Commentary

CW Drops In Prime-Time Viewers, Seeks Uniform Metrics

by Wayne Friedman , Staff Writer, February 6, 2019

The CW may be down in linear TV impressions by Nielsen -- but not when it comes to all its platforms from other measures.

Speaking at the Television Critics Association meeting last week, Mark Pedowitz, president of the CW, said all CW viewing impressions are looking up this season.

“We're up year-to-year by 3% to 5% in the amount of impressions we serve for the advertisers when you go across all platform[s],” he said. “All of these platforms work as one. We look at it that way, we sell it that way.”

Pedowitz did not go into detail about where the data metrics are from. Nielsen? Comscore? CW’s own internal server readings?

A CW representative told TV Watch all the data “is based on our collective multiplatform measurement, covering linear, delayed, digital, VOD data.”

In current Nielsen season-to-date data, through January 27, CW is averaging 1.35 million prime-time viewers, and 0.4 rating/2 share among 18-49 viewers.

A year ago, through January 28, the CW was at 1.7 million prime-time viewers and a 0.6/2 among 18-49 viewers.

That means CW is currently down -- in linear TV measures -- by around 20% when looking at total viewers. This comes from Nielsen live program-plus-seven days worth of time-shifted viewing, and for the most current week, live program-plus-same day program data.

Now, much of this would not be a surprise to media buyers -- at least from CW's point of view. Media buyers generally believe young viewers do watch a lot of content on digital platforms, as well as via delayed viewing.

That data can still be fuzzy. Still, many advertisers take a cautious leap anyway, sans an official overall “currency” that looks at all digital viewing.

CW isn’t alone in the area of attempting to cobble all viewing into a single pile. NBC (with CFlight) and other network groups are like A+E Networks. They continue to seek out their own measurement and metrics in making guarantees on all TV/video viewing (NBC, as well as guaranteeing some advertisers business outcomes (A+E).

This is not a substitute for having an all-encompassing “currency” for all TV-video advertising investment -- one that can be compared channel to channel. But at least it forces us to ask clearer, more measured questions.

broadcast networks, media buying, media measurement, tv

7 comments about "CW Drops In Prime-Time Viewers, Seeks Uniform Metrics".

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Jack Wakshlag from Media Strategy, Research & Analytics, February 6, 2019 at 10:53 a.m.
Under Mark’s leadership, the sales and research team at The CW were the first to sell cross platform impressions together. They monetized their digital impressions by combining them with traditional TV, and deserve credit for doing so. They make it simple and easy for all to understand and to trade on.
Reply

Bill Shane from Eastlan Ratings, February 6, 2019 at 2:56 p.m.

Of little reference to the theme of this story, but I liked the WB (before becoming CW) more than today. Buffy, Dawson, Charmed, Roswell and more great shows ruled. Of course I may be a bit prejudice as I was the Program Executive for a WB station in Fort Myers/Naples. The remake of Charmed is weak and Roswell isn't much better, but Riverdale is fascinating. I miss Nikita.

Nicholas Schiavone from Nicholas P. Schiavone, LLC, February 6, 2019 at 2:59 p.m.

Good job, Wayne.

And I agree with Jack!

CW Research has the leadership of Eric Cardinal who is a classically-trained, first-rate social scientist. He knows how to make sense of viewership and marketplaces.
His contributions to the enhancement of NBC's Must-See-TV programming and ratings were enormous and historic. (Just look at the decline in the Peacock's ratings once he was lured aware by the savvy CW.)

The search for an "all-encompassing 'currency'" needs to be addressed by all funding stakeholders (networks, advertisers and agencies) as it would seem that Nielsen persists
in putting profits above quality and relevance when it comes to ratings research.
The "streaming" video economy of the 21st Century cannot be understood using what is probably an encoded audio recognition technology ... from the last century.

John Grono from GAP Research, February 6, 2019 at 5:51 p.m.

Impressions served <> Impressions viewed

In fact, Imressions served > Impressions viewed.

Nicholas Schiavone from Nicholas P. Schiavone, LLC replied, February 6, 2019 at 9:46 p.m.

In fact, Impressions served > Impressions viewed > Impressions made > Actions Taken

Ed Papazian from Media Dynamics Inc, February 7, 2019 at 7:54 a.m.

Didn't CW add another night of programming this fall? I wonder how those new shows are doing and whether they are pulling down its overall average minute ratings?

Jack Wakshlag from Media Strategy, Research & Analytics replied, February 7, 2019 at 9:09 a.m.

Observant as ever. Adding a night of programming also adds to the number of impressions served. Even with average audience down, commercial impressions for the weeks should go up.