Game of Ratings – Alex Petrilli

The headlines continue to permeate the media landscape on virtually a daily basis Nielsen Seven Month Glitch amp8230 NBC Wants a Doover amp8230 Nielsen Says Rentrak Doesnamp8217t Let Facts Get in the Way amp8230 Rentrak Fires Back amp8230 Hodor HodorAs we all know words are wind but sometimes that wind can be very biting amp8220amp8230We39re still doing TV ratings on something more analogous to political pollingquot says Time Magazine columnist James Poniewozik in a recent Public Radio International interview Hard truths cut both ways though as the media industry continues to support and rely upon a seemingly flawed systemNielsen might possibly retort amp8220you know nothingamp8221 to such a comment but as the media and market research industries begin to embrace big data as never before the entire television ecosystem hinges on approximately twentyfive thousand Nielsen People Meter households whose data generate the incumbent TV currency The US Census currently places the US household population at over 115 million which equates to one people meter for every 4600 US households A settop box STB sample of 15 million households equals a 177 STB to US household ratioIf you think this has a happy ending you haven39t been paying attention Nielsen has many network and agency deals locked up for years to come so what will it take to lessen Nielsenamp8217s dominion over the industry It will take a sword in the darkness with the audacity to take a stand against the status quo It will take more like Zenith Media which is testing the Rentrak monitoring system in a few local marketsWhen you play the game of ratings you win or you stagnate You do a disservice to your client network advertiser agency rep firm and interconnect if you donamp8217t play to win Winter is coming and that would be an ideal time to start investigating what supplemental resources are out there You should no longer rely on a single provideramp8217s data to determine your programamp8217s worth Just as executing a perfect recipe is crafted from different ingredients the value of a networkdaypartprogram should be based on an amalgam of factors coalescing to create an ideal scheduleWe at TiVo Research and Analytics are developing some very innovative measurement solutions that we would like to share with youMoving our current system to a cloudbased architecture will allow us to grow our STB data footprint to over three million householdsData feeds of summarizedaggregated dataAPIbased access to Media TRAnalytics dataCrossmedia analyses including Digital TV reach frequency and sales liftIn addition we currently match our STB sample toLifestyle segmentsAutomotive ownership data from all 50 statesCPG purchase data via grocery loyalty cards from multiple sourcesAggregated credit card purchase dataPharmaceutical prescription data separate interfaceLook the night is dark and full of errors but there are options out there Be smart about it and become familiar with the different data resources available today No oneamp8217s reign lasts forever Spoiler alert Just ask Robert or Joffrey BaratheonThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Game of Ratings – Alex Petrilli

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Alex Petrilli

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