Nielsen Teaches TCA About OTT, OOH, VOD and More

Two executives from Nielsen Senior Vice Presidents of Product Leadership Brian Fuhrer and Kelly Abcarian pictured above explained how Nielsen is handling the challenges of tracking audiences at a time when technology is continuously expanding and evolving and working with clients on how and where to best place their contentamp160 Their presentation was thorough if dizzying at times but full of examples as to how various Nielsen clients from Turner to ESPN to CBS are using data from its Total Audience initiativeamp160Abcarian told critics how the TNT drama Good Behavior benefited from extended audience measurement over its first 10 episodesamp160 amp8220Theyamp8217re seeing incredible lift from their Video on Demand audience on average about 28amp8221 she saidamp160 amp8220Whatamp8217s interesting for Turner is that this is bringing that younger audienceamp8221 amp160Research shows that the median age of the VOD audience is around 49 and itamp8217s a more affluent audience with the median income around 82000amp160 amp8220This is very attractive to advertisersamp8221 Abcarian saidFuhrer delved into the growing area of overthetop OTT measurementamp160amp160amp8220Over the top is a very generic term that can mean a lot of things to a lot of peopleamp8221 he saidamp160 amp8220The bottom line is itamp8217s a way to get the Internet streaming video to your television set amp8230 whether itamp8217s Internetenabled game consoles smart televisions or such multimedia devices as Roku Apple TV and so forth amp160At this point 62 of TVs in households in the US have the ability to do that amp160So itamp8217s blown past DVRs all the other types of things that are happening amp160Seventythree million homes out there have the capability to stream amp160This is one of the things that weamp8217re working on with our clients so they understand whatamp8217s happeningamp8220We have a device called a streaming meter in addition to our traditional metering capabilities that weamp8217re rolling outamp8221 Fuhrer later explainedamp160 amp8220It tracks in addition to all the television viewing and all the characteristics about the homes that we put together the actual streaming that people are using to the television amp160This is a subset that weamp8217re continuing to roll out but as we look at homes in the subset that have overthetop capabilities 13 of the total time theyamp8217re spending on the television is streaming Thatamp8217s a pretty astounding figure when you think about it amp160Again this isnamp8217t everybody amp160These are people in streaming homes if you will amp160Thirteen percent of their television experience across all the demographics is streaming amp160We take it to another layer and we break it down by specific provideramp8220The one thing thatamp8217s been pretty consistent that weamp8217ve seen is about half of the time spent streaming to the TV is Netflixamp8221 he notedamp160 amp8220Itamp8217s a huge amount of time that equates to about 6 amp1897 of total television time is using Netflix amp160Weamp8217re continuing to expand but I think these insights are pretty interestingamp8221Abcarian spoke at length about Nielsenamp8217s advances in outofhome OOH measurement especially as it concerns sports programming using ESPN as a specific exampleamp160 amp8220As consumersamp8217 choices have continued to proliferate outlets like ESPN are trying to ensure that theyamp8217re continuing to bring those viewers into their programmingamp8221 she explainedamp160 amp8220So OOH has enabled ESPN to expand and deliver against that same core audience but deliver even higher numbers when it comes to those audiences through out of homeamp8220When we looked across January and February of this year we saw that the ESPN audiences grew by more than 9 with OOH measurementamp8221 she continuedamp160 amp8220But that lift is kind of genericized across all of the programming that ESPN would runamp160 When we then looked at the highest OOH lifts across their programming College Football Live was an extremely large audience lift at 19 NFL Live at 17 NFL Insiders at 17 and even regular season college basketball at a 12 audienceamp160 This is not the playoffs this is not March Madness this is the regular college basketball season still seeing an incredible lift at 12 and then as well the NBA regular season delivering that amazing lift even before the playoffs beganamp8221amp160 Abcarian added that 36 of that OOH audience increase is femaleAdmitting it was the most basic of questions one critic humbly asked amp8220Who is actually able to sell 835 days afterwards amp160Itamp8217s good information to have but if no one is making money off of it what is the use of the informationamp8221amp8220From a Nielsen perspective what we are trying to do is just empower our clients with the ability to decide whatever kind of deal that they want to makeamp8221 Fuhrer repliedamp160 amp8220So 835 isnamp8217t just a custom report amp160Itamp8217s flowing through all of the transaction systems and the files that they need to make deals amp160A great quote from one of our clients was amp8216Do you know what Even if I donamp8217t necessarily change the definition of amp8216currencyamp8217 yet at least this allows me to show people what they are getting for freeamp8217 amp160So it starts to open it up amp160I suspect that we are going to see when you look at the additional audience out there people starting to entertain at least a 14day windowamp8221The critics pressed onamp160 amp8220So how close are we to seeing an actual total measurement rating point that is going to tell the advertiser how many people they are reaching across all of these platforms that they buy on a show a number that goes through that entire viewing process and all of the people that theyamp8217ve reached who have seen the commercialamp8221 one saidamp8220Examples are starting to flow out now because our clients are seeing them in a lot of cases themselves for their own contentamp8221 Fuhrer notedamp160 amp8220This is a very charged situation amp160The evolution of currency has a lot of different agendasamp8221The amp8220one numberamp8221 thing was a sticking pointamp160 amp8220Is there ever going to be just a number or a currency that everybody is going to be able to understand that you have these shows and this is how many people are watching them across the different platforms and you can see it in one numberamp8221 a critic askedamp8220Part of the challenge there is that all of the different platforms may have different advertising loadsamp8221 Fuhrer explainedamp160 amp8220So the idea of total content ratings is just that being able to add across all the different platforms and clients are seeing that today amp160The second part of your question is amp8216Is it a currencyamp8217amp160 Thatamp8217s part of the challenge of how to put different ad loads together and we are working with the industry on how they might like to forward thatamp160 In some cases itamp8217s out there today but itamp8217s going to be a continuously evolving storyamp8220Weamp8217ve been working with our clients over a number of years and as you think about the proliferation of content and new platforms that are emerging sometimes it seems like by the second the questions our clients are also wrestling with are amp8216When is totalamp8217 and amp8216How do I ensure that itamp8217s capturing that true measurement of my audienceamp8217amp160 Weamp8217ve made great traction against that total definition and showing the flexibility and the capabilities to stay ahead as much as anyone can stay ahead of a very changing environmentamp8221Photo provided by Nielsen Photo Credit Frederick Brown of GettyClick on the social media tiles above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this commentary are exclusively those of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Nielsen Teaches TCA About OTT, OOH, VOD and More

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