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Free Audience? I Think Not! PDF Print E-mail
Written by Chris Werner   
Thursday, December 03 2009 12:49
There is a loud cry in the land over Nielsen's decision to include time shifted viewing in the audience estimates and "dump" what they have used for 50 years - live only data. Well wake up my agency brethren the world has changed and I (for one) am glad to see that the monopoly ratings service has recognized it. At the heart of the complaint from the agencies in the land is that by including time shifted viewing station and program ratings won’t be as small as the agencies like. John Muszynski (CIO of Publicis’ SMGX unit) estimates that “the decision would inflate the value of TV advertising time by as much as 4% . . .” What he is really saying – or trying hard not to say – is that he prefers a measurement system that doesn’t reflect the reality of the way TV is consumed because he wants to pay less for the time and get the rest of the viewers who do eventually see the commercials FOR FREE. That is totally unreasonable and self serving – and I might add does the client no ultimate good. I believe that “live +1” or “live +3” is perfectly acceptable for most clients. The exception when you look at +3 is the retailer who’s having a sale which is over by the time the spot is seen. Please tell me how a package goods company or a beer company or a fast food chain is “hurt” by using a “live +” currency? What, the expiration date on the goods has passed? So stop worrying about getting something for nothing and let’s focus on getting it measured better (I would never say “right”) so that we can be sure and clients can be sure of exactly the audience levels they paid for and we bought.
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Last Updated on Thursday, December 03 2009 13:07