New system reveals how many viewers fast-forward
At some point, media buyers and sellers will reach agreement on how best to include viewing of prerecorded TV shows in with live viewing in negotiating advertising deals.
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TiVo may have the answer. The DVR maker is offering buyers data on viewing on some of its digital video recorders that would reveal just how much ad-skipping does take place. But the information is new, and it could take buyers many months to analyze. That means it probably won't become a tool for negotiations until next year's upfront.
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... media buyers say this information still isn’t enough because it doesn’t track how many viewers are fast-forwarding through commercials on DVR-recorded programs.
Nielsen will begin issuing commercial ratings next month that will partially remedy this. Buyers note these will be based on average commercial-minute ratings within a program, however, not specific commercials.
TiVo’s Stop||Watch gets closer to actual commercial ratings.
This information will help buyers estimate the number of viewers fast-forwarding through commercials, but it will not replace Nielsen ratings as the currency used in negotiations. TiVo’s sample is too small for that and doesn’t necessarily reflect how people using other DVRs record and playback programs.
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