Choose speciality channel:   Choose sector channel:     Search the site



TV audience measurement needs to change says TNS

TV audience measurement needs to change says TNS

The traditional ratings system definition of television audience measurement, based upon reach and delivery, is insufficient for current industry needs according to president of TNS Media Research, George Shababb.

He says that the measurement standards need to evolve to incorporate the granular insight now being made possible by advanced analytics and technology.

Speaking at the Advertising Research Foundation’s Audience Measurement 4.0 conference in New York, Shababb said that the current method of assessing audiences does not take into account analytics that can define viewers and their habits—data which is available through Return Path Data from set-top cable boxes.

The industry's goal is to eventually enable integration of measurement across both online and offline media, it is inconsistent to continue to define television audience measurement solely within the context of reach and delivery when audience measurement of digital media that can provide much greater insight and understanding into behaviour.

Shababb said, “The ratings system sufficed as a measure of the television audience when the only real data available was metrics on size and reach, but technology has evolved to enable measurement of the entire spectrum of live and time-shifted (DVR) audience viewing behaviours at a second-by-second level with granular insight into audience behaviour such as commercial avoidance, creative wear-out level and audience flow.

“How we define audience measurement should evolve accordingly to reflect the metrics now available to us.”

He added that the drive to emulate the granular insight associated with digital media has changed expectations and needs relative to television audience measurement.


abortion research paper open abortion doctors
cialis coupon prescription discount coupons discount coupons for cialis
discount coupon abortion pills over the counter surgical abortion
free prescription drug cards canada drug pharmacy coupon free prescription discount cards
gabapentin and hydrocodone high gabapentin and hydrocodone high
bystolic manufacturer coupon site bystolic coupon 2014
cialis dose 30 mg click cialis dosage for enlarged prostate
cialis price store discount cialis coupon generic cialis source
cloradex costo open clorexidina

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.