
Sports Sponsorship
Marketing deal would cost around US$51.8-million over three years and aim to boost international tourism. But critics are unconvinced.
AUDIENCE MEASUREMENT
By our News Team | 2021
Aim is to give advertisers, marketing agencies and TV networks detailed viewership figures for specific ads, rather than averages.
TV-audience measurement company Nielsen has confirmed that during the course of next year it will be revamping its measurement parameters for the viewership of ad breaks on TV.
Its so-called ‘commercial ratings’ are a cornerstone for negotiations between brands, their agencies and television networks. The higher the measured number of viewers in that break, the higher the cost of the slot.
However, in recent times, the various parties involved have been threatening to move away from Nielsen – a doyen of audience measurement – in search of more specific figures rather than broad averages.
Now the company says it has the capability to accurately measure the number of eyes on any particular ad, and will be implementing this during 2022.
Photo by Karolina Grabowska from Pexels
“Currently, buyers and sellers transact on ‘C3’, which provides the average of all commercial minutes within a program,” explained Kim Gilberti, Senior Vice President of Product Management at Nielsen, in response to emailed questions from Variety, the entertainment industry publication.
Measure audience at ‘lower level of granularity’
“As we move to a world where linear television is becoming more addressable, it’s important to be able to post on the individual ads that were served. Nielsen’s technology advancement gives us the ability to detect and credit tuning events at this lower level of granularity.”
She added: “Over time, we anticipate that buyers and sellers will begin to transact against the individual commercial metrics of a given ad, rather than maintain the current construct of looking at the average of all minutes within a program.”
In its own commentary on the TV rating situation, Variety said Nielsen’s effort would likely set in motion a race with the media companies to see which side can develop a new working system in a timely manner.
“The networks are trying to build new measurement concepts tailored for modern audience behaviours, while Nielsen already has infrastructure the networks’ owners may not want to invest heavily in to launch. What’s more, both sides will need to have new efforts backed by the Media Rating Council – an industry organisation that sets measurement standards [in the US] – in order to win over sceptical marketing executives at top [TV] advertisers.”
Marketing deal would cost around US$51.8-million over three years and aim to boost international tourism. But critics are unconvinced.
Changing consumer expectations mean many CX strategies won’t win and retain customers in this new business environment, study finds.
Organisation’s mission is to offer education, insights and events that help drive the evolution of the retail industry around the world.
Sector must take advantage by finding fresh routes to traveller engagement and new ways of building customer experiences.
More than 300 exhibitors representing 15 African countries are already registered, along with 275 buyers from 45 countries.
Global e-commerce giant is said to have postponed SA launch to late 2023 and paused Nigerian market entry until further notice.
On a continent where huge numbers of young people are embracing non-traditional mediums, the rise of podcasting seems assured.
Nearly half of executives interviewed by Deloitte say they face difficulty with developing or implementing the technology.
Issue 4 2022 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides key 2023 insights.
Study identifies ‘global macro movements’ across human behaviour that will shape business, culture and society in the coming year.
The Department of Justice is seeking a breakup of Google’s business that brokers digital advertising across much of the internet.