Nielsen To Begin Measuring How Many People Aren't Watching Commercials
from the bring-back-the-bud-bowl dept
The point of the Nielsen ratings has always been advertising: the more people that watch a show, the higher its ratings, and the more valuable its advertising slots are. The only problem is that the ratings only track how many people watch the show as a whole, not how many watch the ads -- something that can be a valuable distinction for advertisers, and has helped hasten their move away from TV ads to other platforms that offer more compelling and more trackable ad opportunities. Now, Nielsen says it will begin delivering more useful information to advertisers: the number of viewers actually watching ads. Since it will account for channel-surfing during ad breaks and even people going to the bathroom or kitchen, the company says, the new figures are expected to drive ad rates down and further fuel the move away from the standard TV ad to media more fitting today's consumer habits. But they'll also reinforce the need for those advertisers who do stick to TV commercials to make better ads that people will actually pay attention to. Again, the message here isn't that viewers are skipping out on their part of the bargain by not watching ads, but rather that the industry needs to undertake some wholesale changes to make their messages more efficient.