Turner Has Larger and More Engaged Audiences with VOD

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Turner has recently released the results of its new VOD study which proves, through Nielsen VOD Content Ratings, that VOD programming attracts a more desirable and highly engaged audience over time.  This should not come as a surprise -- when people can choose the optimal time to view their content they pay more attention.  Turner has been aggressively experimenting with content strategies and ad formats that focus on mutual benefits for viewers and advertising partners, and increasingly on measurement to evaluate these strategies.

Turner’s work with Nielsen resulted in a case study on the TNT drama series Good Behavior, which examined how Cable VOD compared to other TV set + set-top box viewing methods (live TV and DVR).  In Good Behavior, VOD was the preferred viewing platform, driving viewing beyond the three-day window.  The percentage of total viewers from VOD grew from 5% at three days to almost 50% after 90 days.

This research study comes at a pivotal time.  Cross-screen inventory (including VOD) will be offered as part of Turner’s OpenAP inventory by the end of this year.

I spoke with Sandy Padula (pictured below), Senior Vice President, TBS/TNT Research and Consumer Insight, to get the details.

Charlene Weisler:  How did the idea to do this study come about?

Sandy Padula:  A few years ago, I started noticing that we had a significant amount of viewing for our original series happening in the VOD space beyond the seven day window.  I also heard this from other networks in the industry.  When we started looking specifically at this issue with the 

Charlene Weisler

Charlene Weisler is a media research executive and MediaVillage columnist with experience that spans broadcast, cable, off-platform, non-linear, and broadband. She shares her expertise in set-top box data, SEO, metrics creation, and behavioral psychography i… read more