Time Warner derides ‘gaudy numbers’ of digital giants like YouTube claiming viewing should be measured on a per minute basis
TV giant Time Warner has hit back at the “big gaudy numbers” being bandied around by digital players like YouTube and AOL, claiming buyers should be measuring online audiences on a per minute basis rather than total impressions.
TV giant Time Warner has hit back at the “big gaudy numbers” being bandied around by digital players like YouTube and AOL, claiming buyers should be measuring online audiences on a per minute basis rather than total impressions.
LR Time Warner COO Joan Gilmman and Cunningham. Time Warner noted that even Facebook would rank poorly if it was a TV show on a per minute basis.
The world’s third largest TV network used its Newfront presentation to counter the advances digital players who looking to take money from traditional TV by moving into the live streaming market.
“We often hear a lot of big gaudy numbers,” said Sean Cunningham CEO & president of the Video Advertising Bureau, which devised the metric. “But when you get down to how many people in any given minute how are they tracking against a TV program?
At least someone is talking sense, thank you Mr. Cunningham.
Counting stream starts (even if you take into account AutoPlay) is like counting every time you click on the TV remote as a new viewer. Yep. It is total bullshit.
The basic precept behind a rating (and not just a TV rating but any audience measurement ‘rating’) is that you simply don’t know when your ad will be played, streamed, read, walked past etc – so you need to know that for the average minute what is the estimate of the most likely audience. Then, and only then, can you make an informed decision as to the ‘value’ of the buy.