C3 Should Have Advertisers C-ing Red - Alex Petrilli-TiVo

At least we can be assured the C3 issue will be resolved soon From a USA Today article Brill said the new ratings are only a quotbaby stepquot in the direction of measuring actual commercial viewership That39s because C3 rates the average viewers during all commercial minutes of a program not for specific commercials She wants Nielsen to deliver bythesecond ratingsUnfortunately that article is from October 2007 That means Nielsen39s C3 is the only four year old still taking baby steps It is time the industry sought another alternative A system not based on minutebyminute ratings One that is not an average of all commercial minutes in a program when the reality is the current by the minute metric is muddied with program content PSAs and promos Secondbysecond spot evaluation is the only accurate metric that an advertiser should be utilizing And don39t just take my word for itFrom the New York Times Alan Wurtzel the president for research at NBC said in a telephone interview that the results from premiere week quotprove we need a better way to evaluate our performancequot Mr Wurtzel made that statement in October of 2008amp160From last week39s MediaPostcom In a bid to minimize commercial zapping broadcasters are likely to lead pods with catchy ads for a new tablet followed by a movie premiere ad Leary argues There is nothing sexy about ads for toilet paper and high cholesterol medications or spots for other prosaic essentials which quotare likely to get buried in the middle and less effective portion of the breakquot Leary statesamp160The current system penalizes the toilet paper ads but continues to charge them the going spot rate Utilizing TiVo39s StopWatch data we consistently see that spots in the middle of the pod experience significantly less commercial retention than spots that fall in the first or last pod position And only 13 of all spots fall in the first pod position AprJun 2011 average while that figure falls to 10 when evaluating primetimeIt has been four years and Nielsen has not found a better way to evaluate commercial performance still basing results on their minutebyminute data TiVo39s StopWatch service improves that by a factor of sixty offering secondbysecond detail with up to seven days of timeshifting Our data which is representative of US DVR households offers spot level detail for over seventy networksamp160

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

C3 Should Have Advertisers C-ing Red - Alex Petrilli-TiVo

Author

Publish date

Channel

Alex Petrilli

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

C3 Should Have Advertisers C-ing Red - Alex Petrilli-TiVo

Enjoying This Commentary? There's More to Love

Alex Petrilli

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies