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Maximizing the Value of Digital TV Audiences

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Presentation based on my 2010 MIT thesis. Gives strategies and tactics for appealing to contemporary television viewers and rethinking audience measurement.

Presentation based on my 2010 MIT thesis. Gives strategies and tactics for appealing to contemporary television viewers and rethinking audience measurement.


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  • \n
  • Chuck cancelled. Bought sandwiches. Chuck was saved. Fans were smart. They weren’t being counted and they understood what they had to do. Not just about fans. \n
  • NBC ignored the cultural value and treated the audience like a commodity. What about the system of making audiences valuable caused these two very different workarounds at NBC? And more importantly, how can we fix the way we make audiences valuable?\n
  • \n
  • Nielsen as mediator. Currency between networks and advertisers. \n
  • Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
  • Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
  • Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
  • Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
  • Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
  • Not a crisis in technological innovation. A crisis in relationship innovation. This system doesn’t work without Nielsen. Currency. \n
  • The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
  • The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
  • The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
  • The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
  • The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
  • The metric that worked so well in this space doesn’t work in the new one. \nNielsen as mediator only works if Nielsen is able to measure all of it. \n
  • Nielsen only provides data. Not much for making sense of data. \n
  • Nielsen only provides data. Not much for making sense of data. \n
  • This isn’t really a see saw any more. The balance is thrown off. And it’s not a single mediator when you have a bunch of them. \n
  • This isn’t really a see saw any more. The balance is thrown off. And it’s not a single mediator when you have a bunch of them. \n
  • This isn’t really a see saw any more. The balance is thrown off. And it’s not a single mediator when you have a bunch of them. \n
  • Role of the mediator needs to change. Google is just one example. Nielsen makes data. Google makes sense of data. Mediator needs to add value. \n
  • \n
  • \n
  • All of these assumptions give us exposure, the way traditional audiences are made valuable. \n
  • I’m suggesting that we move from exposure, past the internet idea of impression to a measure of audience expression. Chuck is just a stand-in here. \n
  • Fan behavior has always been more visible, so it’s a good way to start to think about visible audiences, but it’s not the only way\n
  • Figuring out where the arrows go in this diagram. What kind of value is there, then how to make it valuable. What are we really trying to do?\n\n
  • Second way to improve measurement. These are all valuable ways to watch TV. NEW sites of value not destruction of old. Valuable in different ways. Need to figure out that value. \n
  • Complementary content can complete or substitute for the broadcast experience. It allows viewers to see entire episodes of series they want to watch either in the broadcast or online spaces. \nComplementary content is fundamentally identical in either space, so if people miss it on TV, they can catch the exact same thing later online. \n\nSupplementary content adds new ways to interact with broadcast content, whether that’s in the form of sharable clips or games based on the content, \n
  • People do these activities for different reasons depending on why they’re watching content. \nThese categories of viewing are:\nEvent\nSubcultural \nSocial \nIncidental \n
  • \n
  • Actual corporate culture. They’re thinking about TV like this. But who’s successful in digital business? those people are moving into TV\nChallenge is twofold: learn from digital businesses and try not to let them take over. \n
  • Digital allows you to experiment. Real time results. Changes. No cost. \n
  • \n
  • Online ad revenue for the tournament alone was $37 million a 20% increase over 2009. \n
  • How do we identify relevant, valuable audiences? l This is where we can learn from other digital businesses.\n
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  • Transcript

    • 1. Turn on, Tune in, Cash out: Maximizing the Value of TV Audiences
    • 2. Turn on, Tune in, Cash out: Maximizing the Value of TV Audiences tep s! h re es j us ttIn
    • 3. “The intent is to let the network and their sponsor knowthat we’ve received their message. This is something aNielsen box can’t do…this is a translation of fan loyaltyinto real dollars that NBC & Subway can measure.”
    • 4. “The forensic evidenceso far indicates that akind of death is takingplace before our eyes...NBC’s attitude toward‘The Jay Leno Show’signals a whole newlevel of indifference,resignation, andlaziness.”-Nancy Franklin in The New Yorker
    • 5. 1. Innovate Relationships
    • 6. gs a tinR
    • 7. gs a tinR Ratings
    • 8. gs a tinR Ratings
    • 9. gs a tinR Ratings
    • 10. gs a tinR Ratings
    • 11. gs a tinR Ratings
    • 12. gs a tinR Ratings
    • 13. gs a tinR Ratings
    • 14. gs a tinR Ratings
    • 15. gs a tinR Ratings
    • 16. Mediator’s Role
    • 17. Mediator’s Role
    • 18. Mediator’s Role“This isnt just about television -- the problem extendsacross all media platforms. And its not about the lack ofdata. We are virtually drowning in data.” -Alan Wurtzel, NBC
    • 19. 2. Revalue the Audience
    • 20. Passivity “We all agree that the best technology is a totally passive system that doesn’t require any interaction with the viewer.” -David Poltrack
    • 21. Exposure
    • 22. Exposure Impression Expression
    • 23. FansFirst point ofintervention
    • 24. Appraisal:Active is the New Passive
    • 25. Value in Context
    • 26. Cross-Platform ContentComplementarycontent completes theviewing experienceSupplementary addsto the broadcast text
    • 27. Event SubculturalSocial Incidental Types of Viewing
    • 28. 3. Leverage Digital Capabilities
    • 29. Culture Needs to Change
    • 30. Culture Needs to Change
    • 31. ExperimentFeedback
    • 32. 50-200 experiments adayChange algorithmdaily
    • 33. CBS NCAA❖ $15 in 2003.❖ Restricted access in 2006.❖ Everything available in In 2008.❖ Ad sales equal online and on linear in 2010.
    • 34. Recommendations
    • 35. 1. Innovate Relationships❖Flexibility❖Mediator Adds Value
    • 36. 2. Revalue the Audience❖ Exposure to Expression❖ Appraisal❖ Value in Context
    • 37. 3. Leverage Digital Data❖Corporate Culture❖Experiment
    • 38. Questions?

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