Presentation based on my 2010 MIT thesis. Gives strategies and tactics for appealing to contemporary television viewers and rethinking audience measurement.
1. Turn on, Tune in, Cash out:
Maximizing the Value of TV Audiences
2. Turn on, Tune in, Cash out:
Maximizing the Value of TV Audiences
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3.
4. “The intent is to let the network and their sponsor know
that we’ve received their message. This is something a
Nielsen box can’t do…this is a translation of fan loyalty
into real dollars that NBC & Subway can measure.”
5.
6. “The forensic evidence
so far indicates that a
kind of death is taking
place before our eyes...
NBC’s attitude toward
‘The Jay Leno Show’
signals a whole new
level of indifference,
resignation, and
laziness.”
-Nancy Franklin in The New Yorker
25. Mediator’s Role
“This isn't just about television -- the problem extends
across all media platforms. And it's not about the lack of
data. We are virtually drowning in data.” -Alan Wurtzel, NBC
32. Passivity
“We all agree that the
best technology is a
totally passive system
that doesn’t require
any interaction with
the viewer.”
-David Poltrack
Chuck cancelled. Bought sandwiches. Chuck was saved. Fans were smart. They weren’t being counted and they understood what they had to do. Not just about fans. \n
NBC ignored the cultural value and treated the audience like a commodity. What about the system of making audiences valuable caused these two very different workarounds at NBC? And more importantly, how can we fix the way we make audiences valuable?\n
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Nielsen as mediator. Currency between networks and advertisers. \n
Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
Nielsen only provides data. Not much for making sense of data. \n
Nielsen only provides data. Not much for making sense of data. \n
This isn’t really a see saw any more. The balance is thrown off. And it’s not a single mediator when you have a bunch of them. \n
This isn’t really a see saw any more. The balance is thrown off. And it’s not a single mediator when you have a bunch of them. \n
This isn’t really a see saw any more. The balance is thrown off. And it’s not a single mediator when you have a bunch of them. \n
Role of the mediator needs to change. Google is just one example. Nielsen makes data. Google makes sense of data. Mediator needs to add value. \n
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All of these assumptions give us exposure, the way traditional audiences are made valuable. \n
I’m suggesting that we move from exposure, past the internet idea of impression to a measure of audience expression. Chuck is just a stand-in here. \n
Fan behavior has always been more visible, so it’s a good way to start to think about visible audiences, but it’s not the only way\n
Figuring out where the arrows go in this diagram. What kind of value is there, then how to make it valuable. What are we really trying to do?\n\n
Second way to improve measurement. These are all valuable ways to watch TV. NEW sites of value not destruction of old. Valuable in different ways. Need to figure out that value. \n
Complementary content can complete or substitute for the broadcast experience. It allows viewers to see entire episodes of series they want to watch either in the broadcast or online spaces. \nComplementary content is fundamentally identical in either space, so if people miss it on TV, they can catch the exact same thing later online. \n\nSupplementary content adds new ways to interact with broadcast content, whether that’s in the form of sharable clips or games based on the content, \n
People do these activities for different reasons depending on why they’re watching content. \nThese categories of viewing are:\nEvent\nSubcultural \nSocial \nIncidental \n
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Actual corporate culture. They’re thinking about TV like this. But who’s successful in digital business? those people are moving into TV\nChallenge is twofold: learn from digital businesses and try not to let them take over. \n
Digital allows you to experiment. Real time results. Changes. No cost. \n
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Online ad revenue for the tournament alone was $37 million a 20% increase over 2009. \n
How do we identify relevant, valuable audiences? l This is where we can learn from other digital businesses.\n