12.3 Ratings, advertising, and revenue models in TV

Television ratings are the lifeblood of the industry, determining a show's success and advertising rates. Nielsen ratings measure audience size and composition, influencing program decisions and ad pricing. The relationship between ratings and revenue is crucial.

Traditional TV relies on advertising revenue, with higher ratings commanding premium prices. However, emerging models like streaming services and video-on-demand are changing the game. Viewer habits, including time-shifted viewing and cord-cutting, are reshaping how we measure and monetize television audiences.

Television Ratings and Revenue Models

Role of ratings in television success

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  Nielsen scraps Page Views (Or Why You Shouldn't Measure Success with One Metric) – Joe Manna View original

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  Análisis de Medios: Nielsen medirá a detalle la audiencia de Netflix View original

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  Nielsen scraps Page Views (Or Why You Shouldn't Measure Success with One Metric) – Joe Manna View original

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  Nielsen scraps Page Views (Or Why You Shouldn't Measure Success with One Metric) – Joe Manna View original

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• Nielsen ratings measure audience size and composition using representative sample audiences
• Ratings influence program renewal decisions, determine advertising rates, and guide time slot assignments
• Key metrics: Share shows percentage of TV sets in use tuned to specific program, Rating indicates percentage of all TV households tuned to program
• Demographic data identifies target audiences and appeals to advertisers (age groups, income levels)

Ratings and advertising revenue relationship

• Ratings-driven advertising model correlates higher ratings with increased ad rates, prime-time slots command premium prices
• Cost Per Mille (CPM) calculates advertising cost per thousand viewers $CPM = (Cost of Ad / Audience Size) * 1000$
• Upfront market facilitates advance sale of advertising inventory based on projected ratings
• Scatter market sells remaining ad inventory closer to air date, prices fluctuate with current ratings
• Product placement and integration offer alternative revenue streams tied to viewership (branded props, storyline integrations)

Traditional vs emerging television revenue

• Traditional models rely on 30-second commercial spots and program sponsorships
• Emerging revenue streams include Subscription Video on Demand (Netflix, Hulu), Transactional Video on Demand (iTunes, Google Play), and Ad-supported Video on Demand (YouTube, Tubi)
• Hybrid models combine subscription and advertising (Hulu with ads, Peacock)
• Direct-to-consumer offerings bypass traditional distribution (HBO Max, Disney+)
• International licensing and syndication expand global reach
• Merchandising and licensing deals generate additional revenue (character toys, branded products)

Impact of viewer habits on ratings

• Time-shifted viewing through DVR and on-demand services affects live ratings, measured by C3 and C7 ratings
• Streaming platforms fragment audience and challenge traditional rating systems
• Second screen engagement encourages social media interaction and real-time audience feedback
• Targeted advertising enables programmatic ad buying and personalized ad delivery
• Cord-cutting trend shows decline in traditional cable subscriptions, rise of Over-The-Top (OTT) services
• Data analytics provide viewer behavior insights and power content recommendation algorithms
• Cross-platform measurement systems like Total Audience Measurement integrate ratings across devices