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OTT Metrics Getting a Closer Look; Viewability, Fraud at Issue

9 Aug, 2017 By: Doug McPherson

NEW YORK – A new study says a major obstacle for marketer metrics is that neither Nielsen nor comScore measure all over-the-top (OTT) platforms.

What’s more, the study – by Comcast’s FreeWheel, the digital/streaming video ad business for TV networks – says viewability and fraud are ongoing issues.

Alternatives include building audiences based on user device ID and/or consumer IP address. Regarding viewability, FreeWheel lists ad completion view rates as an alternative. And on fraud, it says custom traffic analysis can solve some problems.

“Advancements in OTT measurement are rapidly emerging, especially through programmatic channels,” FreeWheel says.

The study also says three-quarters of the audience for all advertising views on OTT TV platforms are within the traditional TV 18-49 demographic. The largest portion of that group – 56 percent – is age 18-34; 27 percent are age 35-54; and 13 percent are age 55 and older.

These results are from Nielsen Digital Ad Ratings of audience composition by TV show on desktop and mobile devices, “extrapolated” to OTT, based on the show mix of OTT devices.

OTT viewing skews much younger than traditional TV viewing – with the median OTT age 31, compared to traditional TV at 54. OTT homes have a higher median income than those with traditional TV – $61,200 to $51,500, according Nielsen NPower May 2017.

In related news, NBC says it wants media partners to begin focusing more on overall viewing – not just live program viewing measures. Bob Greenblatt, chairman of NBC Entertainment, said looking at business holistically, TV viewing is doing very well.

“Delayed viewing and digital are not only keeping things afloat, they are getting stronger,” Greenblatt says. “The revenue we get from all the delayed viewing is significant.”

As other TV networks have shown, Greenblatt says, many TV shows’ delayed viewing through 35 days and beyond is yielding big results.

One example: the premiere episode this past season of “This Is Us” – an NBC hit – began with a 2.8 live program-plus-same day Nielsen 18-49 rating. But adding in all delayed viewing through 35 days boosted that rating number to 13.

“This is how the audience for TV watches,” says Greenblatt.

NBC’s shows can be seen on 14 different digital platforms. And consumers have downloaded the NBC app 35 million times to mobile and tablets, NBC reports.

Greenblatt says the hope is that younger digital viewers will move back to watching NBC on new live, linear digital TV services, such as Sling TV.

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