Time Spent In The Nielsen Universe: Ad-Supported Vs. Non-Ad-Supported
- by Joe Mandese @mp_joemandese, March 28, 2018
Recently, Research Intelligencer reported on new estimates from PQ Media tracking the share of time spent with ad-supported media vs. non-ad-supported media overall. Today, Nielsen released its own proprietary estimates tracking the share of time spent by the average American adult consuming ad-supported vs. non-ad-supported content, across all platforms Nielsen …
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Also to be considered, Joe, are the relative degree of commercialization that characterizes each platform and the proportion of ad "placements" that actually reach the viewer's screen and show a commercial from start to finish.Last but not least is the CPM pricing aspect, which determines how much "audience" an advertiser gets for the amount spent. While some TV sellers are testing the waters with small reductions in ad clutter to see if they can garner much higher CPMs in return, digital ad sellers are having severe "ad viewability" issues and advertisers with TV experience are insisting on much tighter audience metrics. All of these factors meld together with others---changing business plans, shorter commercial lengths, new targeting and time buying methods, etc.-- to govern the outcome. Time spent, alone, is merely the tip of the proverbial iceberg.