Tag Archives: ratings

TV: Riding The Tide Of Emotions

VAB has often demonstrated the undeniable ability of TV to drive business growth, but in this report they explore the emotional impact of television. Television programming satisfies our human emotional need for connection; a connection not only to the characters and stories that resonate with us, but also the desire for a shared experience with our community.

download the report here

The emotional bond many of us feel with Television programming is made clear by…

• The amount of time & attention we give it – 5+ hrs a day, double what we spend eating, drinking,
shopping and viewing Facebook, combined

• Our insatiability for more content from the shows we love – 52 Million Facebook Followers of the top 5
shows alone

• The urgency we feel to rejoin the stories we loyally follow – 88% of primetime is viewed live
Emotionally compelling, character-driven premium programming fosters an ideal environment to showcase an advertisers
message. But why is this important for advertisers?

• 90% of human decision making is dictated by emotion

• 85% of consumer purchases are driven by emotional attachment

• And 58% of consumers believe TV is where they are most likely to find advertising that makes them feel
emotional (a figure 6x greater than that of Social media)

15.8 Million People Watched the First Episode of Stranger Things

Nielsen released its first batch of viewership data about Netflix.

The never-before-publicly-shared data shows that the first episode of Stranger Things 2 drew a bigger audience than the Season 8 premiere of The Walking Dead, cable TV’s most-watched show a week earlier.

According to Nielsen’s SVOD Content Ratings, 15.8 million U.S. viewers watched the first episode of Stranger Things 2 over the first three days, including a whopping 11 million people in the 18-49 demo.

That puts it just above the live-plus-3 numbers for The Walking Dead Season 8 premiere on Oct. 22, which drew 15 million total viewers and 8.8 million in the demo.

The Stranger Things 2 demo viewership is also ahead of all broadcast entertainment programs in live-plus-3 (This Is Us had 5.8 million). As for total viewers, Stranger Things 2 is behind only The Big Bang Theory (16.5 million) and The Good Doctor (16.1 million), and tied with NCIS (15.8 million).

Stranger Things 2— which showcases dozens of brands in all of their ’80s glory—debuted last Friday. Over those first three days, every episode averaged more than 4 million total viewers, and more than 3 million in the demo, according to Nielsen. On Friday, 361,000 people watched all nine episodes of Stranger Things 2.

The episode breakdown over the first three days was as follows:

Chapter One: 15.8 million total viewers, 11 million 18-49
Chapter Two: 13.7 million total viewers, 9.6 million 18-49
Chapter Three: 11.6 million total viewers, 8.1 million 18-49
Chapter Four: 9.3 million total viewers, 6.6 million 18-49
Chapter Five: 8 million total viewers, 5.6 million 18-49
Chapter Six: 6.4 million total viewers, 4.5 million 18-49
Chapter Seven: 5.3 million total viewers, 3.7 million 18-49
Chapter Eight: 4.9 million total viewers, 3.4 million 18-49
Chapter Nine: 4.6 million total viewers, 3.2 million 18-49

During those first three days, the average Stranger Things 2 viewer watched 2.9 episodes of the new season.

read more here: Adweek.com

Nielsen Will Publicly Share Ratings for Netflix Shows

Ever since House of Cards premiered in 2013 on Netflix, the TV industry has been frustrated by the streaming service’s refusal to share ratings data for its content. Netflix ratings have become the industry’s white whale, with many companies attempting to nail down the company’s metrics, but seemingly failing to do so in any precise way.

That is finally about to change, as Nielsen says it will now be measuring, and publicly sharing, Netflix ratings data, while allowing networks and studios to finally get a sense of how the audience for the streaming service’s shows like Stranger Things, Orange Is the New Black, 13 Reasons Why and American Vandal measures up to broadcast and cable series. The company has launched SVOD Content Ratings, a syndicated service that measures content from subscription video on demand services, though out of the gate, the offering will only provide ratings for Netflix content.

Nielsen’s SVOD Content Ratings will provide clients the same ratings and demo data for Netflix’s original shows, movies and acquired content that they receive for linear TV programs, broken out both by season and by episode.

Initially, the offering will only provide ratings for Netflix content, and will be restricted to programs viewed on connected TV devices like Roku, Apple TV, video game consoles and smart TVs (which accounts for around 75 percent of SVOD viewing).

SVOD Content Ratings, which Nielsen has been testing with select clients since August, relies on data from Nielsen’s national panel, which is comprised of 44,000 households and more than 100,000 people.

Eight TV networks and production studios, including A&E, Disney-ABC, NBCUniversal, Lionsgate and Warner Bros., have already subscribed to the new service, and the company said more will be added in the coming days and weeks. “We’ve got a number of clients in various stages of subscription and evaluation,” said Brian Fuhrer, Nielsen’s svp of product leadership.

Nielsen has been measuring streaming content since 2014, but previously, studios working with Nielsen only had access to metrics about their own shows. They were also only permitted to use the data internally, which meant they couldn’t discuss it with the press or use it in negotiations. Now they’ll have access to ratings for all content measured by Nielsen.

“The question I always get is, ‘How did my program do?’ And the second question is, ‘How did it do in comparison with everybody else?’ That second key question is what we’re trying to answer,” said Fuhrer.

While the ratings metrics will be similar to what Nielsen collects for linear shows, it will take as much as three or three weeks for the data to be processed. “It’s definitely not an overnight process,” said Furher of the ratings, which will be made available each week. He added that Nielsen’s clients have said they would rather the data be accurate and complete rather than rushed, “so that’s what we’re working through to be able to do that.”

Initially, the SVOD Content Ratings will measure viewing via connected TV devices only, and the company will analyze its data approximate to how much viewing is done on mobile devices.

Hulu and other providers consistently say that around 75 percent of their viewing occurs via a connected TV device. “I wouldn’t be surprised if that was a low estimate, particularly for the high-value content,” said Fuhrer. “People like to watch content on a big, high-quality screen.”

In its infancy, SVOD Content Ratings won’t be measuring every single piece of content on Netflix. “We’re continuing to build our library, so we don’t have a comprehensive library of everything on Netflix right now,” Fuhrer said. “What we’re focusing on right now is the most-viewed assets out there. It breaks down into three categories: movies, Netflix originals and back seasons of TV.”

Netflix, which has always refused to share any ratings metrics, has tried to impede Nielsen’s measurement efforts by stripping out the company’s digital watermarks from its content.

For its SVOD Content Ratings, Nielsen captures a content’s video signature, compares that against a high-quality video signature that it holds for each program and loads that information into its crediting engines to determine viewing among its national panel.

read more here:

http://www.adweek.com/tv-video/at-long-last-nielsen-will-publicly-share-ratings-for-netflix-shows/

Nielsen to Credit Video Views on Facebook, Hulu and YouTube

Broadening its visibility into the world of digital video and OTT distribution, Nielsen said it will begin crediting video content distributed on Facebook, Hulu and YouTube.

That added capability, delivered via Nielsen’s Digital Content Ratings, will enable TV and digital publisher clients to capture viewing of their content within their reported audience numbers, Nielsen said, noting that this “consistent and transparent view ensures a level playing field” because it provides access to the same information across both publishers and platforms.
While enabled publisher clients will be able to receive credit for video offered on Facebook and YouTube in Nielsen’s Digital Content Ratings, Hulu will be providing “select media partners” with credit for current series content that it distributes, Nielsen said.

That expansion follows Nielsen’s announcement last month that “eligible TV viewing” from YouTube TV and Hulu’s new live TV service would be included in its Digital in TV Ratings.

“The inclusion of video content distributed on Facebook, Hulu and YouTube in Nielsen Digital Content Ratings is a major accomplishment and part of our ongoing commitment to providing the industry with independent, comprehensive measurement of the evolving consumer landscape,” Megan Clarken, president of product leadership at Nielsen, said in a statement. “Through capturing this audience, Nielsen is providing publishers, agencies and advertisers with a better picture of today’s media consumption, with comparable metrics.”

read more here:

http://www.multichannel.com/news/advanced-advertising/nielsen-credit-video-views-facebook-hulu-and-youtube/414612