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The video is definitely worth the 10 minutes for those interested in an overview of Nielsen’s plan’s for “TV Everywhere” measurement.
Key points:
- Only “qualifying programs” will be measured for C3 purposes, and those are the programs that run the same national ads online and on TV.
- Internet measurement will be rolled out to the national television panel hopefully over the next 6 or 7 months
- People aren’t nearly as receptive to having their Internet usage measured as they are their TV viewing. The portion of the TV Panel that doesn’t have Internet (and I presume he meant broadband, will check) won’t be included, and Fuhre predicts that around 50% of the panel that is eligible will agree to have their Internet usage measured.
Thoughts:
- The issue with panel participation is a big one. The national TV panel currently has People Meters in around 20,000 homes. Even if everyone had high speed internet — and they don’t — if only 50% participate that would knock it down to 10,000. This may leave some room for quibbling over the veracity of the results.
- What becomes of a service like Hulu once this is rolled out? Hulu, while a good distribution hub won’t be involved in the ad sales for qualifying shows. Hulu has been spending a lot of time lately trumpeting that “current television shows” make up only a small portion of its library. But we’ve never seen any good breakdowns of what is the percentage of Hulu traffic that is for current programs.
- Though he doesn’t come right ought and say “Damn you CIMM for making us roll this out much faster than we otherwise would’ve”, clearly it seems to be the case that CIMM sped up the roll out substantially. What CIMM is not: a consortium of TV networks, agencies and advertisers who are launching their own competitive measurement service. What CIMM is: a consortium of TV networks, and advertisers who effectively sped up Nielsen’s roll out plans.
So does this mean that “qualifying shows” will no longer appear on Hulu? Or will they just be held for three days until the C3 measurement period is over?
My guess is they would be there for the +3 period too. Without any local promo time they could even still slot in the normal hulu ads.
What Jack Wakshlag seemed to indicated was the plan called for rolling in different ads after the C3 period is over, whether there will be a significant reduction of ads after 3 days (driving some people to just wait) and whether that becomes an issue du jour…we shall see.
I think my biggest concern here is if forced to watch ABC shows on the ABC Player, will they finally fix the damn thing?
How can Hulu even be included in this? They only run about 1/4 of the ads during a program as the networks do, so how can their shows be considered “qualifying?”
Devdog, nothing is “qualifying” today. Everybody will need to modify their current practices to get into that measurement scheme.
I will be interesting to see how this develops. Once it’s in force, my guess is that all video consumption that is not “qualifying” will likely be devalued to worthless.
Number geeks (like me) are eagerly awaiting this data.
Devdog, by including all of the same ads that ran on TV for 3 days instead. In the absence of that, you can absolutely count on new shows not showing up on Hulu for at least 4 days after they aired.
Personally I would be happy watching the commercials if I could get Hulu in Canada. Actually for the convenience of watching what I want, when I want I would not mind the commercials in the programming, even after 3 days.
At one point I had the TV Server set up to automatically record all the shows and then rip out the commercials before putting the shows in the folder of stuff to watch. I stopped doing that a couple of years ago and now just skip through the annoying commercials and occasionally watch some either cause they interest me or I forget I am watching recorded stuff.
I had this discussion with my brother-in-law who is big on P2P about watching streaming content vs torrenting it and his perspective was that he is now watching about 1/2 his shows on his IPOD while his out and about, or waiting in lines, and not connected to the internet.
Now he is considerably younger than me and practically never watches live TV. That is the generation that the advertisers have to appeal to. The guys complaining about 160gb of storage on the ipod is not enough.
They would rather spend their time on facebook during the prime time hours versus watching TV.