For some time now I have been an advocate of traditional media adopting a multimedia audience measurement policy. I have bored-to-death many a TV and newspaper executive with my insistence that they need to shout about the number of people they are speaking to in-the-round, as opposed to reel out the same one-sided measurement systems such as BARB and newspaper sales or circulations.
I always knew that the powers that be would only truly start to take notice when the people that pay their bills -i.e. ad men and women - also started using a more unified measurement system.
Well, I am delighted to report (via the New York Times) that Group M, the largest media buying group in the World, is now doing exactly that. They have teamed up with Neilsen Ratings to develop a measurement which tracks the effectiveness of TV advertising in the online world.
The “cross-platform campaign ratings” will apply the same metrics that ad buyers and sellers are used to through tele media buying to the crazy world of websites and mobile video. Full details on this link to NYT blog.
http://mediadecoder.blogs.nytimes.com/2012/03/18/new-nielsen-ratings-to-measure-tv-and-online-ads-together/
It's what NBC has been doing with programmes for a while with its TAMi (Total Audience Measurement index) and the likes of the Financial Times are starting to do with their products.
And we all know, what the ad man wants...the ad man gets.
The truth is, an overall index like this ENHANCES the value of all the output. It doesn't make the TV output look worse, it makes it look stronger. Also, for minority or niche broadcasters, reporting the total sum of people that engage with you (whether that be on TV, radio, the web or social networks) does justice to your company. It shows how strong you really are.
This is what I have been saying for a while, Glad to see the overpaid ad men have finally joined my party...just hope they have brought enough champers for me!
No comments:
Post a Comment