New TV Ratings System Includes Online Viewing

In the US, Publicis-owned communications agency Optimedia International has released a new quarterly TV ratings/value system to examine both a TV show's traditional audience, and its viewers across all digital platforms.

Known as the Content Power Ratings Report, the index ranks the relative reach of the top 100 TV programmes, based on the number and quality of viewers across both digital (online, mobile) and traditional media. The report has been designed to provide agencies, networks and advertisers with an independent assessment of a TV programme's true commercial value.

Optimedia US President Antony Young commented: 'The need to understand a programme's pulling power across all media platforms is more important than ever, and the Content Power Ratings Report provides the industry with an independent gauge of a television show's true market value.'

Data is drawn from the agency's own primary research, as well as from Nielsen Media Research's NTI (Nielsen Television Index) database, comScore's Media Metrix, E-Poll's FastTrack, Keller Fay Group's TalkTrack, and Factiva.

The report ranks network and cable programmes according to:

• Audience size - across TV, web and mobile properties
• Audience appeal - including awareness, core values and quality
• Interest - including PR mentions and word-of-mouth 'buzz'
• Streaming - the amount of viewing that occurs online.

Added Greg Kahn, SVP, Director of Strategic Resources: 'Our research supports a case for valuing the quality of shows, not just their TV ratings, as this is a better judge of responsiveness to advertising and sponsorship.'

With offices in New York, Dallas, Indianapolis, San Francisco and Seattle, Optimedia is online at www.optimedia-us.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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