Hey TV execs, don’t kill overnight TV ratings
Yes, we need a better way to show the full picture of TV viewing but killing overnights isn’t the answer. Spinach general manager and media director Ben Willee suggests an alternative.
In a shocking turn of events, earlier this year, Seven West Media MD and CEO James Warburton put the call out to scrap overnight TV ratings.
For as long as I have been in this business, overnight ratings have been the bread and butter of agencies. Any client that has a campaign on the air, and the agency that put it there, is hanging out for those numbers the next day. Understandably, we want to know how many people saw our ads!
But Seven has a different idea. The network, with the support of Network Ten (Viacom CBS), wants to introduce a weekly model that brings together overnight ratings, catch-up and people who watched on a streaming service or connected TV.
