[opendtv] Dauman: Viacom To Boost Non-Nielsen Revenue | Multichannel
- From: Craig Birkmaier <craig@xxxxxxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Sat, 15 Nov 2014 08:40:29 -0500
Perhaps this is how the content congloms hope to grow revenues, while
protecting the core Neilsen ratings based business built around the extended
basic bundle?
Regards
Craig
http://www.multichannel.com/dauman-viacom-boost-non-nielsen-revenue/385516
Dauman: Viacom To Boost Non-Nielsen Revenue
Viacom CEO Philippe Dauman said the programming giant will increase its
non-Nielsen dependent ad revenue from 30% of total sales to more then 50% in
the next three years, fueled by mobile apps, dynamic ad insertion and increased
sponsorship revenue.
The news comes as Viacom’s ratings have declined steadily over the past several
years – the programmer also had a high-profile spat with Nielsen over ratings
issues at its Nickelodeon network a few years ago. Ratings pressures also added
to a domestic ad revenue decline of about 5% in the just-ended fiscal fourth
quarter.
On a conference call with analysts to discuss quarterly results Thursday,
Dauman said the goal is to boost non-Nielsen related revenue in the next three
years through SVOD relationships and new deals with online distributors like
Sony. He added that the company also plans to boost sales through new apps, new
mobile products, dynamic ad insertion, increased sponsorship opportunities and
integrated marketing opportunities.
Viacom stock was up more than 2% ($1.58 each) on the news to $70.83 per share
in early trading Thursday.
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