Commentary
It's Not TV, It's A New Framework For It
- by Joe Mandese @mp_joemandese, November 25, 2024
As someone who has covered the evolution of television
technology for nearly half a century -- from broadcast to satellite/cable to digital and apps -- I'll confess that the way the advertising and TV industry segments confuses the heck out of me. In
part, that's because different interest groups within …
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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
Hey Joe. A good chance I'll omment more later. But for now I'll just note that originally, the study was the Device and Account SHaring study (hence DASH.) But those of us serving as early advidors from the media measurement space quickly recognized the value of the study as a source for universe estimates of thechnology penetration. We were an early subscriber when I was at VideoAmp, because we could learn things like, what was the demographic compoeition of Smart TV HHs versus OTA HHs versus STB HHs? You cam see how this would be useful in creating TV measurement services. Innovid (Jessica Hogue) and 605 (Caroline Horner) were also early subscribers and advisors, and eventually we and other media measurement companies helped draw out the distinct value of this study as a comprehensive look at how Americans consume media technology. DASH evolved into a Universe Estimate study, hence the naming construct.
Joe -- Josh speaks the truth, as always. We kept the acronym to brand it, but DASH is a TV universe study. The first one covered 2021, and we've run it annually since, in two waves each year. We're just concluding fieldwork now on year #4 (2024). Just to clarify one point, the 35%-to-15% shift from SVOD you referred to was for SVOD ONLY households (meaning households with no paid AVOD streamer). Same for AVOD -- AVOD ONLY. "Mix" includes households with at least one of each.
Joe -- One other point worth making: we chose Linear and Pay as the overarching "roll-ups," but DASH is fundamentally agnostic. The data can easily size the construct you proposed (ad supported vs. pay) as well. DASH was designed from the start to be granular and "bottom-up" so that it could support many licensees with many different ways of parsing the TV universe.