TV Audience Ratings: Less And Less Relevant for Advertisers

May 31, 2011

With the National Television Upfront presentations for the 2011/2012 season completed, it’s a good time to ask what TV audience ratings really mean for advertisers today. The advertising world is moving bit by bit toward its one-time holy grail of commercial ratings – currently in the form of C3 ratings defined as “the average of a live rating for a (national) commercial minute and up to three days of DVR playback viewing” (check out a great reference site launched this month (May 2011) by the Coalition For Innovative Media Measurement – the CIMM Lexicon. Be sure to use the “find” window at the top for definitions of specific terms.)

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“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

TV Audience Ratings: Less And Less Relevant for Advertisers

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