Taking a Walk on the Measurement Wild Side

In our increasingly fragmented world the industry still does not have a universallyadopted currency measurement system that incorporates crossplatform viewing amp160The variety of digital metrics such as starts views and reach don39t exactly sync up with TV terminology and definitions we39ve been using for decadesamp160 Unfortunately this creates a lot of confusion whereby people mistake video starts on digital with averageviewingminute audience on TVLet39s take one of the more noteworthy examples from the past few years amp160You may recall that back in the fall of 2015amp160the NFL teamed with Yahoo to produce the first livestreamed NFL game between the Buffalo Bills and Jacksonville Jaguars amp160The next day headlines from Yahoo and the NFL screamed quotYahoo livestream of BillsJags attracts 336 million viewsquot amp160Another headline about the same event touted quotThe NFL39s First LiveStreamed Game on Yahoo Attracted Over 15 Million ViewersquotLet39s translate this into TV lingoAt the time several reportsamp160mistakenly compared the 152 million quotuniquesquot with quotaround 20 million who tune in to watch when an NFL game is aired in the afternoon on CBS or Foxquot amp160But this 20 million stat is an averageminute audience deliveryamp160 Instead the 152 million quotuniquesquot for the BillsJags game most closely matches the quotreachquot statistic for TV which is unduplicated persons watching all or just a portion of the eventamp160 The average Sunday afternoon NFL game on CBS in October 2015 quotreachedquot 490 million viewers on a LiveSame Day basisamp160In addition the quotuniquesquot stat includes folks who may have watched for a splitsecond on digital whereas the threshold for the CBS quotreachquot is a minimum of at least oneamp160minute of viewingamp160 This distinction is important because the BillsJags game was featured across the suite of Yahooowned propertiesamp160and the stream played on autostart which meant that it counted people who simply were just signing into their Yahoocom personal homepage and who may have had no interest in the gameTo translate Yahoo39s viewership into the traditional averageminute audience often used to evaluate TV delivery you basically need three pieces of informationamp160 How many total minutes those streams accounted for how many minutes the event lasted andamp160what percentage of the total minutes originated from folks in the USamp160 Equipped with this intelligence you can derive the most fair comparison between digital and TV amp160Notice that the oftenquoted quotuniquesquot and quotstreamsquot statistics are notamp160essential to calculate average audience and typically serve as attentiongrabbing distractionsamp160 In the BillsJags example the eventual averageminute viewership in the US was about 16 million viewersSimilarly last fall39s inaugural Thursday Night Football on Twitter between the New York Jets and Buffalo Bills scored 21 million unique viewers worldwide amp160Viewership was smaller than the 2015 Yahoo game mainly because the JetsBills contest was also telecast on CBS and NFL Network Translating the 21 million uniques into a comparable averageminute delivery resulted in an average 243000 viewersamp160worldwide amp160Comparatively the game averaged 188 million viewers on CBS 154 million and NFL Network 34 millionSo here39s a ruleofthumb guideamp160 For a 60minute video every 10 million viewing minutes equates to 166667 averageminute impressionsamp160 If the video is just 30 minutesamp160then every 10 million viewing minutes represent twice the average minute impressions 333333 and if the video is 120minutesamp160then the 10 million viewing minutes translate into half that of a onehour video 83333amp160 If just 75 of the minutes come from someone in the US then the average minute US delivery falls to 125000 impressions 250000 impressions and 62500 impressions respectivelyClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Taking a Walk on the Measurement Wild Side

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Don Robert

About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey) - By Carl Mayer

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Don Robert

About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey) - By Carl Mayer

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