テレビとオンラインの測定基準は大きく異なる
スティーブ・ハスカー（グローバル・プレジデント
2015年のアップフロントとニューフロント・シーズンを振り返ってみると、広告主が従来のテレビと新しいデジタル・プラットフォームへの投資をどのように配分すべきかを判断する業界関係者は後を絶たない。
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 への 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.
ニールセンは、テレビとデジタルの類似指標に基づく視聴率を提供するトータル・オーディエンス測定ソリューションで、この業界の課題に取り組んでいる。ニールセンは、年末までにトータル・オーディエンス測定の大部分を導入する予定である。
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 – 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.
デジタル視聴が拡大し、日常的な動画消費の一部となっていることは間違いないため、できるだけ早く動画視聴の測定に含めるべきです。そのためには、ニールセンとクライアントが継続的に協力し、パブリッシャーと広告主がデジタル視聴を視聴率に含めることを共同で決定する必要があります。ニールセンとしては、テレビ視聴者数に言及する際には、平均視聴時間（分）を指標としていることを明確にします。
TVネットワークとデジタル専用動画パブリッシャーの双方は、広告主と話をする際に公正な比較を用いる必要がある。その根底には、非伝統的な動画チャンネルについても、テレビと同等の独立した第三者による測定が必要である。
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.
