How TV Shows Rank With Engagement, Advocacy Factored In | MediaWorks – Advertising Age
As I am pretty much occupied with the Media Future Week (sorry, the site is in Dutch) in Almere, Netherlands, I have little time to actually write a post right now. No sweat, I shall do so soon. In the mean time, here’s a little story from AdAge that might have your interest.
Media executives are deeply ensconced in the TV upfronts this week, the networks’ annual round of presentations and parties that have come to resemble the reality shows on their air, as pitches are followed by media buyers’ votes — in the form of ad buys.
This used to be just a game of anticipating ratings. Higher ratings meant higher reach among consumers, which was very attractive to big brands looking to create awareness for their products and services. While shows with big audiences still have big value, the average rating of a top 10 prime-time show is almost a third of what it was 25 years ago. And that has implications for the way advertisers should evaluate TV and how networks should develop their schedules.
Optimedia’s Content Power Ratings values programs using three key criteria:
Audience Delivery — including average audience impressions across TV, web and mobile platforms.
Involvement — overall awareness of and loyalty to program; including index of Google search volume and effort made to watch the show.
Advocacy — overall levels of conversation and PR activity — including press mentions, recommendations and general “buzz,” in addition to personal recommendations.
Optimedia’s Content Power Ratings use data sourced from the agency’s own primary research as well as Nielsen Media Research’s NTI database, Nielsen Online Video Census, ComScore’s Media Metrix, Video Metrix and Mobile Metrix, Facebook, Klout, Twitalyzer, Nielsen’s BuzzMetrics, E-Poll’s ProgramPulse, Google Trends and Dow Jones Factiva. Content Power Ratings 4.0 evaluate all network and cable TV shows during the 2010 calendar year.
We want TV to deliver more than eyeballs. We want it to generate, among other things, greater involvement with consumers. Studies consistently point out that when viewers are more engaged with a show, its advertising and branded content proves significantly more persuasive as well. In the Content Power Ratings study we at Optimedia released last week, shows such as “Family Guy,” “Glee” and “The Office” come out on top in terms of viewer involvement.