Nielsen Data Show That Television is Not Declining

As reported here it is very difficult to reach your total market without linear As reported here brand growth has collapsed since the great overshift to digital started In this article we will take a look at television audiences and will see that they are not declining merely changing how they watch All of this decline is happening in peopleamp8217s headsDigital has certainly told a better story and has outmarketed television but in terms of value especially with the way TV CPMs have decreased television is a steal which buyers and brands could be benefitting from I predict the smartest most sophisticated brands will begin a shift back of dollars from digital into television and will see their growth rates go back upFor some reason people have been looking at linear audience trends and have announced that the sky is falling They donamp8217t have to leave out streaming Nielsen measures streaming with its streaming meter and integrations with about 20 major platforms such as Amazon and with more platforms integrating with Nielsen all the timeBig Data BD leave out almost all streaming for both technology and contractual reasons and Nielsen uses its panel to correct for missing data such as that and other types of errors which creep into BD Having invented settop box data to research grade I am allowed to be constructively critical of itLetamp8217s begin with a look at the linear part of the television audience which the doomsayers have been focusing on In the following graph we can see that four different methods Nielsen is able to report agree pretty closely with one anotherThese four methods include currency the dark blue line now based on panel BD the PPM orange line which is in 44 markets the rest of these methods are national and is the passive portable peoplemeter gradually moving into wearables as I originally intended which picks up watermarks of programs and ads in video audio digital out of home inauto and cinema media Also the green line which is panel only and the light blue line which is raw BD meaning it is the BD the way it comes into Nielsen before Nielsen makes its corrections amp8211 except the Nielsen OnOff Algorithm is applied to the raw BD because otherwise you would see it flying so far above the other lines the chart would need to be rescaledThere is no argument about the downward direction although it is not plummeting This is the picture that has led to the drumbeat of televisionamp8217s demise as depicted by so many commentators and now drummed thoroughly into everyoneamp8217s headNow letamp8217s look at the picture counting streaming measuring the total television audience on TV sets Nielsen ONE also measures the television audience on computers tablets and mobile devices but that is left out of the following graph because different ads are generally inserted and those audiences are today considered premium digital not television maybe someday that will changeAs you can see the purple line of currency panel BD is showing only a tiny difference between this past summer and the previous summer In this article I account for that as viewing on nonTV set devices Hereamp8217s a chart from that articleNone of the viewing in the last chart above is included the previous charts You can see that with the growth of viewing on nonTV set devices the overall viewing of television is quite healthyIn the footnote of the first graph above and in the text Iamp8217ve referred to Nielsen corrections made to BD These are pretty important BD pretty much leaves out streaming Smart TVs give great data but typically for only one set in the household and for less than a quarter of all program content but which represents about three quarters of all viewing minutes There are other types of errors and Nielsen has correction formulae for all of them This next chart shows how far off the raw BD would be without those corrections 59 of the time the data would be off more than 20The new methods including AI attention emotion motivational resonance amp8220myamp8221 company RMT are going to make all the media more effective leading to an era of strong economic growth in which television eventually all delivered over the Internet regains the central position alongside RMNs and the best CreatorsBuilding HighPerforming TeamsOur new podcast explores the topic of Being in the Inbetween Phase a liminal stage of growth when we can feel disoriented lonelyamp160or frustrated and why itamp8217s also a powerful indicator that real growth is happeningamp160Rather than rushing to amp8220fixamp8221 the discomfort this episode invites listeners to slow down listen more deeply to themselves and learn how to navigate uncertainty with trust patience and selfawarenessThis monthamp8217s podcast length is amp877646 minutesamp160Watch the VideoPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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

Nielsen Data Show That Television is Not Declining

Author

Publish date

Channel

Archived in

Bill Harvey

Lead Human: Carolyn Everson on Courage, Culture, and the Human Future of Leadership (Video) - By Jack Myers

More Videos:

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

Nielsen Data Show That Television is Not Declining

Enjoying This Commentary? There's More to Love

Bill Harvey

Lead Human: Carolyn Everson on Courage, Culture, and the Human Future of Leadership (Video) - By Jack Myers

The payment was successful

Cookies