for Nielsen, it didn’t seem to object to the formation of the JIC, even though it appeared to be designed to reduce its dominance.

“We appreciate working with all the industry bodies vested in the best way to measure the changing audience and providing fidelity and trust between advertisers, agencies, publishers and platforms,“ Nielsen said. “We continue to believe it is critical to have measurement that is transparent, consistent, auditable and independent.”

iSpot.TV, another company leading the charge to provide an alternative to Nielsen, wanted more specifics on the JIC plan.

“While iSpot awaits details on how to participate in the certification process, as careful stewards of second-by-second ad measurement for hundreds of brands and partners to all TV networks, we can already confirm iSpot will invest in deepening its relationships with all parties involved,” the company said in a blog post.

“The coordination from programmers/publishers represents a good opportunity for the buy and sell side to focus on a common language and set of specifications to bring greater transparency and actionability to premium video,“ iSpot continued.

“We believe standards can enable brands to transact on TV and streaming using the metrics they know and trust, while reducing the amount of guesswork and layers of translation that can slow down all sides of the equation.

“With all the fragmentation brought on by streaming and an explosion of consumer choice, brands need a unified view of TV advertising and an ability to invest in a way that suits their goals. That means the ability to measure streaming and traditional TV together — and the ability to toggle between advanced audiences and broad demographics across both linear and streaming. Networks agreeing to coordinate around premium video standards provides a pathway for optimized spending for brands and cuts down on wasted time, money and opportunities during critical campaign cycles,“ iSpot said.

“As we continue our work as the new currency built for brands, we know the transformation to new systems is a process,“ iSpot said. “Hopefully, through a coordinated approach, networks just made your job as a marketer a bit easier.”

Comscore seemed to be more enthusiastic about the JIC announcement.

“Comscore congratulates OpenAP, the VAB and its network programmer partners on this initiative. Comscore has long supported our industry partners in their quest for new television and cross-platform currency, and this initiative will definitely foster a future with greater measurement competition, inclusivity and innovation,“ Comscore said. “We look forward to our continued leadership in cross-platform measurement and supporting all of our client’s business intelligence needs.”

courtesyofnexttv.com

HOROWITZ: GEN Z WATCHING BOTH PROFESSIONAL TV, NON-TV CONTENT

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Categories: media • online media • pp1 • pp2 • ppm • program directors • tv content • tv programming • Tv stations
06 Jan
0

Older Gen Zers watch more professional TV content than their younger counterparts

Gen Z viewers split their viewing time evenly between long-form and short-form content, with the older portion of of the demo spending more time watching traditional TV programming, according to a new study by Horowitz Research.

The Focus Generation Next survey of 800 Gen Zers 13-24 years of age reports that while the group as a whole splits viewing time rather evenly between professional TV content from networks and streaming services and non-TV content such as user-generated videos, there are different viewing patterns within the demo.

The report found that 18-24 year olds spend more than half of their viewing time (52%) watching content from networks and streamers such as Netflix and Disney Plus compared to 47% of 13-17 year olds, who spend more of their time viewing non-TV content.

Older Gen Zers are more likely to watch content from a wider variety of platforms – including subscription streaming services and virtual MVPDs like Hulu TV and Sling TV – than younger Gen Zers, who are more dependent on their parents to access cable or streaming services, said the survey.

Overall, Netflix, Disney Plus and Hulu are the most watched services for Gen Z viewers, according to the survey.

While short-form video is the preferred choice for younger Gen Zers now, as they grow older they will most likely gravitate to traditional TV content for their viewing choices, according to Horowitz.

“We are often asked how media brands can engage with Gen Zers who seem to be so immersed in short-form content. I like to remind them that this generation is not the first cohort of young people to be engaged in short-form content,” said Horowitz Research chief revenue officer and insights and strategy lead Adriana Waterston. “Engagement with short form does not totally cannibalize long-form viewing. Young people today are still watching professionally produced TV content, just less of it compared even to older audiences within their generational cohort. As younger people’s lifestyles change as they enter new life stages and as they develop different interests, deeper engagement with long-form content across a range of genres will follow.”

 

Courtesyofnexttv.com

RATINGS-DRIVING CONTENT? INCLUDE EVERY LISTENER!

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Categories: pp1 • pp2 • program directors • radio content • radio programming • radio stations
28 Dec
0

Brainstorming interesting topics is just one half of the equation; finding mass-appeal angles is the most creative part of successful storytelling.

How to find and present compelling radio content is one of the topics program directors should know how to engage audiences with great content from a radio programming (rather than pure journalistic) perspective. They should always try to take it to the largest common denominator.

“WE COULD ASK A DOCTOR WHAT TO DO AGAINST HAY FEVER”

BE CRITICAL ABOUT CONTENT

What makes radio different from print & online is that it’s linear, so audiences cannot skip items, as opposed to a newspaper or website. Every listener has to get through every bit, and has the ability to jump off when it’s not interesting. Think carefully about what to put on air. What we already do with music scheduling — playing songs that appeal to a large audience, based on research — do the same for radio content. Instead of asking, “who will be interested in this bit?”, ask which percentage of the people who are tuned in right now, is not interested?

CHOOSE ENGAGING CONTENT ANGLES

Interest does not even depend so much on the chosen topic. It depends more on the chosen angle, and how a bit is being introduced. The percentage of people who are interested should be greater than those who are not, meaning: in your choice and approach of topics — and in everything you do on air, for that matter — you want to include listeners, rather than exclude them. Appeal to as many as possible.

FOCUS ON ORIGINAL PERSPECTIVES

The real creative challenge is to come up with original ideas for implementing a topic. An expert sharing ‘how to’ tips is an often-used angle. The challenge of this approach is that 85% of the listeners would not care about (this way of covering) the topic.

“THERE ARE MORE CONSUMERS EXPECTING A PACKAGE THAN THERE ARE PEOPLE WORKING AT AMAZON” 

APPEAL TO LARGE(R) AUDIENCES

Try to take it to the largest common denominator. People’s perspectives are differently, so pull several different ‘approaches’ out of a hat, which can lead to a funny bit, which hopefully entertained a larger part of the audience. To simply cover the topic by interviewing an expert, would not only rule-out 85% of the audience, it won’t be really interesting for the 15% either. Perhaps they probably have the issue for quite some time, and know how to handle it.

KEEP MASS-APPEAL TOPICS BROAD

It makes sense to keep a topic that everyone cares about also interesting for everyone, because a too segmented approach, such as ‘this is how victims of burglaries suffer from breaking and entering’, would only speak to people who have had this experience.

INVOLVE ALL LISTENERS ALWAYS

“The European Football Championships? Talk about how fans are celebrating, rather than sports facts. Those with a keen interest in sports know more than you can ever cover on air. When there’s a strike at a local distributor of Amazon, rather tell people if their package will arrive in time. There are more consumers expecting a package than there are people working at Amazon. Otherwise we would run the risk of making radio for specialists; today for hay fever sufferers, tomorrow for robbery victims; constantly talking to small fractions. Stay away from “The Big Addition Deceit”; the idea that when we have spoken to all of these segments one time, we have reached everyone. The opposite is true, because with every single specialized bit, you’re neglecting a huge amount of not-interested people, who may tune out.

FIND UNIQUE LOCAL STORIES

It’s not just about what you want to do, but also (and maybe even more) about what you want to do with it; finding a story angle that will interest a large part of your audience. When you have good stories, you can get very far as a station. In a search for good stories, and in light of Munich already having the world’s largest Volksfest and Germany’s leading football team, they got the idea to highlight less-known local achievements, well-branded as Die Gong 96.3 München-Rekorde (The Gong 96.3 Munich Records).

MAKE USE OF CROWDSOURCING

They did not do the obvious; just presenting some nice stories, but actively involve listeners in and reward them for finding stories instead. Whoever brought in the ‘record of the week’ story, got a € 10.000 (then about $ 11.200) cash reward. It was a successful radio promotion because of its local character, its extended purpose – it was not only engaging and entertaining listeners, but also giving them monetary value.

MEASURE CONTENT ALONG CRITERIA

Although you can research a lot, you find the best stories when you activate your community. The city’s tallest person is 24-year-old Jannis: 2 meter and 22 centimetres! Another extraordinary case is the biggest age difference in a relation; Lia (33) is living together with her husband Heinrich (84). Jaw-dropping stories are also clickable & sharable via social media that are great distribution tools in addition to the station website. Gong 96.3 tries to feature surprising, current, regional, unique, emotional and valuable stories. These 6 points should — as much as possible — be included in every piece of content.

 

 

NIELSEN PLANS TO ROLL OUT 3,000 WEARABLE PORTABLE PEOPLE METER

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Categories: portable people meter • pp1 • pp2 • ppm • radio content • radio stations
05 Aug
0

Nielsen said about 3,000 of its nearly 60,000 portable people meter panelists will be getting new Portable People Meter Wearables, starting in September.

The new wearable technology is part of Nielsen’s effort to modernize its panels, improve the panelist experience and increase participation among more challenging demographics.

The data from the PPM Wearable will be used to measure national and local TV and audio and measure out-of-home tune-in.

Nielsen said the wearable PPM metering will be a key part of Nielsen One, the company’s upcoming measurement system designed to deliver a single, deduplicated metric for total media consumption across TV, digital and audio.

 

Nielsen has been under fire for the way it managed its panels, which resulted in undercounting viewing during the pandemic. Nielsen has said it is again managing those panel homes in person and is restoring the number of homes in the panels to pre-pandemic levels.

The wearable people meter is smaller and can be worn as a wristband, using clips or as pendants.

“By modernizing our panels with the PPM Wearable, we are not only improving the overall panelist experience and increasing engagement, but also ensuring our measurement is durable and can adapt to evolving technology changes,” said Mainak Mazumdar, Nielsen’s chief research and data officer. “This is another example of how Nielsen is continuing to innovate in our march towards Nielsen One in order to create a better media future for the entire industry.”

Nielsen said it plans to share top-line findings in Q2 2022 of the subset of panelists in this phase, with the full rollout of PPM Wearables in new panel households planned for the second half of 2022.

 

courtesyofnexttv.com