ABC Officially Launches Data Initiative for the 2015-16 Season

These initiatives seemed to serve their purposes for the Upfront by distinguishing networksamp8217 content as well as moving data into the center of the sales conversation Yet from an industry perspective they are fairly siloamp8217ed by company primed to showcase a specific networkamp8217s or family of networksamp8217 audience for targeting performance or salesCurrently there is no panindustry solution but it is possible that one of these services could eventually be rolled out in a more universal manner With that in mind we will seek to highlight individual company initiatives in a series of articles throughout the 201516 seasonWe start with ABC which just released the first of three data offerings this weekAccording to Adam Gerber Vice President Sales Development and Marketing ABC Television this first initiative is called amp8220ABC Unified Insights It offers crossplatform total audience viewing data for ABC prime programs by combining data from Nielsen Rentrak comScore and internal digital platforms Accessible via ABCAllAccess it offers a webbased dashboard and will be updated monthly starting in November with Fall 2015 Season data It currently provides a full recap of the 20142015 seasonReporting provides total program viewership by genre and demo viewability and fraud rates purchase affinity relative to competitive networks and ondemand viewing insights All linear time shifted DVR VOD online browser and app viewing along with OTT viewing is included Currently data is provided for ABC Prime initially solely Total Prime and key programming genres Comedy Drama and Alternative but will eventually report at the ABC program level across all daypartsamp8221ABCamp8217s total audience methodology has been carefully modeled by Lisa Heimann Vice President ABCABC Studios Multiplatform Research and has been presented across a wide range of industry research organizations The resulting rating has the potential for a crossplatform measurability metric that could be rolled out industrywide amp8220ABC39s Multiplatform35 Day Ratings bring together linear TV DVR VOD and online streaming viewership into a single metric thatamp8217s easy to understand and represents viewing comparably across platformsamp8221 Heimann says amp8220Using minutes viewed content durations and demo comps across platforms multiplatform ratings use the same principles as Nielsen average minute ratings but extended across screens and time out to 35 days in order to align with the industrystandard trailing 5 posting windowamp8221amp8220The data reaffirms the power of premium contentamp8221 Gerber notes amp8220Total audience ratings for ABC Primetime with ondemand viewing included almost doubles versus LiveSameDay numbersamp160 Behavior by demo varies as would be expected with younger segments watching substantially more ondemandamp160 Connected TV viewing rose sharply from about 40 of webappbased ABC A1849 Primetime viewing at the beginning of the 201415 season to almost 55 by the end And ABC continues to deliver high value audiences it scores best across most Nielsen Buyer Index categories has high digital viewability rates and almost nonexistent fraud as measured by Moatamp8221There are also two other offerings currently in development According to Gerber the first one is amp8220a Linear Video initiative that matches panel andor census viewership data from Nielsen and Rentrak with client or third party data sources facilitating optimization of schedules beyond Nielsen agesex demos The tool is currently in beta and will be launching with ABC Primetime inventory only It is expected to expand across all ABC dayparts during the 201516 broadcast year The system has the ability to integrate advertiser proprietary data via privacy compliant data partnersbrokers and syndicated data sources such as NBI Polk Epsilon Experian and Shopcom ABC will guarantee against traditional Nielsen agesex demo with measurement and periodic optimization against a secondary datadriven strategic targetamp8221Also ABC is participating in a digital video initiative deployed at the corporate level amp8220The Walt Disney Company TWDC is working on a single crossbusiness DMP to centralize audience data and offer impression level targeting against client data third party data as well as some unique TWDC dataamp8221 Gerber explains amp8220Promising availability at a portfolio level across addressable digital media it is projected to offer impression level targeting across a portfolio of crossplatform digital media including both short and long form video from Disney properties including ABC ABC Family ABC Owned TV Stations Disney Media Marvel and Maker Studios Because it is digitally based it is census level data working off an Oracle Bluekai DMP It will activate against any licensed and natively available third party data set and onboard other third party data sets Impression level delivery guaranteed against the advertisers target segment on a reserved insertion order basisamp8221The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

ABC Officially Launches Data Initiative for the 2015-16 Season

Author

Publish date

Channel

Charlene Weisler

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

ABC Officially Launches Data Initiative for the 2015-16 Season

Enjoying This Commentary? There's More to Love

Charlene Weisler

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies