Catherine Herkovic and yours truly share something in common: We're in our fourth decade of exploring, then explaining, what makes the television universe tick. In Herkovic's case, Nielsen has been the home base for her exploration, with management roles there involving both national and local television research. She started this year in a new capacity -- Senior Vice President and leader of the company's Local TV transformation program, helping transform two key elements of TV audience measurement. First, there are the products designed to collect and crunch viewership information, and second, there's the data-gathering and crunching technology inside those products. Priority one for Herkovic is to expand the capabilities of both.
If there's one thing sports media execs have always known, it's that people like watching sports together -- and not necessarily in their living room. But until rather recently, there just weren't independently collected numbers on how many people were watching a given event outside their homes.
Consumers are rethinking their cable subscriptions and satellite dishes when it comes to receiving their entertainment content. Thanks to advances in digital technology and data bandwidth, there are more ways than ever to consume premium video at home and on the go. Consumers are using digital tuners in larger numbers to pick up broadcast stations, signing up for SVOD (subscription video on demand) services like Netflix or Hulu and subscribing to vMVPDs (virtual multichannel video programming distributors), which provide a true “cord cutting” experience and stream broadcast and cable networks over a broadband connection, like DirecTVNow, YouTubeTV or Hulu Live. How is the industry understanding these trends and, of more importance, monetizing them?