 |
 |
|
"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
|
MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
TNS and TiVo Take On Nielsen
By: Peter Koeppel
Published: 03/08
|
| |
Advertisers and media buyers have been pushing for measurement systems that more accurately reflect consumer TV
viewing patterns in the age of DVR’s, where many consumers are zapping through commercials. TNS Media Research
and TiVo have developed technologies to attempt to improve on the current measurement systems. TNS will be
using set-top box data from 100,000 DirecTV households to get a better handle on consumer TV viewing patterns.
TNS DirecTView will provide both live and time-shifted viewing patterns on a second-by-second basis. TiVo also has
been collecting second-by-second viewing data of real-time and time-shifted TV viewing on DVR’s from 20,000 users.
Nielsen currently uses minute-by-minute data and a sample of just 14,000 households and many of the Nielsen
households have to complete paper diaries tracking their TV viewing habits.
All Viewer Measurement Systems Have Limitations
No measurement system is perfect. Set-top boxes have their limitations, since they don't know when someone leaves
the room during a commercial break. In addition, the viewing habits of DirecTV satellite customers may not be
reflective of the rest of the TV viewing population, since they tend to be more upscale and many signed up for
the service to watch sporting events, which could skew the viewing data. TiVo users tend to be more upscale, more
tech-savvy and younger, so TiVo data may also not be representative of the general TV viewing audience.
More sophisticated marketers, TV networks and their media-buying firms will start looking at data from multiple
sources, including Nielsen, TNS and TiVo to better assess viewing patterns. The increased competition may be
forcing these companies to improve their measurement techniques. TiVo is recruiting viewers who are willing to
provide demographic data, so they can report viewing patterns by demographic groups. Nielsen is working on
something called "Anywhere Anytime Media Measurement" that measures all forms of video media consumption. And
Nielsen is now measuring DVR data, which looks at programming and commercial minutes most watched in real time
and up to seven days later. Even CBS recently teamed up with TiVo to develop new ways to deliver better results
for advertisers.
DRTV Ads Viewed More Than Others
One surprising finding from TiVo's data was that direct response TV ads were some the most viewed commercials. Who
would have guessed that direct response TV ads would be viewed more than more expensively produced ads with
celebrities? Todd Juenger from TiVo, "surmises that the celeb-laden commercials may not do well in TiVo because
they tend to be purchased for maximum reach across a broad rather than targeted audience, and targeting appears to
be a key ingredient for TiVo viewers," according to Jack Myers’ Digital Video Report.
It's encouraging to see several new companies now competing to provide a more comprehensive profile of TV viewing
habits. DRTV media buying firms armed with this type of data should be able to further improve their client's ROI
in today’s more fragmented media environment.
|
| |
|
|
|
