TMC
01-14-2013, 02:02 AM
http://groups.google.com/group/rec.arts.tv/browse_thread/thread/b91b9eeeadd5f183#
Networks that rely on 18-34 year-old viewers are being shortchanged by
Nielsen. So said CW president Mark Pedowitz at the net's Television
Critics Assn. panel Sunday in Pasadena.
"Nielsen missed the boat in the 18-34 demo," Pedowitz said. "They're
just not capturing them."
His comments come just days after NBC Entertainment chairman Robert
Greenblatt noted during his exec sesh that the CW, a network expected
to skew young, actually has a median age of 41.
Pedowitz joked with the journos in attendance that he would like to
give Greenblatt a "shout out" for pointing out that the CW had
broadened out its 18-34 demo, a strategy that has been in place at net
since Pedowitz joined in 2011.
The problem with that median age data, Pedowitz declared, is the CW
draws the 18-34 demo through means other than traditional broadcast.
Young viewers are tuning into shows on their tablets, laptops and
Xboxes instead of grabbing the remote, which has led to Nielsen
ratings that do not completely reflect the numbers, or success, of any
series on the CW.
In fact, according to Pedowitz, 20% of the CW's total viewership comes
from streaming and video-on-demand.
Flaws in Nielsen tracking demos are fodder for most network execs, but
the problem is particularly relevant to the CW, with its tech savvy-
young aud.
Gaining a more complete perspective of the CW's total audience was a
notable goal for the net in 2012, as it inked a measurement contract
with Rentrak.
"We are still experimenting with the new ratings system," Pedowitz
said. "We've been doing a lot of work with Rentrak and TRA (TiVo
Research and Analytics) and discovered, surprisingly with Rentrak,
that all broadcast, in terms of measuring households, is higher than
what Nielsen is reporting. We're about 21% higher."
Networks that rely on 18-34 year-old viewers are being shortchanged by
Nielsen. So said CW president Mark Pedowitz at the net's Television
Critics Assn. panel Sunday in Pasadena.
"Nielsen missed the boat in the 18-34 demo," Pedowitz said. "They're
just not capturing them."
His comments come just days after NBC Entertainment chairman Robert
Greenblatt noted during his exec sesh that the CW, a network expected
to skew young, actually has a median age of 41.
Pedowitz joked with the journos in attendance that he would like to
give Greenblatt a "shout out" for pointing out that the CW had
broadened out its 18-34 demo, a strategy that has been in place at net
since Pedowitz joined in 2011.
The problem with that median age data, Pedowitz declared, is the CW
draws the 18-34 demo through means other than traditional broadcast.
Young viewers are tuning into shows on their tablets, laptops and
Xboxes instead of grabbing the remote, which has led to Nielsen
ratings that do not completely reflect the numbers, or success, of any
series on the CW.
In fact, according to Pedowitz, 20% of the CW's total viewership comes
from streaming and video-on-demand.
Flaws in Nielsen tracking demos are fodder for most network execs, but
the problem is particularly relevant to the CW, with its tech savvy-
young aud.
Gaining a more complete perspective of the CW's total audience was a
notable goal for the net in 2012, as it inked a measurement contract
with Rentrak.
"We are still experimenting with the new ratings system," Pedowitz
said. "We've been doing a lot of work with Rentrak and TRA (TiVo
Research and Analytics) and discovered, surprisingly with Rentrak,
that all broadcast, in terms of measuring households, is higher than
what Nielsen is reporting. We're about 21% higher."