Hello, average-minute audience for digital TV platforms. It’s nice that you joined the TV party. Will you be hanging around?
Comparing traditional TV with digital media platforms -- or wherever traditional TV wants to add results from similar programming on digital platforms -- is getting better. Thanks mostly to like-to-like average-minute-audience measures.
We now have NBC showing us -- via their own “Total Audience Delivery” measures -- how much digital media has contributed to its traditional TV results. For example, for the Winter Olympics opening ceremony, NBC said it earned an average-minute audience of 440,000 from all its digital platforms -- out of a 27.3 million total viewers in average-minute audience.
Sure, it’s tiny.
Now, let’s consider the highly touted, highly analyzed Netflix. Last week, Nielsen continued to offered some selective results as to how Netflix's “The Cloverfield Paradox” movie and new TV series “Altered Carbon” performed.
For “Cloverfield,” after an initial three days of viewing -- somewhat akin to traditional TV network’s live program plus three days of time shifting -- the movie in pulled 2.8 million viewers, when looking at average-minute audience. Its first seven days saw 5 million.
“Altered Carbon” posted 1.2 million -- its average-minute audience -- when considering all its episodes, for the first three days. (Remember, Netflix typically releases a full season's worth of episodes of a TV series.) After seven days, “Altered Carbon” recorded an average-minute audience of 2.5 million.
Again, it’s tough to make like-to-like comparisons to an individual show on NBC, CBS, TNT, AMC, FX or others. But it gives us a rough indication.
Things are still far from perfect. Third-party measurers are still working out the bugs; Nielsen is still looking to get all TV networks to install software on their respective digital video platforms for precise metrics.
In the case of NBC, TV marketers now may have a better clue about viewers watching on linear TV (broadcast and cable) and digital platforms. Netflix? The data may be somewhat less to consider -- since it doesn’t take advertising.
Trouble is, TV marketers have -- for the most part -- moved on. They want ROI results as it relates to whether consumers are buying their products/services. Have they seen, engaged, or been moved by some advertising messaging -- on a particular network, at a specific time/daypart/ program?
Yes and no — and maybe the jury is still out -- especially when it comes to any kind of standards and benchmarks for comparison. But we’ll also take what we can get -- on average -- relatively speaking.