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Why advertisers still look to Overnights

Timeshifted numbers may be important for networks but not everybody is seeing the light.

How important are Timeshifted ratings to advertisers?

It’s a question that was raised recently at the Screen Forever conference.

Ben Shepherd, Chief Media Officer at media agency CHE Proximity, believes while networks are interested in 7 day and 28 day numbers, the focus for advertisers remains Overnights.

“My care about whether a show rates on Demand is pretty minimal, unless I’ve purchased those advertisements -which they don’t sell that way,” he explained.

“If a show does 500 and then does 250 in BVOD, I’ve bought 500. So the Overnight is generally important.

“It’s great to have 7 to 28s but most advertisers are trying to get something out of a certain point in time. After that it’s not as important.”

Next year OzTAM will introduce a new Total TV reporting standard known as Virtual Australia (‘VOZ’ for short) which reflect the explosion in content, platform and device choice. It will bring together Overnight, Timeshifted, and Video Player Measurement (both streamed live or as Broadcast Video on Demand aka catch up).

“I’m encouraged by things like VOZ and VPMs but until the sale model changes…. where you can buy the whole thing…. it doesn’t really matter so much,” Shepherd continued.

“A lot of these things are interesting but I’m not quite sure what the advertiser benefit is.

“The VOZ panel is great and when the industry works together we should applaud that. But I do, as a cynic, think it’s a glaring hole not having YouTube, Netflix etc. And I completely understand the commercial reality of that.

“But advertisers want the full view of what’s happening.”

8 Responses

  1. The assumption with timeshifted ratings must be that viewers fast forward through the ads and so naturally, advertisers will only care about who watch their ads (overnight). The exception, I guess, would be shows with heavy product placement like The Block.

  2. O M G, as an advertiser I’ve been saying this for years. I just want to know how many, or how few, were watching that show that my commercial(s) were in last night. Of course I’m also interested in how many potential viewers watch a certain show on catch-up or whatever, without my commercial exposure.

  3. As someone who watches a lot of TV I would love to get one of those VOZ things. But I’m on the Gold Coast. I think you have to live in a capital city. Or has that changed?

    1. If you live on the Gold Coast you are part of the Brisbane metro catchment area for OzTam, and if selected as a people meter home for OzTam, you can also be included in regional (NNSW – Northern Rivers) RegTAM

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