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« The End of Network Television? | Main | The Latest in Advertising Ubiquity »

September 22, 2004

Comments

Vick Thomas

I read with interest your writing about the need for a new measurement system for networks which you state is an out come of behavior. I agree with the outcome of behavior but it is much bigger than beating hearts and emotions of the viewers. It has to do with erosion as a result of viewing options.

As viewing options expand (choice of networks, cable and internet time) the available TV (universe) audience size gets smaller. As a result of the audience erosion due to choice the quantative differences is not stastically significant and therefore less reliable.

If an advertiser is placing an ad in "Survivor" Nielsen measures how many eyeballs are watching "Survivor" and not rating the commercial message, which TiVo and the remote generally zaps or is not being eyeballed by the viewer at all.

I have always wondered how an advertiser constantly places TV ads in shows that are measured and really don't have a solid handle on the recall that the viewer actually payed close attention to the message thar aired. Selling and buying advertising time in 'highly rated' programs is a commodity business and quantitatively based television evaluation methodologies has created the misallocatoin of advertising dollars. You are right -- a better measurement system needs to be put in place that more accurately reflects the greater Customer Majorities reaction to mindless programming dramatically impacting the Cost Per Thousand spent with equally mindless advertising.

David Wolfe

Vicki, you speak such thruth when you say, "Selling and buying advertising time in 'highly rated' programs is a commodity business and quantitatively based television evaluation methodologies has created the misallocatoin of advertising dollars." Maybe some day down the road, someone in some network will get it.

John Smith

Is anybody listening?

The comments to this entry are closed.

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