[opendtv] Re: TV Viewership and Ad Money Are Going the Way of Newspapers
- From: Craig Birkmaier <craig@xxxxxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Sat, 13 Dec 2014 07:03:57 -0500
On Dec 12, 2014, at 9:11 PM, Manfredi, Albert E <albert.e.manfredi@xxxxxxxxxx>
wrote:
>
> Craig posted:
>
> http://www.slate.com/blogs/business_insider/2014/12/11/tv_vs_mobile_and_digital_in_ad_revenue_and_audience_share.html
Uhhhh.. This was posted by Monty....
But it is worthy of commentary.
>
> This article, like so many similar ones, misses the point. When people bail
> out of MVPDs, they are NOT necessarily giving up TV. They are instead
> consuming TV in a different way. It may not be on "TV sets," and for that
> matter, it may not even be from any of the often-mentioned OTT aggregation
> sites either.
Did you read it Bert? It clearly says what you are saying here. It begins by
talking about cord cutting and the growth of Netflix. The stat that says 26%
of people call cable companies to drop TV while retaining ISP service IS
misleading.
Many people have learned that threatening to drop the TV bundle will cause the
cable company to bring out the unpublished price list; hence, 40% of those
calls result in the customer keeping TV service. The stat also DOES NOT reflect
the large number of customers who are dropping Cable TV in favor of a DBS
service which does not offer broadband.
But the overall tone of the report, while true, is also misleading. It talks
about time spent consuming ALL MEDIA, not just TV. This includes pretty much
anything we do on the Internet. For example, it includes time spent by
Millennials on Facebook and other social media sites. And it includes the time
I spend looking at news sites.
From the perspective of money being spent on advertising this is important, but
it does not fairly portray what is happening with the TV portion of media
consumption.
> For example, if someone watches a movie from YouTube, on their tablet or PC,
> is that considered watching TV? Or if someone uses the cbs.com site to stream
> to a PC, i.e. this can't be done with AppleTV or similar deliberately
> crippled boxes, does Nielsen count this?
Neilsen is trying to measure this. The ability to measure is 100%, as the sites
can track viewing precisely, even down to the devices that are connected, and
the duration of the connection. The real undue is whether they will share his
data with measurement services like Neilsen. For example, Netflix will not
share the highly valuable consumption data it collects with measurement
services, although I suspect that it's content licensing deals may include
provisions to share data with the content owners.
In the coming age of Internet TV, the quality of the data should be MUCH BETTER
than the statistical measurement techniques used by Netflix to measure the TV
audience. But the companies that collect this data are likely to treat this as
proprietary information, thus it may be more difficult to accurately measure
how many people are watching a show that is offered by multiple OTT services.
>
> The Nielsen presentation posted by Mark Schubin is also not entirely clear on
> this point. In the sense that from the criteria used, TV had to be viewed on
> a TV set. When they listed stats for people on tablets and smartphones, those
> didn't seem to count as watching TV. Even though some of the time on these
> gadgets may well be TV.
This raises the larger question of what is TV? When we sit and watch a 30-60
minute entertainment program, clearly that is watching "TV."
When we watch a viral cat video on You Tube is that "TV?"
When I watch a YouTube video that explains how to service the brakes on my
truck, Is that "TV?"
When I watch a video clip on the Fox News internet portal, from a Fox News show
that aired two days ago, is that watching "TV?"
The times are changing in MANY ways.
Regards
Craig
----------------------------------------------------------------------
You can UNSUBSCRIBE from the OpenDTV list in two ways:
- Using the UNSUBSCRIBE command in your user configuration settings at
FreeLists.org
- By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word
unsubscribe in the subject line.
Other related posts:
