TUNE IN TO SHIFTING TRENDS WITH DYNAMIC UNIVERSAL MEASUREMENT - The new currency for TV ratings - Adobe
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The new currency for TV ratings.
TUNE IN TO SHIFTING TRENDS WITH
DYNAMIC UNIVERSAL MEASUREMENT.
An Adobe White Paper
2016
Here, there, and everywhere: TV audiences in FLUX.
What does it mean to “watch TV”? The answer used to be simple. For decades we
planned ahead to catch the Super Bowl or a very special episode of Friends. We
>40% 13%
watched as a single household, sitting around one set to view one program, which
meant we were all watching the same ads, too. Today, live sports and popular
sitcoms are widely available on-demand and on-the-go, so we rarely miss our
favorite shows. In short, television is going through its biggest transformation
since the introduction of color or cable.1
From a viewer’s standpoint, the shift is positive and empowering. Consumers
demand content whenever, wherever, and however they want it, a trend that Over 40 percent of U.S. homes 13 percent of homes boasted
shows no signs of slowing down. In fact, in 2015, On-demand TV Everywhere had access to a subscription multiple streaming services in
video-on-demand service as of their homes.
authenticated video starts grew almost 300 percent year-over-year.2 And as of July
November 2014.
2015, an estimated 60 percent of brands representing TV channels have distinct
apps in Apple’s app store. 3 The rapid rise of these new experiences demonstrates
just how quickly and dramatically the TV landscape is changing—and why 00:50 00:10
it’s imperative for media companies, publishers, and advertisers to adapt for
maximum ROI.
The new era of TV viewing holds positive implications for all parties involved
if every viewer can be counted—and measured accurately. TV ratings are the
currency that drives industry transactions. If the currency isn’t reliable, it can slow
and even deter buying decisions. A universal ratings currency would put media
companies in a better position to assess viewing behaviors, helping to enhance Homes with subscription These homes (with subscription
content personalization. For marketers, it could mean better connections to streaming services have a services) average 10 more minutes
audiences regardless of platform or device, resulting in reduced ad wastage. These penchant for TV-connected daily watching time-shifted TV
technology and display the and double that in terms of time
are all realistic outcomes. The trick, however, is getting audience measurement up greatest usage of these devices— spent using a multimedia device
to speed and on pace with modern consumption patterns. nearly 50 minutes more per day (such as Apple TV and Roku) than
than a typical TV home. a typical TV home.
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 2
The REVOLUTION The NIELSEN
must be standardized. ratings refresh.
The case for standardized measurement should be cut and dried. TV networks There has been much trial and error along the way towards multi-platform
are anxious for a unified ratings currency that covers on-demand, over-the-top measurement. Since 1950, the Nielsen ratings company has set the gold
(OTT), and time-shifted viewing. In the absence of a ratings standard, some standard for TV audience measurement, building its reputation on a
have even developed basic in-house solutions, drawing on multiple data diary-based system, then broadening its tool kit to include television set
sources in an effort to help advertisers target the networks’ audiences across and remote-control-embedded meters placed in participating homes.
all platforms.5 But the answer to today’s fragmented audiences isn’t a suite of
In 2014, Nielsen ramped up efforts to address the challenges of content
disparate measurement tools. A universally accepted and implemented tool
distribution, ad delivery, and audience measurement, and announced plans to
would effectively level the playing field by giving publishers, advertisers,
measure online subscription streaming services, including Netflix and Amazon
and media companies common terms on which to base media buying and
Prime. It also revamped its audience measurement report, or Cross Platform
selling—a currency akin to cost-per-point (CPP) in the linear TV marketplace,
Report, to reflect changing patterns in consumers’ media consumption and
or cost-per-click (CPC) in the world of paid search.
experience. The newly named Total Audience Report provides a quarterly
From a publishing standpoint, big gaps in audience measurement yield perspective on viewing habits across platforms with data collected and
misleading metrics. For example, 34 percent of NBC’s Parks and Recreation analyzed by Nielsen. Its updated title also reflects the company’s goal of
viewership didn’t make Nielsen’s ratings, since that segment watched the show establishing a reliable way to compare platforms by using common metrics,
on unmeasured devices.6 Such oversights are unacceptable in the age of TV thereby helping the industry to analyze users and usage in a fair, standard,
Everywhere. Developed by broadcasters to compete with so-called cord-cutters, and appropriate manner.
TV Everywhere allows cable subscribers to access premium content online
In the inaugural report, Nielsen Insights SVP Dounia Turnill noted, “The growing
whenever and however they prefer—and provides ample opportunity for
penetration of new devices and the popularity of subscription-based streaming
advertisers to dynamically insert highly targeted, highly personalized ads into
services and time-shifted and over-the-top viewing—as well as cord-cutting and
on-demand content.
cord shaving—are fundamentally changing the TV industry.”4 However, this still
didn’t encompass the universal currency for Internet-delivered TV that media
Connected devices like Apple sellers and advertisers were looking for.
TV and game consoles now
represent 1 in 4 TV Everywhere
authentications—a 300 percent
year-over-year increase.2
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 3Finding the COMPLETE picture.
A new partnership between Adobe and Nielsen is Digital content ratings,
introducing a solution to finally provide a complete
view of audience metrics across major internet-
powered by Adobe.
connected devices. Known as Nielsen Digital Content
Ratings powered by Adobe (Nielsen DCR), this system Social and spot-on. Find out who watches what,
will measure content of all types, including online TV, when, and why, with accurate, census-based audience
videos, games, audio, and text. Immediately, media insights and demographic data sourced through
sellers can use it to gain insights into their audience social channels for enhanced media planning.
that can be used for sales planning. Ultimately, Nielsen
Better, faster, stronger. Adobe and Nielsen
DCR will flow into ad management platforms, enabling
accelerate measurement for customers who want to
currency-linked planning, allocation, optimization,
certify audiences and content on every screen with
and delivery.
rapid time-to-market for cross-platform deployments.
The Nielsen and Adobe partnership supports
the adoption of a universal digital ratings currency, Data that walks the talk. Publishers can
providing media companies and marketers with turn audience insights into tangible business
immense opportunity to deepen viewer engagement, results and significant advertising revenue, thanks
whether on a smartphone or a tablet. There’s no to data on par with that obtained through the leading
questioning the need for better measurement of campaign audience measurement solution (Online
digital media consumption. The only unknown is how Campaign Ratings).
exactly the new metrics will transform marketing
and publishing strategies—and how marketers and
publishers will prepare for the shift.
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 4SHARPENING the image.
Advertisers are equally concerned about by Business Insider, several factors contribute to an
standardization. In 2011, three industry groups— online ad being overlooked by its target audience.
the American Association of Advertising Agencies The report found that more than 91 percent of users
(4As), the Association of National Advertisers (ANA), are served ads that appear in an inactive window.
and the Interactive Advertising Bureau (IAB)— For 27 percent of users, the ad appears out of frame,
launched a nonprofit initiative to explore, establish, and more than 10 percent of online ads run with
and implement measurement standards for online muted video.7 Automated platforms for buying and
advertising. The resulting standards guide, Making selling online ads also tend to aggravate viewability.
Measurement Make Sense (3MS), is focused on five This is obviously a problem that needs to be
areas: defining impressions, establishing audience addressed—especially as key performance indicators
currency, creating a standard classification of ad units, (KPIs) of online ad performance shift from page
defining ad performance metrics, and establishing views, clicks, video views, and visits, and viewability
brand attitudinal measures. takes center stage.
At the heart of 3MS is viewability, an issue that
has vexed advertisers and publishers since the
dawn of online TV. Viewability refers to viewable
impressions—basically a metric for determining Today and tomorrow, it’s all about viewability.
whether or not an online ad is visible once served. How much content was viewed? What was the
As it turns out, visibility is poor, to say the least. In
fact, overall comprehension of ad content could
percentage? What were the authentication rates as
stand improvement. Online video ads obviously people accessed my brand, and was I able to deliver
need to be seen, but they should also be heard and
the personalized experience to them?
played through to achieve the intended effect.
These three criteria are rarely met, for several reasons.
J.D. NYLAND
According to The Ad Viewability Report, published Adobe
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 5The Media Rating Council (MRC) works to establish greater accountability in 2020
digital media. In March 2014, it lifted an advisory against viewable impressions For 2015, TDG Research forecasts a 133 percent growth rate for OTT
as currency for buying, selling, and measuring advertising in the digital space, 10%
growth
TV advertising, as more advertisers begin to realize the size of the OTT
audience. Moving forward, TDG expects a 67 percent year-over-year
a move that reflects growing faith in single-measurement standards. Still, MRC’s growth rate for OTT TV advertising for 2016, 50 percent for 2017 and 2018,
rate
Viewability Implementation Considerations suggest that advertisers temper and only 10 percent for 2019 and 2020, as the industry matures.
2019
their expectations until measurement processes are implemented, tested, and
approved. In other words, 100 percent viewability is just not happening. For
now, says the MRC, shoot for 70 percent. If publishers fail to meet that arguably
low standard, they’ll have to make up for it by granting advertisers additional
2018
opportunities for viewable impressions. The MRC also advises all parties to keep
in mind key considerations for viewability, including authentication rates, stream 50% growth
rates, mobile app downloads, and total audience engagement.8
rate
Better accountability in digital advertising paired with a new standard currency 2017
is likely to yield tremendous benefits for everyone involved. Consider the perks
of OTT. Consumers can watch what, when, and where they want, and media
buyers can purchase ads to reach a specific demographic.
Some networks are already jumping in with both feet. For example, in May 2015,
67%
growth
2016
rate
CBS Interactive announced Studio 61, a new service that enables subscribers to
133%
watch TV episodic content, local news, and movies through Hulu and across
numerous devices, including Apple TV, Roku, Xbox, and Amazon Fire TV.9 It’s
2015 growth rate
more work for the networks: instead of selling ads for an entire show, they have for OTT
to sell pieces of that show’s audience while making sure all ad inventories are TV advertising
sold. But again, the payoff is huge—more accurate and consistent insights into
audience viewing behavior across multiple devices.
Source: The Future of OTT TV Advertising, 2014-2020.10
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 6Quite simply, OTT TV advertising can be measured more precisely than Meeting top marketing priorities with
traditional TV advertising. With OTT, it’s possible to collect data on individual standardized audience measurement.
viewers, enabling advertisers to target a specific demographic with messaging
A global survey of more than 200 media and entertainment executives pinpoints
that’s relevant to the consumer. In other words, millennials don’t have to sit
top marketing trends for 2015, including:
through commercials for arthritis, medication and health-conscious baby
boomers can be spared promotions for a fast-food chain’s late-night menu.
The better viewers relate to ads, the more likely those ads will influence their
Use of data to deliver unique experiences
purchasing decisions.
Currently, however, ads that run on OTT TV programming are considered
Cross-channel brand communication with users
“digital advertising,” which is sold and measured differently from ads running
and audiences
on the same program delivered through an incumbent set-top box. This will
change once an accepted, universal measurement standard is in place.
Adobe Senior Project Manager Scott Smith says that to stay competitive in Social-centric content
this shifting environment, advertisers can’t have gaps in their understanding of
what’s happening across platforms. “Ultimately, everyone wins. If advertisers
Mobile-first content
understand audiences, they are going to provide better experiences for the
consumer. They’re going to recommend content that’s important and relevant
to the viewer,” he says. “It just makes sense.” Programmatic advertising
The early adopters playbook. Standardized, cross-platform measurement powers these experiences.
Several proactive players in the space have already tested the waters of unified By gathering and analyzing consumer behavior across channels, it’s easier to take
measurement, teaming up with technology partners to leverage enhanced a comprehensive account of viewing habits wherever and whenever they take
audience data for increased revenue. The following highlight reel provides place—so marketers understand who is watching, when they’re watching, and
examples of unified measurement in action. Each case represents an opportunity what device they’re watching on.
to further refine and streamline the measurement process through Digital
Source: 2014, Impact of Digital Transformation in the Media and Entertainment Sector, Adobe11
Content Ratings.
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 7Play ball: prepare for on-the-fly PIVOTS.
TV networks and media companies have seen
particular success experimenting with innovative The Sochi Challenge
ways to keep fans tuned in to live sporting events.
The Canadian Broadcasting Company (CBC), for
18 days
example, used custom analytics during the Sochi
Olympics to overcome differences in viewer time Live content overnight
zones. The network applied real-time feedback on
early-morning live video streaming to a subsequent TV, radio, desktop, mobile apps
edited digest, inserting footage of popular athletes
and events for maximum engagement. The network Eight networks
partnered with Numeris to achieve a single data
One radio station
source. Every online stream was encoded as one
channel to give CBC a comprehensive source to Free live streaming
gather valuable insights into viewer behaviors.
CBC took a similar approach to capture and retain
2014 World Cup viewers—a challenge, considering
2014 World Cup
a typical fan might toggle among multiple games
CBC’s official 2014 World Cup website saw 45 percent more page
and post-game analyses, and switch from desktop
views and 51 percent more video views than it did in 2010. Live
to mobile to tablet to finish programs on different
coverage online also attracted 33 percent of Canadian audiences
screens. The result: Canadians logged more than
checking out the professional soccer event for the first time.
13 million hours of video viewing across all digital
platforms throughout the tournament.12
45% 51% 33%
MORE PAGE VIEWS MORE VIDEO VIEWS FIRST-TIME SOCCER
VIEWS
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 8In the U.S., Fox Sports took similar measures to keep audiences tuned in for Super Fox Sports increased Super Bowl XLVIII webcast viewership by 4 percent from
Bowl XLVIII, working with several technology partners—including Adobe—to the previous year’s game on CBS.com and up 52 percent from 2012’s Super Bowl
implement real-time analytics visualizations for on-the-fly adjustments as the footage on NBCSports.com.
action—or lack thereof—played out. The game was a blowout, with the Seattle They did it by using Super Bowl XLVIII to showcase the Fox Sports Go service,
Seahawks establishing a 22-0 half-time lead over the Denver Broncos (final score: which provides access to live streaming of two sports cable networks. The
43-8). However, Fox turned the so-called snoozer into a big win by setting a new network was able to see how long people viewed content, when they switched
record for online streaming of a live sporting event. from desktop streaming to tablet, and how well advertising was performing
across devices as it happened. They were then able to dynamically insert ads to
Super Bowl product components. satisfy their advertising obligations.13
1 Super Bowl content hub
The responsive landing page for the entire Super Bowl campaign, built around
a rich editorial experience in addition to interactive fan vote games, socially
enabled stats, and engaging videos.
2 Super Bowl commercial hub
Tight integration with Facebook allowed for the creation of a social leaderboard,
providing first glimpse of the Super Bowl commercials, ranked according to
social sentiment. 6.3M 1.1 M
TOTAL UNIQUE PEAK CONCURRENT
USERS VIEWERS
3 Super Bowl live stream
Featuring a live HD stream to watch the game as it happened both on a
desktop—and for the first time ever, on a tablet device.
528,000 48 MIN.
VIEWERS PER AVERAGE TIME
MINUTE SPENT ON THE SITE
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 9Counting STARS: rewarding viewers to measure engagement.
It makes sense that a show about individuals living In addition to the rewarding integrations, Big Brother Shaw Media then took its success across the border,
under constant video surveillance would prove Canada II used social media to further boost leveraging lessons learned about Big Brother Canada II
the perfect testing ground for managing audience engagement. Viewers could vote online without fans to amplify viewership and engagement for Big
data. Shaw Media didn’t just turn the cameras on registering, but they could dramatically increase Brother U.S. The network created highly complex
and expect audiences to get hooked on Big Brother their influence by logging in through Facebook, audience segments, dividing them into three
Canada II. In Spring 2014, the Canadian broadcasting LinkedIn, email, or Google+. This unique data categories—light (someone who has viewed any
company implemented complex digital-to-on-air capture opportunity yielded significant demographic content), medium (watched video, had return visits),
integrations, compelling viewers to become equally information. Users even responded to a series of heavy (registered users, played along, invested in
invested in both broadcast and website content. reward-based questions related to advertisers, show). Shaw then focused on optimizing the light
The challenge was to measure the effect of those including purchase intent and brand recognition.14 and medium segments, quadrupling click-through
integrations and turn that into a marketing opportunity. and tripling engagement rates for Big Brother U.S. The
With Big Brother Canada II, Shaw Media struck gold
resulting numbers helped Shaw create a compelling
For season two of the popular reality television with cross-platform integrations, successfully driving
case study for ad sales and improved efficiencies in its
show, producers positioned rich audience viewers from television to digital and back again, and
marketing department, putting the right impressions
engagement as an exclusive chance for fans to add collecting meaningful, actionable data in the process.
in front of the right people at the right time. They
their unique voice and to influence the live action Through a combination of in-house audience
accomplished all of this by combining in-house tools
drama. To supplement on-air footage, they delivered targeting, social sign-in, and second party audience
and external partnerships to create a unified digital
a parallel online story via live feed that culminated data, the company gained insight into individual
measurement system that dynamically assessed
in audience members selecting the program’s final viewers. Carefully divided audience segments helped
media consumption across multiple platforms.
houseguest. Viewers were also rewarded with inform which content and ads reached specific users,
enhanced digital components. resulting in more targeted content delivery and
increased ROI for advertisers.
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 10To BOLDLY go where audiences are headed.
Television isn’t dying. It’s transforming. According to GroupM Global Chairman Where to start and how
Irwin Gotlieb, rumors of television’s decline are greatly exaggerated and reports of to prepare.
decreased viewership reflect a “broken yardstick.” Like others deeply invested in
Dozens of media companies are already participating in an advisory board for
the future of television content production and advertising, he predicts that over
Nielsen DCR, and eight are beta testing the system. To get started, they took the
the next 12–18 months, the industry will experience an incredible paradigm shift.15
following steps, which you can adopt when Nielsen DCR officially launches in
We don’t need to entirely break with tradition to embrace this new paradigm. the fall of 2015:
We just need to change our perception of tradition’s role in revolution. That
means taking time-honored methods of audience measurement and pairing 1 Implement tags:
them with advanced technology to drive content publishing and advertising Implement the ratings-ready Adobe Primetime TVSDK, or add Adobe Analytics
into exciting new territory. tags to cross-device TV and video experiences.
2 Activate insights:
We’re going to stop thinking of Quickly activate Nielsen’s insights in Adobe Analytics and link owned analytics
television within the context of data to the new currency metrics.
the device on which you consume 3 Measure audiences:
it and begin to think of television Use Adobe Analytics or Adobe Primetime to measure audiences and viewing
behaviors across a broad set of devices.
and video as a unified platform
that is not device specific but is 4 Apply insights:
Use measurement insights to plan sales strategies that will maximize revenue
content specific.15 across all connected devices.
Adobe and Nielsen remain on track for a full launch of Nielsen Digital Content
IRWIN GOTLIEB Ratings. Get ratings-ready by exploring how to use Adobe Primetime and Adobe
GroupM Analytics for deeper understanding of video consumption, conversions on
advertising, and subscription offers and engagement across platforms.
To learn more about how Nielsen DCR can transform your marketing strategy,
see our news release.
2016 | The New Currency for TV Ratings: Tune in to Shifting Trends with Dynamic Universal Measurement. 11Adobe Analytics is the industry-leading solution for applying real-time analytics
and detailed segmentation across all of your marketing channels. Use it to discover
high-value audiences and power customer intelligence for your business.
Adobe Primetime is a multiscreen TV platform that helps broadcasters, cable
networks, and service providers create and monetize engaging and personalized
TV and film experiences.
1. Jeremy Helfand. “Nielsen-Adobe Deal on Track for 2015 Digital Ratings.” Beet.tv. December 15. 2014.
2. Adobe Digital Index Q1 2015 Digital Video Report. Adobe. June 4, 2015. http://www.slideshare.net/adobe/adi-digital-videoq12015. Accessed on September
10, 2015.
3. Campbell Foster. “Data and Apps Fuel Innovation in the TV Industry.” Adobe Primetime Blog. July 21, 2015. http://blogs.adobe.com/primetime/2015/07/
data-and-apps-fuel-innovation-in-the-tv-industry/. Accessed September 10, 2015.
4. Dounia Turnill. “The Total Audience Report Q4 2014.” The Nielsen Company, March 2015.
5. Paul Sweeting. “The New TV Metrics: Pick a Number, Any Number.” Media and Entertainment Services Alliance. 2015.
6. Jeanine Poggi. “The Big Problem with Cross-Platform Measurement: No One Wants to Pay.” AdAge. September 30, 2014.
7. “Mark Hoelzel. “THE AD-VIEWABILITY REPORT: The Top Statistics That Illustrate The Growing Problem Of Unseen Digital Ads.” Business Insider, January
8, 2015.
8. Viewability Implementation: Background and Checklist of Key Considerations.” The Media Rating Council, October 16, 2014.
9. Brian Steinberg. “CBS Interactive Launches In-House Advertising Effort.” Variety. March 2, 2015.
10. Alan Wolk. “The Future of OTT TV Advertising 2014-2020.” The Diffusion Group. 2015.
11. “Impact of Digital Transformation in the Media and Entertainment Sector.” Adobe, 2015.
12. JD Nyland. “Measuring the World Cup in Real-Time: 3 Lessons from the CBC.” Adobe Digital Marketing Blog. August 14, 2014.
13. Todd Spangler. “Fox’s Streaming Internet Audience Up 4 percent From CBS’s Last Year.” Variety. February 3, 2014.
14. “Making Dollars and Sense in the World of New Media.” Adobe Digital Summit, 2015.
15. Andy Plesser. “TV Isn’t Dead: Viewership Decline is Due to “Broken” Audience Measurement, GroupM’s Gotlieb.” Beet.tv, July 9, 2015.
© 2016 Adobe Systems Incorporated. All rights reserved.
Adobe and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other countries.
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