Nielsen Reveals Total Audience Data Results

Nielsen spokesman Ben Billingsley opened the meeting and stated that quotTotal audience is the framework for measuring audiences across platforms so that the data can be presented in comparable fashion from TV to digital on a like for like basisquot Nielsen is currently working with clients who are reviewing their data from Total Audienceamp160 Nielsen39s presentation was based on blinded cuts of the data and the results were presented by Glenn Enoch Senior Vice President Audience InsightsEnoch explained that his presentation would give us quota sense for what kind of consumer insights can be gleaned from Total Audience and to demonstrate its full capabilities Today we are able to look at individual pieces of content and can see how consumers got to them whether live timeshifted via VODamp160whether the same ad load or different or no ad load on the PCamp160or smartphone or tablet Essentially what is the mix of vectors the viewers use to get to the contentquotIn a departure from the industry standards for measuring viewership plus 3 or 7 days viewership to content in Total Audience will be counted into perpetuity enabling the ability to see how viewership changes over time even years The data presented at the breakfast reflected adults 1849 in a mixture of both broadcast and cable individual programs The data was collected into buckets of viewership source and was reported collectively and by genreHere are some of the takeawaysAll programs experience lift above the Live plus 7 days delivery although the degree of lift varies by genre amp160some by as much as 50Programs that have more lift tend to get that lift later after day 35Different platforms have different levels of lift For example DVR contribution tends to be more frontloaded It delivers less and less lift as time goes on based on the average of all networks included in the analysisPrograms with viewership after 35 days are tending to get lift from VOD on any device that is a source of VODThe amount of lift and the type of platform used for viewing varies by program genre over timeReality competition shows have the least amount of lift over time because of the timeliness of the content quotMost to all viewing is done upfront within first weekquot Enoch said quotAll viewing is done in the first month and it affects the vector that people do to get to the showquot he added Most viewing is either Live or DVR while only 7 of viewing to reality competition is on VODSerial dramas have the second lowest amount of lift followed by episodic dramas such as crime shows that are more standalone in terms of story line and can be viewed out of order 76 of all viewing of serial dramas takes place in the first week indicating that viewers want to see one episode before the next one airs while with episodic dramasamp16039 of all consumption is after day 7Sitcoms tend to experience similar lift to episodics but the viewing vectors have a more equal distribution of DVR and VODAdult animated comedies experience the greatest amount of lift over time in this analysis and more than half of the viewing is using library content on VODThe method of viewing changes as distance from original air grows shifting from Live and DVR to more VOD and digitalViewers will watch longer when they are viewing on demandamp160 For two hourlong programs viewing time was up from 1520 mins on average for live viewing to over 30 mins for ondemand viewing Total content duration was about 45 minutes because ads are not measuredamp160The presumption as to why this is is that quotLive viewing is more fluidquot Enoch offerd quotwhile with VOD one chooses to view that programquotOn demand audiences tend to be youngerOnline viewing length is longer than live and are younger than liveA larger percentage of TV content viewing is consumed on larger screens not on smaller screens Tablets for example quotare designed for shorter term consumptionquot Enoch explainedquotThis data enables our clients and the industry to understand how audiences build across timequot said Kelly Abcarian Senior Vice President of Product Leadership at Nielsen quotSo the networks and the broadcasters and the content owners can have more firepower to talk about how their audience looks across time so they can better position and plan and sell that out to advertisersquotNext steps Nielsen will be releasing the ability for clients to look at source of consumption on connected devices such as Amazon Roku Chromecast Xbox etc amp160There is an increasing use of connected devices that are displacing traditional TV happening in homes with SVOD content Stay tunedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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Nielsen Reveals Total Audience Data Results

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Charlene Weisler

We Are the Outliers - By Jack Myers

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Charlene Weisler

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