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Technologies from CES to Improve TV Audience Measurement

February 5, 2014

By Bill Duggan, Group EVP, ANA

After this perspective was initially published in Radio & Television Business Report, a senior industry media executive (in fact, a division president), sent me an email that said, “ …while some of that stuff your reference is scary it is all going to happen. if it can be done, it will be done...good stuff.”  Please read on …

I attended CES recently with 150,000+ others including an estimated 10,000 marketing and advertising execs. There were a number of technologies on display at the show that could have applications to improve TV audience measurement.

ANA has been advocating the idea of “brand-specific commercial ratings” for some time now. That is, the ability to measure the ratings of specific commercials. The current industry standard provides ratings for the average of all the commercials within a program. Why settle for “averages” when you can have “specifics?”

Commercial ratings would provide more granular data to better inform the decision-making process.

ANA encourages the TV audience measurement companies to investigate the technologies from CES in order to improve TV audience measurement.

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