Revolution for TV advertising

A massive overhaul is set to take place in television as advertisers get more accountability for the dollars they invest.

The increasing number of time shifted audience viewers has prompted more sophisticated audience tracking methodology from Nielsen Media Research where only commercials viewed at the standard speed in full will be counted as a received message when the new system starts in January.

The improved accuracy of audience figures will be invaluable information to give clients for optimum marketing results, said OMD trading director Steve Tindall.

The sample size has grown from 500 to 600 homes with 21% of those  - the national average – having recording capability.

Measurement ratings will be broken down into those that viewed at time of broadcast, viewed later but prior to 2am on the same day, viewed within the week, and the consolidated total of these categories.

The UK have benefited from the global technology for the last decade. New Zealand is one of the last countries to report audiences on 15 minute averages. The old method does not take into account the decline in viewer ship during the breaks. Failing to document and disclose the decline helps networks charge for prime positioning in higher rating shows.

With more accurate figures representing those that actually watch the ads networks will be unable to justify premium pricing that should bring down the cost of advertising, said Mr Tindall.

International statistics show ratings across the advertising break are not static, which raises the importance of having the first or last ad position during the break.

The old system was also not conducive to short term campaigns because audience figures were delayed for 8 days.

When the number of people who view ads is high it generally results in a decrease in advertising revenue because it means less ads need to be booked to reach the target number of viewers.

Mr Tindall said the biggest change to television the country has ever seen reflects the changing way media is consumed and the advertisers’ requirement for accountability.

He said the television demand is increasing because it is cost effective and has a proven track record.