Nielsen Ratings System: The Inevitable Evolution
Nov 5, 2009 by Bruce SimmonsAs CIMM develops its data recording processes, they’re looking to not only capture viewing data, but to make it public.
Initially, they’re going to conduct pilot …
As CIMM develops its data recording processes, they’re looking to not only capture viewing data, but to make it public.
Initially, they’re going to conduct pilot studies on collecting data across the various viewing platforms, and in the process, would open the doors for companies to submit their ideas. In fact, they’re even looking at proposals that Nielsen is submitting.
Shows have been dropped, viewers alienated and networks frustrated as ratings (the typical set of ratings) have been dropping. But the ratings drop off of live viewing, or 7-day delayed viewing are dropping due to DVR’s, online streaming and migrating over to cable networks, away from the standard classic networks.
In fact, CIMM is due to meet with Nielsen, TNS, Rentrak, Tivo and TRA to sort out how to develop methods to study viewing data. CIMM is more interested in how the different companies can bring a collaborative answer to the table, not individual efforts.
These efforts that CIMM are leading are a massive step forward from the antiquated mindset that Nielsen had about not adding weights to their numbers to represent DVR households or thinking that “adding weights for the presence of a personal computer or Internet access in under-represented households would provide ‘no significant change or enhancement’ to its national TV ratings sample.” The system has worked well for many years, but it’s time to come up for air and smell the roses.
Two Sets Of Eyes Are Better Than One
Another issue that CIMM inadvertently addresses is having a 2nd source of statistical data. There have been times when Nielsen has had server issues and data doesn’t come out the next day. It’s not often, but it happens and a 2nd source of information would be a wonderful backup to the process.
Having a 2nd source to back you up can’t always be a bad thing. One point I’m thinking of was when Nielsen was sued by a television station whose viewer numbers dropped 40% after what they called an inaccurate ratings statement. In this, and any future cases, a 2nd source can’t be a bad thing at all!
Is There Hope?
To be honest, hope is a non-issue. The technology is pushing the system towards what it will be and it needs to keep up, regardless of who sets ratings. As far as desired air dates / days, I dare say that some day it won’t matter what day a show plays on. Instead, television programming will have premiere dates for episodes and it will be up to us to program it up to watch when we have the time.
Until then, we watch while we live in this unique time in history when the television box starts to vanish into the mist of history. The history where somewhere in our future, someone is going to look at a picture of a TV and say, “Wow, how the heck did they ever deal with those things?”
References: THRFeed, Slashdot, Tampa Bay Blogs, Wikipedia, Nielsen, Research.com
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Sounds good. Now all they need is for the advertisers to start targeting the new areas of broadcast. Hopefully when CIMM get’s running, it’ll give them a good idea of where a lot of traffic is coming from and they’ll be able to tap into that. More money for them, more money for decent shows. Win win (we hope).