SAN JUAN, Puerto Rico – Marketers and media outlets have been pushing for improvements in the television audience measurement, the linchpin for billions of dollars in advertising spending. After ratings stalwart Nielsen last year lost accreditation from the Media Rating Council, media buyers and sellers have sought other ways to set the value of advertising transactions.
“This is a very, very fertile time in terms of how we can reimagine the world,” Radha Subramanyam, chief research and analytics officer at broadcaster CBS, said in this #BeetRetreat interview with Rob Williams, senior editor for Beet.TV. “There are so many options available to us today. We have our internal data and we have a host of third-party data.”
As networks prepare to showcase their programming during the upfront sales season, it’s unlikely they’ll have an accredited measurement system. Subramanyam said there are ways to evaluate audiences, even as they divide their time among more media outlets and viewing devices.
“A lot of people talk about fragmentation as a crisis, but I think as publishers, we have a pretty good sense of how it’s all functioning and how it’s flowing through the ecosystem,” she said. “We’re able to see the consumer journey across devices and platforms and help provide the best consumer offering.”
Growth Opportunities
Subramanyam sees an opportunity for media consumption to increase when technologies like autonomous vehicles become more advanced, freeing people from having to keep their attention focused on their driving. The rollout of higher-speed mobile networks also will make it easier for consumers to quickly download video content.
“5G is slowly rolling out and that’s going to make video consumption and indeed content consumption even more seamless than it is today,” Subramanyam said. “We still have our hands on ‘10 and two’ and so on, but when you think of those beautiful video devices that are in every moving vehicle…you’re going to have this really luxurious premium video experience as you go through your life.”
You are watching coverage from Beet Retreat San Juan 2022, presented by AppScience, Infillion, MadHive, SpringServe, Univision & VideoAmp. For more videos, please visit this page.
