Network 10 is looking to shift the reportage of TV ratings from “increasingly misleading and meaningless” Overnight numbers to reflect performance including Broadcast Video on Demand, 7 Day Timeshifted viewing and even “encores.”
Writing for Mumbrella, CEO Paul Anderson said, “Overnight TV audience numbers do not tell the whole story. It’s hard to think of another industry where incomplete data is given such attention and is reported on so widely. And, yet, we keep sending those numbers to media and boasting about our overnight successes.
“From today, we’re going to start changing that. Network Ten will place a much greater focus on total seven day audience data (the combination of overnight viewing data and data over the following week). While we will continue to report overnight data, it will no longer be our main focus, and nor should it be.”
10 today sent media a new 5 city data snapshot which expanded the reporting of key shows from Monday May 3rd (note: but not all shows).
It also included Overnight data for key shows from last night encompassing Overnight metro / national and demo performance as it has done every day.
Unless advertisers are buying the same slots in
encores repeats then those numbers should be reported separately. Adding together may be useful for internal purposes but not much use to advertisers looking for figures on who saw their product.
Most industry media report demo numbers and in some cases Timeshifted. There is less reportage of BVOD on a daily basis due to the “rolling data” from OzTAM which means the info varies slightly. Broader media is still focussed on Overnights, occasionally with national numbers.
Later this year OzTAM will launch Virtual Australia (‘VOZ’) with total national audiences with broadcaster video (BVOD) services included. This will be in addition to current data, such as Overnights.
Any notion of not looking and reporting on Overnights is unrealistic. There isn’t a TV executive in the country who doesn’t want to see numbers after 9am about how their show performed.
But it’s important to read the info contextually. News + Sport will not move much thereafter. Other genres, particularly Drama, perform much better in the 7 & 28 subsequent days.
I can’t see how that makes the numbers “meaningless” given they still form the bulk of the total accrued audience, even by 10’s own example today.
Each network likes to skew the numbers that puts their best foot forward and who can blame them? Broadly speaking, Seven favours total viewers, Nine likes demos, 10 wants Under 50s. Even dear ‘ol ABC, which downplays ratings, sends out a press release when something rates through the roof.
Anderson added, “Overnight data is an anachronism in a world where less and less people are sitting in front of a TV set to watch a program at a time dictated to them by a TV network. That just isn’t how people behave. Every month, our industry is setting records for industry BVOD viewing – new ways that our content is being consumed, new viewers, and new ways for advertisers to connect with our premium, brand safe content. Sure, linear viewing is still a big chunk of total TV viewing, but it isn’t the whole picture.”
Agreed, it is not.
Seven, Nine & 10 also jointly own OzTAM and if we are talking about change, I have long advocated moving from 5 city metro to national audience numbers. If we’re ditching anything, 5 city metro would be a good place to start.