How About Do-It-Yourself TV Metrics -- Until Something Better Comes Along?
Dismal overall ratings, hyped new broadcast shows that can't even get 1.5 rating points among key 18-49 viewers, existing shows that have taken a sudden turn for the worse, and relatively little excitement for viewers. That’s the current state of Tvland. Looking forward to next season?
Upfront presentations are starting to perk along, with cable networks in the thick of it next month. April will be much of the same. And then the big broadcast networks come along in May, with ESPN, TNT, USA Network, and Univision trying to crash the party at the same time.
The challenge is on: What can old and new networks deliver in programming and otherwise?
Nielsen will continue to seek to make changes, recognizing all types of TV homes, including internet-connected TV sets (that still might be also connected to cable, satellite, or telco services), and perhaps figuring out how to fold in many forms of nontraditional TV viewing. The push goes on to include more time-shifted programming, online digital programming, and video-on-demand in one big programming ball of viewership.
But evolution can be slow. Don't look for changes in the C3 metric that has been around since 2007. But underneath it all, you can be sure TV networks won't be sitting around waiting for new metrics, surely not a new currency, to explain what is going on with video viewing, and related social media activity.
More networks will experiment: As we’ve reported, ABC has made a handful of C7 deals with some marketers over the last year or so. Expect ABC to continue to push for more of these media buys with selected marketers.
For some time now, Fox has been requiring 10% of a TV marketer's make-goods (for audience deficiency) will take place online. Expect Fox or other networks to find ways for more digital integration and monetization.
CW will probably push for deeper cross-platform deals, marrying traditional TV advertising messaging with digital messages for its TV shows that air on those platforms.
TV advertising currency may not be changing as fast as some would like. But making your own metrics until something better comes around? Not currency for sure, but something to lean on.