Netflix is introducing its ad-supported tier in the U.S. starting November 3, at a monthly subscription fee of $6.99. The Netflix economy service will reportedly average between four and five minutes of ads per hour, with individual spots running 15 seconds to 30 seconds. Certain TV shows and movies won’t be included on the ad-supported tier due to contract restrictions. To provide advertisers with viewership measurement, Netflix will begin using Nielsen’s digital measurement service in the U.S. starting in 2023. This will mark the streaming giant’s first third-party ratings. Continue reading Netflix Ad-Supported Plan to Debut Nov. 3 for $6.99 per Month

Nielsen will debut a new TV ratings system beginning in Q4 of 2022 that will incorporate digital viewing, including streaming TV, into its metrics of current traditional TV audiences. In 2021, it will preview the new data with existing ratings. Nielsen will need the approval of the TV networks and tech companies and hopes to gain ad seller and buyer support by the start of the fall 2024 TV season. Nielsen will also need to integrate its new metrics across platforms and data sources to ensure reliably comparable information. Continue reading Nielsen to Introduce New TV Ratings That Include Streaming

Nielsen has partnered with AT&T’s DirecTV and Dish Network, two of the largest pay-TV distributors in the U.S., and smart TV maker Vizio, to use data collected by these companies to measure targeted advertising on television. The shift means that, rather than tabulating an average audience for all ads in a program, Nielsen will measure each ad individually. The adoption of targeted advertising is expected to increase the value of TV ads, which have been struggling recently as broadcast and cable networks lose viewership to a growing number of streaming services. Continue reading Nielsen Plans to Measure Targeted Advertising on Television

Reaching viewers on streaming media is now a double-edged sword: advertisers want better metrics and the ability to target their messages even as the issue of privacy has also come to the fore. What’s becoming clearer is that any tools to provide metrics will need to obtain viewers’ consent. Until now, advertising has depended on tracking cookies and retargeting to follow people from website to website, which sparked the rise of ad blockers. Now, new privacy regulations in Europe and California are forcing a change. Continue reading Advertisers Reinvent the Cookie to Better Track Streaming TV

With the presidential election and the Tokyo Summer Olympics, television networks expected robust advertising in 2020. But MoffettNathanson noted that, with the Olympics postponed and presidential campaigns muted due to the coronavirus pandemic, advertising revenue is expected to drop 12 percent; the WARC research group predicted that will pencil out to a $25.5 billion loss in spending. Although viewership has exploded during the shutdown, research firm Kantar said that companies have cut advertising budgets more than 40 percent. Continue reading TV Ad Budgets Dwindle, Productions Shut Down in Pandemic

The metrics that define binge viewing of television are astounding. According to Deloitte Consulting’s U.S. media & entertainment leader Kevin Westcott, 70 percent of the population binge-views TV, watching an average of five episodes at a time of any given series. At a Digital Hollywood session at CES 2017, Westcott quizzed industry leaders on how binge viewing has impacted advertising, viewers and content creators. Also highlighted was the need for a new kind of EPG (electronic programming guide) to enable search and discovery in a binge TV environment. Continue reading The Binge TV Model and Its Impact on Advertising and Search