TV와 온라인을 측정하는 데 사용되는 지표는 크게 다릅니다.
스티브 하스커, 글로벌 사장
2015년 업프론트 및 뉴프론트 시즌을 돌아보며, 광고주가 기존 TV와 새로운 디지털 플랫폼에 투자를 어떻게 배분해야 하는지에 대한 업계 전문가들의 의견을 들어보았습니다.
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.
닐슨은 TV와 디지털 전반에 걸쳐 '좋아요' 지표를 기반으로 시청률을 제공하는 총 시청자 수 측정 솔루션을 통해 이러한 업계의 과제를 해결하고 있습니다. 닐슨은 올해 말까지 총 시청자 수 측정의 대부분을 구축할 예정입니다.
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.
디지털 시청이 성장하고 있고 일상적인 동영상 소비의 일부가 되었다는 것은 의심의 여지가 없으므로 가능한 한 빨리 디지털 시청을 동영상 시청률 측정에 포함시켜야 합니다. 이를 위해서는 닐슨과 고객사 간의 지속적인 협력이 필요하며, 퍼블리셔와 광고주가 디지털 시청을 시청률에 포함하기로 공동의 결정을 내려야 할 것입니다. 저희의 경우, TV 시청자 수를 참조할 때 평균 분당 지표를 사용할 때 이를 명확히 할 것입니다.
TV 네트워크와 디지털 전용 동영상 퍼블리셔 모두 광고주와 대화할 때 공정한 비교를 사용해야 합니다. 이를 위해서는 TV에 제공하는 것과 비교할 수 있는 비 전통적인 동영상 채널에 대한 독립적인 타사 측정이 필요합니다.
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.
