As a dedicated sports enthusiast and someone who has spent countless hours glued to my screen, watching every pass, tackle, and touchdown, I can’t help but feel excited about this latest development in TV ratings. The incorporation of first-party data from streaming outlets into national TV ratings is like adding fuel to the fire for live events.
A relatively obscure regulatory body has made a recent ruling that may significantly affect television viewership statistics and the advertising sector that depends on them.
The Media Rating Council, an organization that certifies audience evaluation methods used by companies like Nielsen, Comscore, and VideoAmp, has approved Nielsen’s proposal to integrate first-party data from streaming platforms into their national TV ratings system. This new “panel plus big data” measurement approach could potentially provide a more accurate picture of viewership for live events, suggesting that a larger number of people are tuning in to a specific program compared to the traditional panel-only method.
At present, the sample size for the panel plus big data measurement is surprisingly limited, as it’s important to mention that only one Nielsen client, Amazon, has adopted this new method, specifically for their Thursday Night Football broadcasts on Prime Video.
Moreover, the available data indicates a substantial increase in viewership when Amazon’s streaming data is included. Initially, Thursday Night Football this season was averaging around 13.2 million viewers per game according to Nielsen’s panel-only figures. However, incorporating big data boosts the audience to approximately 14.26 million viewers, marking an increase of over a million viewers or about 8%.
The viewership numbers for live events, as reported from multiple platforms like NBC and others, tend to correspond. For instance, the current season of NBC’s Sunday Night Football is attracting around 18.9 million TV viewers; when combined with streaming on Peacock and other digital platforms (as calculated by Adobe Analytics), the total viewership rises to approximately 21.3 million, marking a rise of roughly 13 percent.
Fox, ESPN, and CBS have seen increased viewership for live sports streams, although not consistently. At present, CBS is embroiled in a contractual disagreement with Nielsen and therefore is not utilizing their rating services.
Nielsen is discussing the use of their panel plus big data measurement system for live events with other clients, but it’s important to note that this won’t include showing additional same-day viewing for most standard TV shows. For instance, an episode of “Chicago Fire” wouldn’t stream on Peacock simultaneously with its NBC broadcast in the way that “Sunday Night Football” does.
As a devoted fan, I can’t help but notice the immense pull of live broadcasts on TV, particularly for Thursday Night Football, which even extends to streaming platforms. This innovative tool might just be the compelling argument networks and streamers need when convincing advertisers that an even broader audience is waiting to be tapped.
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2024-11-25 18:24