Videa Offers Forecasting Ratings Tool For Media Buyers/Sellers
- by Wayne Friedman , July 24, 2019
Videa -- Cox Media Group’s local TV programmatic advertising company -- is launching a new tracking tool for local TV media buyers.
The forecasting TV ratings tool is available to all media agencies, even if they haven’t done business with the company.
The company says estimating local TV ratings is one the most difficult efforts for media sellers and buyers.
Shereta Williams, president of Videa, stated: “It’s also one of the most important parts of tracking the future performance of a campaign. When they are inaccurate, increased makegoods and more under-delivered spots can result.”
Videa says its tool, based on four years of impression data from Nielsen or Comscore, uses machine learning and computer algorithms to aggregate impressions.
From this, it can then isolate factors contributing to impressions and program share -- by market, station, daypart, week, day of week, time and program. From this, Videa determines viewership patterns.
Williams told Television News Daily in January that she believes programmatic/automation deals “will be one-third or more of TV spend in a few years.”
Videa's current footprint has 636 TV stations, in 169 markets, with an average 90% reach across 85.4 million households.
And I have written some software that forecasts the Lotto numbers.
Predicting the ratings of new shows or those in new situations---new competition, new lead-in, changes in cast or setting, etc.----is always a very chancy affair and buyers rarely do a good job of making tight rating predictions---hence the need for seller and buyer to agree on compromise estimates which serve as the basis for audience guarantees. It would be interesting to see a tabulation of this system's rating predictions compared to what the rating surveyr actually came up with for a large sample of cases. That's the only way to evaluate its performance as "better" about the same or "worse" than what is being done now.