Seven CEO Tim Worner has floated the idea of banning Overnight ratings, as Free to Air viewing continues to fragment.
“I don’t believe we should provide overnight numbers,” Worner told a ThinkTV forum this week.
“I think we should provide overnight shares and then once we actually know what the total audience for a show is, that’s when we should provide a number. Not before, when we’re actually providing a number that’s misleading because it’s not the total audience of the show. You could know what a total is after seven days, after 28 days.”
Dramas in particular are seeing big lifts as viewers watch them on their own schedules, while shows such as Love Island are attracting big numbers anywhere other than traditional broadcast.
The US has added Live+3 Day ratings to address similar concerns while Australia has 7 and 28 day data.
But 28 days in lieu of Overnights may make for difficult press reportage and could impact audiences being emotionally invested in their performance.
A 28 day limit would, in theory, mean this week reporting numbers for the Logie Awards, Buying Blind and Back in Time for Dinner. Would anybody still care?
This week networks backed a plan for a VOZ “Total TV” measurement in 2019 to track broadcast viewing on TV sets and connected devices. It will be in addition to existing overnight ratings and Video Play Measurement data.
Long-held calls to dispense with metro ratings in favour of a single national number are yet to be backed, along with questions about strategic coding of shows.
OzTAM is collectively owned by Seven, Nine and TEN.
Source: Australian Financial Review