As a broadcast buyer, I know that — regardless of whether ratings are up or down — consumers are still watching TV. They’re just watching a greater variety of programming on a wider array of devices. Several decades ago, cable took shares from broadcast. Today, streaming services such as Netflix are getting in on the action, letting consumers watch their favorite shows at their convenience.
Following Consumers Across Devices
Thanks to this new measurement system, we’ll have a clearer picture of who’s watching what, regardless of how they’re watching it. According to Nielsen, its system measures “viewership across a range of devices, from PCs to smartphones to tablets, across a number of sites, including places such as Hulu.com, in addition to networks’ own websites.”
If marketers and their agencies know the target consumers are TV enthusiasts, they should shift their thinking and focus on content versus channel or device. Consumers don’t think “offline” or “online.” They think “video,” and brands need to do the same.
Measuring ‘TV Everywhere’
Consumers watch what they want, when they want. Marketers now have the capability to strategically target the right consumers for their campaigns and more precisely measure the results of those campaigns.