The Challenges of TV Audience Measurement

Today’s consumers watch TV and video in so many ways, ranging from first-screen connected devices (such as DVRs, VOD and OTT) to second-screen devices like smartphones, tablets, PCs and even wearables. As live TV’s share of overall viewing declines, it is becoming increasingly important for TV networks and advertisers to quantify and credit the consumption of content—and ads—across all viewing methods and devices.

First-screen connected devices have served to expand both on-demand viewing options and the life of TV shows well beyond their original telecast dates. The appetite for on-demand video entertainment is healthy across all age groups, with the average person in the US spending 30 to 50 minutes per day viewing content via OTT multimedia devices or DVR and VOD playback, according to August 2016 Nielsen data.

Time spent with connected devices has grown rapidly in recent years, resulting in a steady decline in live TV viewing—especially among people younger than 35. Many of these consumers prefer watching TV programs through OTT services like Hulu or CBS All Access, or viewing ad-free fare via Netflix, Amazon Prime Video and other subscription video-on-demand (SVOD) services.

Listen to analyst Gerard Broussard discuss how TV audience measurement must change in a recent episode of eMarketer’s “Behind the Numbers.”