NBCUniversal lowers its TV ratings expectations for the Winter Olympics

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Jan 25 (Reuters) – NBCUniversal halves its TV audience expectations for the Beijing Winter Games based on time of day and platform, the company said on Tuesday, as she is preparing to broadcast her second Olympics in a pandemic.

Comcast Corp-owned NBCU and other media companies are also grappling with a ratings measurement system they say fails to capture consumers’ shift to streaming.

“If someone said, are you reducing your digital consumption estimates, I would say no; they’re going to explode exponentially,” said Mark Marshall, president of advertising and customer partnerships at NBCUniversal. “The problem we currently face as an industry is that changes in consumption are not captured by measurement. Until we do, there will be a leak in our ability to capture audiences.

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NBC’s broadcast of the Tokyo Games, which were delayed by a year due to the pandemic, drew the smallest audience for the Summer Games since NBC began broadcasting them in 1988.

Advertisers and media companies rely on Nielsen to provide the “common currency” for measuring television ratings, the backbone of the industry’s business model. Ratings allow advertisers to track viewers and help networks price advertising space.

But Nielsen has come under fire in recent years from NBCU and his other TV industry clients, many of whom say he has an outdated approach. Nielsen measures television audiences through a sample of panelists who use special devices in their homes.

This month, NBCUniversal announced its partnership with TV measurement company iSpot.tv in a multi-year deal to measure its audience in new ways, including traditional linear viewing, streaming and off-the-shelf viewing. time. Read more

NBC will broadcast every event from Beijing live on Peacock’s premium tier, in addition to streaming coverage on the NBC Broadcast Network, USA Network and CNBC cable networks, the NBCOlympics.com website and the NBC Sports app. Read more

NBCU guarantees a special audience size to clients who spend between $2 million and $4 million on Olympics ads, the company announced Tuesday.

This detail, along with NBCU lowering its TV ratings expectations for the Olympics, was first reported by Insider. https://www.businessinsider.com/nbcuniversal-slashes-winter-olympic-tv-ratings-guarantee-2022-1

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Reporting by Helen Coster; Editing by David Gregorio

Our standards: The Thomson Reuters Trust Principles.


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