ESPN: Industry needs proper metric for online video to stop relying on ‘Frankenmetrics’
Coletti
The head of research at ESPN has said the industry needs to start to count online video views alongside the linear TV ratings, as people move across devices to an online world.
Dave Coletti, head of digital media research at the US sports network, said part of the problem was caused by there being a lack of agreement on what counts as a rating, and the industry’s reliance on hybrid “Frankenmetrics”, jamming online numbers together with TV ratings numbers.
“The challenge is that there’s no standardisation or syndication (of online video views) so our colleagues at the ad agencies don’t see that other than what we put forth,” he told a panel on the future of monetising media at the Adobe Summit today.
