Metrik yang Digunakan untuk Mengukur TV dan Online Sangat Berbeda
Oleh Steve Hasker, Presiden Global
Ketika kita merefleksikan musim awal 2015 dan musim NewFront, tidak ada kekurangan pengamat industri yang bersedia untuk membuat keputusan tentang bagaimana pengiklan harus mengalokasikan investasi mereka di TV tradisional dan platform digital baru.
Key to these significant investment decisions is understanding where and to what extent audiences are watching TV and digital video. Unfortunately, the metrics commonly used to compare TV and digital viewing are vastly different and often misunderstood. This results in reports, in publications ranging from The Verge to The New York Times, that digital video programming has a greater audience than a TV program because the total digital views are greater than the number of TV viewers, based on ratings reported by Nielsen.
In TV, the standard measurement unit for viewership is the average-minute audience — how many viewers there are in an average minute of content. In the digital space, on the other hand, video measurement is commonly expressed as the gross number of times the video is viewed, even if only for one minute or one second. These two metrics are quite different, and comparing one to the other unfairly tilts the comparison against TV.
Kami menjawab tantangan industri ini dengan solusi pengukuran Total Audiens kami, yang akan memberikan peringkat berdasarkan metrik like-to-like di TV dan digital. Nielsen akan memiliki sebagian besar bagian dari pengukuran Total Pemirsa pada akhir tahun ini.
Let’s consider two examples: ABC’s “Jimmy Kimmel Live,” and the 2014 World Cup shown on ESPN.
In May 2015, “Jimmy Kimmel Live” had an average audience of 2.2 million adults. The 23 “featured” videos on the “Jimmy Kimmel Live” YouTube channel averaged about 9 million views, and very popular ones got more than 25 million views. These numbers appear to show that the YouTube audience is much larger than the TV audience.
However, the total TV audience as we measure it is not actually 2.2 million โ that’s just the audience that tuned in during any given minute of the program. The average May telecast attracted 5.3 million adults, meaning that in the average week, the program was watched by 16.6 million adults; and over the month, the reach of the program was 43.1 million adults. Nearly one out of five American adults tuned into the program for that one month, and that’s the total TV audience of “Jimmy Kimmel Live.”
In every assessment of TV and digital audiences, we need to use comparable metrics — but we can’t compare YouTube views to the TV average-minute audience.
In our second example, the 2014 World Cup on ESPN had an average-minute TV audience of 4.6 million persons, and received 115.5 million digital views. But 4.6 million for TV and 115.5 million for digital is the wrong comparison — if we translate digital viewership into a TV metric, the average-minute digital audience of the World Cup on ESPN was 307,000, representing just 7% lift of the TV audience.
Penayangan digital harus dimasukkan dalam pengukuran video sesegera mungkin, karena tidak diragukan lagi bahwa penayangan digital terus berkembang dan telah menjadi bagian dari konsumsi video sehari-hari. Hal ini akan membutuhkan kolaborasi berkelanjutan antara Nielsen dan klien kami, dan juga akan membutuhkan penerbit dan pengiklan untuk membuat keputusan bersama untuk memasukkan penayangan digital dalam peringkat. Bagi kami, ketika kami merujuk pada pemirsa TV, kami akan memperjelas ketika kami menggunakan metrik menit rata-rata.
Baik jaringan TV maupun penerbit video khusus digital perlu menggunakan perbandingan yang adil ketika berbicara dengan pengiklan. Untuk itu, kami membutuhkan pengukuran pihak ketiga yang independen untuk saluran video non-tradisional yang sebanding dengan apa yang kami sediakan untuk TV.
As we roll out the pieces of Total Audience measurement, buyers and sellers will need to weigh in and help finalize their definitions to determine which metrics to trade on. In the meantime, buyers and sellers should beware.
This article originally appeared on adage.com.
