BBO Home Inclusion & Impression Based Buying

As our media landscape continues to expand and evolve, measurement is becoming increasingly more complicated, and local video viewership is no exception. Nielsen’s latest change to the space is the inclusion of Broadband-Only (BBO) homes in the largest markets across the US. In this Active whitepaper, Alaina Donnellon, VP, Local Media, shares details about this shift, the impact it’s having on local TV markets, and what you should consider in your local TV plans. ( 3/30/22)


Nielsen and Comscore are “unlikely to win accreditation of their national TV ratings services in time for the upfront.” The Media Ratings Council (MRC), the industry group established to certify measurement processes, posted a notice that audits of Nielsen’s “remediation work” (following last year’s undercounts) and Comscore’s TV-audience measurement service aren’t expected until third quarter 2022. While lack of accreditation doesn’t mean that ratings can’t be used, it’s spurred vendors and agencies to explore other measurement relationships. (Variety: 3/24/22)


Analysts agree that “large data sets from web-connected Smart TVs will play a critical role” as the industry focuses on next-generation audience measurement. With over half of all households in the country owning a Smart TV that’s capable of passive measurement, some manufacturers already have licensing agreements with third parties for their automated content recognition (ACR) data. Leadership from LG, Samsung, and Vizio, which account for over half of all sets sold, were invited to describe the role their organizations are playing in the “ever-evolving video landscape.” (Forbes: 3/28/22)


The pandemic has brought about an increase in home-based new movie viewing. A survey from the Motion Picture Association (MPA) conducted in January among over 8,000 adults, found that “people are now more likely to be watching movies at home via online subscription services than pay-TV. The report looked at increments of viewing from 2-3 times per month, once a week, several times a week, and every day. Online subscription viewing (82%) edged out pay-TV (79%), followed by physical discs (56%), and electronic sell-through (EST)/Video on Demand (VOD) at 52%. (Marketing Charts: 3/29/22)


TV Rev’s Data Dose Newsletter is a “compilation of the key stats, data, and results driving the decisions and strategies for the future of TV.” Distributed every Wednesday, this week’s installment includes graphics on NBC’s share of ad impressions (16.44% thanks to the Super Bowl and the Olympics) from iSpot.TV, links to social video interest from Tubular Labs, fashion brand earned media value from CreatorIQ, a comparison of quarterly streaming “additions” and “cancellations” from Axios, and a look at increased privacy tech usage from Cheetah Digital. (TVRev: 3/24/22)