Posted by admin
on October 31, 2016
The proposed merger of AT&T with Time Warner has the potential to change a great deal regarding the way media gets consumed. Although the two companies have plans to become a nationwide wireless competitor with Comcast, the country’s largest cable provider, the goal of this vertical integration is about providing consumers with more options. Time Warner CEO Jeff Bewkes, “has long promoted ‘TV Everywhere’ an idea that people should be able to pay once for a cable bundle and then watch anywhere, anytime, on any device.” In addition, this acquisition will provide AT&T with, “HBO, CNN, Warner Bros. and Time Warner’s other assets” necessary to compete with Comcast.
This merger will also improve the way advertisers target audiences across various media platforms. Bewkes was a guest on CNN and offered this regarding the advertising changes may result, “The sharing of data between AT&T and Time Warner can result in ‘more effective advertising’ and therefore people are going to see that more of the cost of content can be borne by advertising, and the experience of television can be better.”
To learn more, read the CNN Money article here.
Posted by admin
on October 05, 2016
In an effort to update the current system used to measure viewership data, Nielsen has developed a standardized set of metrics that allows comparisons across all media platforms. Known as ‘Total Audience Measurement’, this system will analyze data from, “TV DVR, VOD, connected TV devices (Roku, Apple TV and Xbox), mobile, PC, tablets, and digital media.” Although the full release is not scheduled until March 2017, this is an important step for Nielsen after facing delays regarding this announcement, which was originally scheduled for this year’s upfront presentations.
The global president and COO at Nielsen, Steve Hasker, said the delay was caused by, “the reality of working through the data with clients, getting them more comfortable with the new data sets that they’re seeing.” Despite the setback, Nielsen has addressed some long-standing challenges within the advertising industry by implementing the Total Audience Measurement system. The ability to accurately measure cross-platform content will allow a deeper insight for advertisers to continue making informed decisions.
To learn more, read the AdWeek article here.