In the essence of television, its success and its relationship with advertisers have always been very present with audiences. Data has been measured for a long time in the same way, it could practically be said that since television became the reference communication medium. The audimeters have been in charge of keeping track of which programs are the most successful and which spaces therefore require the greatest interest from advertisers. These, bet on those who have the highest audiences and who fit with the general lines of the type of audience sought. However, in recent years, the industry itself has begun to question whether this model is the most appropriate. Hearing meters have become material for criticism, pointing out that in the world of online measurements and big data they may have become obsolete.
The companies specializing in audience measurement insist that the data collected by the audimeters is still representative and valid, but advertisers have already become accustomed online to much more profiled audiences and much more accurate statistics. Even so, some data on audience measurements made it clear in recent years that they are not exactly representative , because, for example, they do not track as well what happens on the Internet with that content. The case of the hearings of The Ministry of Time is one of the perfect examples. The series has become one of the great successes of public television in recent years. It is used by teachers in schools, it is material for comments and fan communities on the net and it has had a remarkable cultural impact.
And despite everything, in terms of audimeters the series has been an apparent failure. In reality, The Ministry of Time is the best example of how audiences have changed and how traditional systems collide with it. Not a few voices insist, for all this, that the format has become obsolete . But the problem is not only in how you measure who is sitting in front of the television in terms of ratings, but also how all this is used to sell advertising and have representative audiences. These traditional data make the audiences that the televisions themselves achieve on the network, for example, are quite eclipsed. In the United States, the market in which the trend of what will happen to the television industry is usually set, the large television players have been making adjustments for years in how they sell advertising but also in how they measure the audiences and the data that achieve their programs.
They seek, on the one hand, to offer more accurate and higher quality data than those provided by traditional audience measurement systems. On the other, they want to sell advertising using different claims and thus becoming more attractive to advertisers. Sell ads by impressions The last of the companies that has made changes in this area has been NBCUniversal, which until now continued to sell advertising when it came to local ads based on the ratings figures achieved by its content. From now on, however, you will also sell impression-based advertising there. The company announced that it was going to make the change in 2019 and will begin implementing it in full in April. “The world is migrating to printing, especially in our business,” explains one of the network managers to Variety . The company is the last to make the move, but not the only one. Other large US networks with different local channels have already done so in recent years.
With the process, the television networks seek, in the end, to sell more advertising. By selling impressions and not viewers tied to a show’s audiences, you can, for example, make a multi-channel sale. They do not have to limit themselves to linear television and can also sell advertisements for those who are watching that program in streaming or from their mobile. That is, the networks make the advertising they sell cease to be limited by linear television. And this is possibly what makes the movement more interesting on a general level and that it can be seen as an upward trend that will surely go beyond what is happening in that market. In the end, televisions do not want to be limited by what happens in their live broadcasts in a world that is increasingly moving away from it.