If there was a recurring theme during the recent broadcast network upfronts, it was this: Ratings must die. “We are in a new era of media and it’s time to retire the Nielsen television metric,” Turner president David Levy said. “While it undoubtedly served its purpose, it no longer fully captures how to successfully measure an audience in today’s landscape.”
Of course, complaining about Nielsen and traditional ratings is nothing new. And these days, virtually every outlet has embraced its own version of multi-platform program measurement — including TV, DVR, VOD and streaming viewership. Levy pointed to audience targeting and other methods as better ways of selling their wares. At the NBCUniversal upfront, ad sales chairman Linda Yaccarino pushed the company’s new “CFlight” metric.
“I still cannot believe I have to get up this stage and talk about legacy measurement,” Yaccarino said, dismissing the current “C3” standard (which...
Of course, complaining about Nielsen and traditional ratings is nothing new. And these days, virtually every outlet has embraced its own version of multi-platform program measurement — including TV, DVR, VOD and streaming viewership. Levy pointed to audience targeting and other methods as better ways of selling their wares. At the NBCUniversal upfront, ad sales chairman Linda Yaccarino pushed the company’s new “CFlight” metric.
“I still cannot believe I have to get up this stage and talk about legacy measurement,” Yaccarino said, dismissing the current “C3” standard (which...
- 5/26/2018
- by Michael Schneider
- Indiewire
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