What do you do when research comes out which proves your business model doesn't work anymore? You stand up and shout "This data is wrong!" Seriously, what else would you do?
It looks like the Cable Industry is starting to rebel against the commercial rating system that is due to come out soon. According to AdAge, NBC Universal will not participate at all and the CAB (Cabletelevision Advertising Bureau) is urging others to do the same. All because, as they say it, "This data is wrong!"
For years the ad industry has spent billions on TV based on research lumped into 15 minute blocks. If someone watched an instant of TV in that block, then viewership counted for the whole block. The new Commercial Rating System from Nielsen breaks down viewership by the minute, which will reveal the REAL data...how many viewers actually stick around for the commercials.
The Ad Age coverage of this has not gone very deep to explain what the supposed flaws are in the Nielsen Measurement, so here and here and here are some good sources for more in depth information/opinion.
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