Studies indicate 25 percent of worldwide TV viewing is done on devices other than a television monitor.
The current consumer trend for television show viewing is simply not to use a television.
Viewing on laptops, tablets and smartphones is increasing as services like Netflix and Hulu make it possible to watch programs at times other than when they are originally broadcast. Such freedom from time constraints is good for consumers, but bad when someone (corporate sponsors, networks) want to know how a show is rating among viewers.
Nielsen, the long-time rating service that measured TV viewing through surveys of a viewing panel of consumers, Tuesday announced a deal with Adobe, the new service that provides data on program viewing on the Internet, to create a new measure of television viewing across all platforms.
Nielsen ratings as previously compiled were no longer viable measures of a show’s popularity, prompting the decision by the company to join with Adobe to develop a new measuring system that covers all manners of television program viewing.
“The way content consumption is rapidly changing, you need a measurement system that will be able to help media companies, advertisers and publishers better understand the value of their audiences,’’ said Adobe vice president of video solutions Jeremy Helfand.
The new service will be called Nielsen’s Digital Content Ratings, Powered by Adobe. It plans to begin operation in early 2015.
The Nielsen-Adobe announcement came with accompanying support from ESPN, which said it plans to work with the companies to determine programming response.
“One of the challenges in digital measurement has been the lack of alignment between site analytics and syndicated measurement data,’’ said ESPN senior vice president of global research Artie Bulgrin. “We will be working with Nielsen and Adobe to help resolve this.”
Other broadcasting companies who have agreed to use the new system include Turner Broadcasting, Sony Pictures, Viacom and Univision.
“This alliance is expected to accelerate the adoption of consistent and comprehensive measurement across screens,’’ said Nielsen executive vice president Megan Clarken. “This will give Nielsen and Adobe clients access to analytics against industry-grade audience metrics that enable smarter buying and selling decisions.”
Internationally, the consumer trend is to watch TV programing with a device other than a television monitor. A survey conducted by The Connected Life in July found that 25 percent of TV viewers watch their programming on a laptop, a tablet or on a mobile device rather than on a TV monitor.
Kent McDill is a staff writer for Millionaire Corner. McDill spent 30 years as a sports writer, working for United Press International and the Daily Herald of Arlington Heights, Ill. From 1988-1999, he covered the Chicago Bulls for the Daily Herald, traveling with them every day through the nine-month season. He also covered the Bulls for UPI from 1985-88, and currently covers the team for www.nba.com. He has written two books on the Bulls, including the new title “100 Things Bulls Fans Should Know And Do Before They Die’, published by Triumph Books. In August 2013, his new book “100 Things Bears Fans Should Know And Do Before They Die” gets published.
In 2008, he resigned from the Herald and became a freelance writer. The Herald hired him to write business features and speeches for the Daily Herald Business Conferences and Awards presentations.
McDill also writes a monthly parenting column for the Herald’s Suburban Parent magazine.
McDill is the father of four children, and an active fan of soccer, Jimmy Buffett and all things Disney.