Starcom, Weather Buy Minute-By-Minute Ratings
Because viewers tune into The Weather Channel in shorter time increments, the cable network will benefit by giving advertisers more detailed ratings, especially leading into and out of commercials. The deal will give all Starcom MediaVest Group's media units--Starcom, MediaVest, Starlink, Tapestry, and GM Planworks--access to the data. Minute-by-minute ratings have been made available before. Clients could get that information from Nielsen's NPower database. But a Nielsen spokeswoman said the data could only be used in limited configurations.
Media executives have debated the viability of minute-by-minute ratings. The increased viewership detail isn't stable, especially for smaller distributed cable networks. With Nielsen now measuring and reporting on 80 cable networks, granular detail from minute-by-minute data can show many inconsistencies, said one executive.
Unlike other Nielsen products, the new data doesn't really have a snappy name. It's just called the "minute-by-minute access data file." This data has been offered to the media in previous years. "But our clients thought it was overpriced," she said. "So we reconfigured it."