tenplay launch helps Ten to strong catchup numbers
Ten has released some its first data from its relaunched online catchup service tenplay – suggesting that a significant number of viewers are not being captured in the current OzTAM audience tracking system.
According to Ten, the last seven days saw 161,077 plays of last Monday’s episode of US drama Homeland.
This marks a major jump on the overnight metro figure of 435,000 supplied a week ago.
In addition, consolidated ratings released today which account for later viewing on traditional TV sets, added another 157,000 viewers to the show’s audience.
Congratulations Ten – your catch up data may start to out rate the original broadcast given the performance of many shows on Ten.
What surprises me is that this surprises people.
Are the Ten numbers verified or just claimed? Does it ‘add’ viewers as the article claims, or is it duplication from time stretch or live broadcast?
Hi Shamma,
At this point just claimed. But in fairness, the industry is yet to develop a reporting mechanism.
Cheers,
Tim – Mumbrella
Build it and they will come
Any idea if the online data is streams, or how Ten defines ‘plays’? Think of streams as the opportunity for an ad-break within an online video and you won’t be too far off the mark. Streams generally exceed the number of viewers by many multiples.
Could the high catch-up numbers have anything to do with people not seeing the promos and PR for the show? Catch-up indicates that there was demand. The low live numbers may indicate that many (like myself) had no idea when it was on.