This article caught my eye as it talks about how the advertising industry is struggling with tracking viewing behavior. With the advent of multiple channels and devices, demographic metrics like age and sex no longer help in selling products. In order to match the right ads to the right people, specific data sets need to matched for targeting and optimization. People know what they want but it's hard to match the ads to their viewing behavior. Moreover, nowadays all networks have multiple platforms like digital, mobile and social media platforms, which means that advertisers need a broader perspective than just playing a 30-sec ad during a prime-time show.
Being a data analytics major I am fascinated to see how important data is for every business. Once the advertising industry has resources to leverage the available data and draw useful information from it, issues like these can be easily resolved.
https://www.mediapost.com/publications/article/298614/audience-measurement-struggles-to-keep-up-with-cha.html
This is interesting. Working for a TV network, I hear about the frustrations of the lack of data or audience measurement from Nielsen. We're really stuck with this one company that's monopolized the ratings system and it's surprising that they haven't innovated sooner to capture the viewership on all of the other platforms. Media companies needs to know how much their content is in demand. On the flip side, I'm curious how willing the streaming platforms (Netflix and Amazon) are with revealing to the companies they license content from (like Netflix licensing The Office) how much viewership these shows gain. In the broadcast sphere, the ratings and demo data was always available (even though had to pay for it) because it was offered by a third party company. Now, selling your shows to netflix and theses streaming platforms creates an imbalance in the market because sellers have no idea what their content is worth to the streaming company viewers. I would doubt Netflix reveals how much Breaking Bad makes up in the amount of hours it's viewed compared to other shows they offer.
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