The world of television is changing rapidly. Latest streaming services are popping up left and right, and traditional cable companies are feeling the pressure. To keep up with the competition, TV measurement data need to evolve along with the industry. Here’s a look at the future of TV measurement data.
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The Future of TV Measurement Data
Latest technological advances are making it possible to gather more detailed and accurate TV measurement data than ever. In the past, ratings were based on samples of a few thousand people who kept paper diaries detailing their watching habits.
Today, Nielsen uses set-top box data from millions of households to generate ratings. This increased data accuracy has led to a more precise understanding of TV viewing habits.
We’ll likely see even more advances in TV measurement data gathering and analysis in the future. One area that is ripe for improvement is cross-platform viewing. As more and more people watch TV on their computers, phones, and tablets, it’s becoming increasingly difficult to get an accurate picture of overall viewing habits.
New measurement techniques will need to be developed to consider all the different ways people consume content.
Another area that is likely to change is how advertising is measured. In the past, ads were calculated by considering gross rating points (GRPs) and reach. But with the advent of programmatic advertising, which allows brands to target specific groups of people with laser precision, those old methods are no longer adequate.
Advertisers will need new ways to measure the effectiveness of their campaigns.
One of the most significant changes that are set to take place is how to live, + the same-day ratings are measured. Currently, these ratings only include viewers who watch a show within 24 hours of its initial airing. However, this number is becoming increasingly inaccurate with more people time-shifting their viewing habits.
As a result, Nielsen is set to roll out a new live + three-day rating system that will include viewers who watch a show within 72 hours of its initial airing. This change is set to take place in the 2019-2020 season.
Another significant change that is on the horizon has to do with the way platform data is reported. Currently, platform data is only written for live + same-day ratings. However, Nielsen plans to report platform data for life + seven-day ratings.
This means that we will finally have an accurate idea of how many people are watching shows on DVRs, On Demand services, and other delayed platforms. This change will also occur in the 2019-2020 season.
We can expect to see changes in how ad exposure data is collected and reported. Currently, ad exposure data is collected via audio watermarking technology. However, this technology has some limitations (namely, it can only track one stream per household).
As a result, Nielsen is working on developing new ways to collect ad exposure data that will be more accurate and representative of today’s viewing habits. No word yet on when it will implement this new methodology, but we will be sure to keep you updated!
More accurate data
The current Nielsen rating system has been in place for over 50 years and relies on a sample of households to provide data. This system is no longer ideal in a world where people are consuming content on more devices than ever before.
In response, Nielsen is investing in new technology to provide more accurate measurement data. This includes out-of-home viewing, time-shifted viewing, and cross-platform viewing.
More meaningful data
The goal of any television measurement system is to provide accurate and actionable data to those in the industry. In the past, this meant providing ratings showing how many people were watching a particular show or channel.
However, with the advent of new technology, it will be possible to gather more detailed data about viewers’ habits. This could include what type of content they’re interested in when they’re watching and even why they’re watching it.
One of the challenges facing TV measurement has been the lack of transparency around how data is collected and processed. This has led to concerns about the accuracy of the data and whether or not it truly reflects what viewers are watching. In the future, greater transparency around the process will help to build trust in the data and ensure that it is accurate.
One of the most significant changes we’re seeing in TV measurement data is an increase in live + same-day data use. This is because more and more people are watching TV shows on their schedules rather than when they air live on network television.
In the past, TV networks would rely on live + same-day data to measure the success of a show because that was all that was available. However, with DVRs and streaming services, people no longer watch live performances. As a result, live + same-day data is no longer an accurate measure of a show’s success.
Another change we’re seeing in TV measurement data is an increase in the use of digital platforms to supplement traditional television measurements. In the past, Nielsen has been the go-to company for TV measurement data. But as more people watch shows on digital platforms, companies like comScore are starting to gain ground.
This is because comScore has access to detailed information about how people are watching shows on digital platforms like Hulu and Netflix. This information includes everything from how many people watch a show to how long they watch it.
Faster speeds mean more data collection
5G is 100 times faster than 4G LTE, meaning we can collect more data in real-time. This increased ability to collect data at higher speeds will enable broadcasters to understand their audience’s viewing habits better. This will allow them to fine-tune their programming to reflect better what viewers want to see.
Additionally, 5G’s increased speed will allow for more detailed advertising targeting. Advertisers can gather data about an individual’s interests and target them with ads for products and services they are likely interested in.
Lower latency means more real-time interaction
In addition, it is much faster than 4G LTE; 5 G also has much lower latency rates. Latency is the time it takes for a piece of information to travel from point A to point B. For example, when you click on a link on a website, there is a delay between the time you click and the time the new page starts loading. This delay is due to latency. Lower latency rates mean that information can be transmitted almost instantaneously.
This near-instantaneous data transmission will enable new forms of interactivity between broadcaster and viewer. For instance, viewers can use their phones as second screens while watching live TV. Additionally, they’ll be able to participate in polls and vote on show outcomes in real time.
Expanded bandwidth means more connected devices
5G has expanded bandwidth capabilities beyond 4G LTE’s limited capacity. This increased capacity means more devices can be connected to the network at any given time without affecting performance or quality of service.
For example, a family of four could all stream different shows on different devices simultaneously without any buffering or lag time issues.
Additionally, this expanded capacity will facilitate the growth of connected home devices such as smart TVs and digital assistants like Amazon Alexa and Google Home. As these devices become more prevalent in households, they’ll generate even more data that broadcasters can use to understand their audience’s viewing habits.
The future of TV measurement data will be fascinating to watch unfold. As the industry continues to change and evolve, we can expect significant improvements in how we collect and analyze data. This will provide an accurate picture of TV viewing habits and help advertisers better understand how people consume their content.