We all know what’s happening with adspend. Digital advertising spend represents all net growth in adspend, and three big players are in control of that flow of cash. It’s an issue that isn’t going to be solved any time soon, and in the meantime the competition for the squeezed remainder is only getting fiercer.
As part of that various broadcasters, platforms and advertisers are reappraising the metrics they’ve traditionally used to demonstrate their superiority (or otherwise) compared to their competitors. In the US, for instance, the television and radio broadcast network CBS has failed to come to terms with the measurement company Nielsen, leaving the broadcaster without one of the most-cited measurements. As Variety’s Brian Steinberg explains, part of the issue is that broadcasters like CBS argue that Nielsen’s metrics fail to take into account viewing across a variety of platforms. The rise of VOD and the diffusion of television content across different devices means that – at least in theory – more people are being exposed to television content than ever before:
“TV networks have long based their advertising rates on Nielsen’s measure of linear TV audiences, which have slipped as consumers embrace Netflix, Hulu, Amazon Prime and other streaming and on-demand options. In such an environment, TV networks believe Nielsen’s overnight ratings are no longer the critical yardstick of viewership they once were.”