Given the changes in how audiences consume media, do ratings still
matter? Why or why not? And are there alternative ways to track media
consumption? Limit: 11 responses
Adelle Tedesco With multiple ways to watch live programs, including the Super Bowl, the ratings still matter, but not just the ratings of who is watching the program live on television. Television ratings still matter for a programs and are calculated by age groups and who is watching the program, but as the ways of watching these programs have changed the way to calculate ratings has changed with this. Ratings still are important for a television program, but ratings cannot only be decided by who is watching the program live through their cable provider. While live ratings are still part of the equation they are not the only important factor in television anymore. Since people can stream T.V. through different apps, record programs to watch later or interact with the program through social media, ratings for television programs have drastically changed, and calculating the ratings for a show takes a lot more than simple just seeing how many people in each age group watched the program. The math of what determines a show’s ratings doesn’t just stop after the show is aired live, the ratings continue to be calculated well after the live premiere of a show since it is so likely that people will be watching these programs at a later time, whether they have prerecorded the program, or are streaming it through a service. While a programs can have a low audience number when it is shown live on television, the number of viewers can be much higher for who watched the show at a later time within a couple days or even a week of when the show aired. The new reality for ratings in the world of television is a lot more complicated than simply just the number of people watching the program. Along with the ratings of a television program, ratings for commercials are still important and still are also calculated in much different ways than they were before. While advertisers can pay to have their commercials shown at specific time slots during a television program, it is not guaranteed that these commercials will be viewed, and the ratings for commercials shown during a program is much different than the ratings of that program being shown. Since viewers are sometimes likely to switch channels during a commercial break the ratings for commercials cannot be calculated like the ratings for the program. Commercial ratings are calculated by who actually watches these commercials, and similarly to how ratings for TV programs are calculated the ratings for commercials are also spanned throughout the time they are broadcasted like, within 3 days of being broadcasted, and within a week of when are originally broadcasted, since again people are likely to record or stream these programs with their commercials at a later time then when they are broadcasted live. Ratings do still matter for TV programs, and their commercials but the math and calculations that go into ratings are becoming more complicated as viewing itself also becomes more complicated.
Adalian, Josef. “TV Ratings Are Way Down, but Does It Even Matter Anymore?” Slate Magazine, Slate, 17 May 2017, slate.com/culture/2017/05/tv-ratings-are-way-down-but-does-it-even-matter-anymore.html. Porter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591. Porter, Rick. “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits.” The Hollywood Reporter, 20 Dec. 2019, www.hollywoodreporter.com/live-feed/multi-platform-ratings-data-shows-big-shift-viewing-habits-1254608.
Ratings have come a long way since the 2000’s. The traditional Nielsen ratings procedure has changed a lot, expanding the types of rating metrics used as well as the kind of data collected and the procedure in order to obtain it. Streaming and the internet has completely reshaped the way we consume content, so in order to quantify these changes into data there needed to be a lot more metrics beyond a single rating. The old style of ratings alone would not work in today's media landscape, where the viewing habits of consumers have completely changed; no longer bound to the television set, channels or time slots. For example, from The Hollywood Reporter “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits,” using data from multi-platform viewing, which is not covered by Neilson ratings, it reveals “a big shift in viewing habits” that shows not only viewership of their content, but how and when their audience prefers to consume content. It is a more insightful and dynamic data set that allows you to shape your content and platforms to meet the audience needs in a more accurate fashion. Modern metrics to record the consumption of media build upon the original Nielson ratings and have expanded to include a more diverse variety of metrics to capture data. For example, from the Hollywood Reporter article “TV Long View: A Guide to the Ever-Expanding World of Ratings Data,” metrics from multi-platform viewing, long-tail media consumption, and streaming ratings are all equipped metrics for modern viewership habits. Incorporating Live-plus-3, Live-plus-5, Live-plus-7, and Live-plus-35 all tell an ongoing story of how the content is doing on a long term basis. I think that alternative ways to track media consumption can be seen with the rise of dual-screen interactions, in the form of live tweeting, hashtags and posting on other social media platforms while watching a specific program. How your audience interacts with your content outside of watching it is very influential data I believe, and can reveal insight into what your consumers expect from the content you are delivering them. According to CIO Review, “Insurance Companies are Using Big Data Analytics,” insurance companies use online analytics to study your digital footprint and adjust costs and coverages for individual consumers, in some cases maliciously. Social media tracking could be easily used by media companies to target and research types of content that we watch online. It is a somewhat frightening thought, but big data is being normalized and becoming much more common in the industry. It will be interesting to see how data privacy will develop in the future.
Porter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591.
Porter, Rick. “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits.” The Hollywood Reporter, 20 Dec. 2019, www.hollywoodreporter.com/live-feed/multi-platform-ratings-data-shows-big-shift-viewing-habits-1254608.
Review, CIO. “Insurance Companies Are Using Big Data Analytics, Know How.” CIOReview, 15 Mar. 2019, www.cioreview.com/news/insurance-companies-are-using-big-data-analytics-know-how-nid-28231-cid-15.html.
Marie Badio Blog 2 Yes, tv ratings still matter but not in the traditional nightly way of reporting ratings. According to Paula Clancy, ad purchases are marketed around how many million viewers will see the ad versus who might see it one time. The media landscape is changing because consumers have literally hundreds of ways to view programming and most of it is done through streaming. It becomes more important to place ads in places where they will most likely be seen for example time of day, popularity of network, popular tv shows etc. According to Syracuse.com, The Super Bowl is seen by 102 million viewers which is up from last year on Fox and all of its platforms. Even though the numbers were reported on Nielsen its important to note not every household watched the entire game and those who only watched the half time show. According to an article in Marketing Dive, Marketers and advertisers were looking to sell every open 30- 60 second slot available and were snapped up by Thanksgiving long before anyone knew who would be playing in the big game (Sumida). 77 slots were sold for as much as 5.6 million per 30-second ad spot. “The big game is historically an ad revenue juggernaut, raking in $382 million in nearly 50 minutes from in-game ads last year” (Sumida). Ratings matter so much that Fox found clever ways to increase revenue, “I’ve never been in a position like this,” says Seth Winter, executive vice president of sales for Fox Sports. Key sponsors demanded more time for the big game and Fox obliged by creating “floating” commercial break that will allow for two 60-second ads from sponsors who have been longtime supporters of both Fox Sports and the NFL, Winter says (Variety).
There are so many different ways to track media consumption using social media marketing tools like Hootsuite, and TweetReach to monitor social listening, and many other brand related services (BrandWatch.com). Comcast using you’re the digital box you already have in your home to collect as much data about your household to sell more ads to buyers and it’s a trickier space when it comes to digital according to Ms. Clancy. Currently there isn’t a concrete way for traditional cable companies to track media consumption through streaming content.
Ratings still matter because consumers who did not watch the Super Bowl in its entirety or for those who will watch it later the ads will be available to them at their convenient time. The changing media consumption is more about conveniences and cost than anything else. Personally, I do not watch all commercials, but I am always interested in watching commercials that have gone viral and specially I enjoy the halftime show and all the commercials aired during the Super Bowl.
“How Many People Watched the Super Bowl? 2020 Ratings up from Last Year.” Syracuse, 3 Feb. 2020, https://www.syracuse.com/sports/2020/02/2020-super-bowl-ratings-102-million-viewers-up-from-last-year.html. Steinberg, Brian, and Brian Steinberg. “Fox’s Super Bowl Ad Time Was Sold Out. Until It Wasn’t.” Variety, 25 Jan. 2020, https://variety.com/2020/tv/news/fox-super-bowl-commercials-sell-out-floating-break-1203479716/. “Super Bowl LIV: Tracking Every Ad for 2020’s Big Game.” Marketing Dive, https://www.marketingdive.com/news/super-bowl-LIV-2020-ad-tracker/568839/. Accessed 4 Feb. 2020. “The Best Social Media Monitoring Tools.” Brandwatch, https://www.brandwatch.com/blog/top-social-media-monitoring-tools/. Accessed 4 Feb. 2020.
With the new age of media transforming the way that users consume their favorite programming, tracking ratings has evolved from previous years of watching content on cable television. Ratings are still an extremely important indicator of how well a show is performing on a select network. The ratings of a show determine the level of interest in the programming throughout the general public, and are sometimes the deciding factor of whether or not the show will be renewed for another season or cancelled due to low viewership. Rick Porter of the Hollywood Reporter describes ratings as “percentages, measuring the portion of a given group – be it households, adults 18-49 or women 25-54.” The prominent reasoning for these specific age group’s importance level is the fact that marketers believe that they are the ones purchasing products from advertisements. If the ratings for a show are high enough, certain corporations will pay top dollar to land a 30 second to one-minute advertisement during the viewing slot on that show’s network. Purchasing expensive advertisements is not just limited to large corporations, occasionally politicians and charities pay top dollar to get their message out to a large audience based on projected ratings. Nick Corasaniti of the New York Times wrote, “Michael R. Bloomberg’s presidential campaign has secured a 60-second advertising spot to air nationally during next month’s Super Bowl telecast, an ad buy that will most likely cost at least $10 million.” Current president, Donald Trump soon followed in Bloomberg’s footsteps and purchased an ad during the Super Bowl costing his campaign around the same price point. These high prices are determined through ratings analysis, and the Super Bowl is guaranteed to have the highest ratings out of nearly any program throughout the year. The more eyes that will see the advertisement, the higher the advertisement price will be. A show’s longevity is not solely based on ratings anymore in the modern era of streaming services. This is best exemplified with Netflix’s new smash hit show, ‘You.’ When ‘You’ originally aired season one it was distributed on the Lifetime Network, and the show suffered from low ratings. Instead of cancelling the show they decided to implement a second season and place the original/newest season on Netflix. Since airing on Netflix, ‘You’ has become one of the streaming services top performing shows, and is currently renewed for a third season slated to release in 2021. In years prior, the show would have failed due to its lack of accessibility on the Lifetime Network and extremely poor ratings, but in the modern age of streaming content, ‘You’ has become a smash hit. Maria Elena Fernandez of Vulture wrote about the shows decision to switch to Netflix, “Lifetime had picked up ‘You’ for a second season well before its September premiere date, but the show’s low ratings convinced the network to change its plans.” This change of plans was to release the show through Netflix, and it paid off for them big time.
Corasaniti, Nick. “Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each.” The New York Times, The New York Times, 7 Jan. 2020, www.nytimes.com/2020/01/07/us/politics/bloomberg-trump-super-bowl-ad.html. Fernandez, Maria Elena. “Why You Season 2 Jumped From Lifetime to Netflix.” Vulture, Vulture, 3 Dec. 2018, www.vulture.com/2018/12/you-season-2-lifetime-netflix.html. Porter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591.
When it comes to television shows or events, they all get ranked and rated by the one and only, Nielsen's. If we want to dive into what it means to have ratings, one can say that the advertisement costs basically go hand-in-hand with said program, so if the program has high ratings, the ad cost will be high and vice-versa. But is this really important in this day and age? I think so, just because of the revenue that TV stations can make from advertisements. However, are ratings still done the same way as in previous years, even decades? Well, look at viewership, it is literally everywhere. The internet has opened the door to allow streaming services to operate as another way for viewers to watch their favorite shows, and replay them. According to The Hollywood Reporter, Rick Porter can be quoted by saying that "multiplatform ratings can include streaming and digital viewing via a network's app or third-party service like Hulu, plus on-air replays. The digital audience is growing — some shows get more viewers there than from their on-air showings — but no company in the business willingly offers up definitive streaming or digital viewership. It's only included as part of a whole" (TV Long View: A Guide to the Ever-Expanding World of Ratings Data). But, multiplatform viewership is not currently being tracked by Nielsen, so a total rating that includes the vast majority of ways to watch a show is not feasible. It is the year 2020, and we are in a time that demands new ways to communicate and new ways to view things on something other than a TV, like a smartphone, tablet, or laptop. This can only mean that the way consumers view their shows comes in many different ways. According to The Hollywood Reporter, Rick Porter can be quoted in a separate writing when he states that "The key phrase there is "as measured by Nielsen," because adding in multiplatform viewing — which the ratings service does not currently track — reveals a big shift in viewing habits. Among the top 20 shows where digital ratings figures are available, multiplatform viewing accounts for 20 percent of the total 35-day audience — and more than a third (37 percent) of the total 18-49 rating" (TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits). Here, Porter opens up on the top 20 entertainment shows in 2019-2020 and explains how Nielsen's data does not include ALL of the viewership. But, when it comes to tracking media consumption, we have to look at all of the ways that media has evolved. Social media is the prime suspect here that garners information from all of its users, whether it be hashtags, mentions, followed channels, video views etc. According to Deloitte, Kevin Westcott, Jeff Loucks, Shashank Srivastava, and David Ciampa wrote in regards to the digital age by saying that "Today, of course, far more information is available about personal preferences, purchases, and more. In the digital era, continuously connected consumers are leaving a trail of information through every digital transaction—be it watching an online video" (Digital Media Segments: Looking Beyond Generations). Social media tracking is key in seeing a total number of views, because in this age, social media is everything.
Porter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591.
Porter, Rick. “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits.” The Hollywood Reporter, 20 Dec. 2019, www.hollywoodreporter.com/live-feed/multi-platform-ratings-data-shows-big-shift-viewing-habits-1254608.
“Digital Media Segments: Looking beyond Generations.” Deloitte Insights, www2.deloitte.com/us/en/insights/industry/telecommunications/media-consumption-behavior-across-generations.html.
Adelle Tedesco
ReplyDeleteWith multiple ways to watch live programs, including the Super Bowl, the ratings still matter, but not just the ratings of who is watching the program live on television. Television ratings still matter for a programs and are calculated by age groups and who is watching the program, but as the ways of watching these programs have changed the way to calculate ratings has changed with this. Ratings still are important for a television program, but ratings cannot only be decided by who is watching the program live through their cable provider. While live ratings are still part of the equation they are not the only important factor in television anymore. Since people can stream T.V. through different apps, record programs to watch later or interact with the program through social media, ratings for television programs have drastically changed, and calculating the ratings for a show takes a lot more than simple just seeing how many people in each age group watched the program. The math of what determines a show’s ratings doesn’t just stop after the show is aired live, the ratings continue to be calculated well after the live premiere of a show since it is so likely that people will be watching these programs at a later time, whether they have prerecorded the program, or are streaming it through a service. While a programs can have a low audience number when it is shown live on television, the number of viewers can be much higher for who watched the show at a later time within a couple days or even a week of when the show aired. The new reality for ratings in the world of television is a lot more complicated than simply just the number of people watching the program.
Along with the ratings of a television program, ratings for commercials are still important and still are also calculated in much different ways than they were before. While advertisers can pay to have their commercials shown at specific time slots during a television program, it is not guaranteed that these commercials will be viewed, and the ratings for commercials shown during a program is much different than the ratings of that program being shown. Since viewers are sometimes likely to switch channels during a commercial break the ratings for commercials cannot be calculated like the ratings for the program. Commercial ratings are calculated by who actually watches these commercials, and similarly to how ratings for TV programs are calculated the ratings for commercials are also spanned throughout the time they are broadcasted like, within 3 days of being broadcasted, and within a week of when are originally broadcasted, since again people are likely to record or stream these programs with their commercials at a later time then when they are broadcasted live.
Ratings do still matter for TV programs, and their commercials but the math and calculations that go into ratings are becoming more complicated as viewing itself also becomes more complicated.
Adalian, Josef. “TV Ratings Are Way Down, but Does It Even Matter Anymore?” Slate Magazine, Slate, 17 May 2017, slate.com/culture/2017/05/tv-ratings-are-way-down-but-does-it-even-matter-anymore.html.
Porter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591.
Porter, Rick. “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits.” The Hollywood Reporter, 20 Dec. 2019, www.hollywoodreporter.com/live-feed/multi-platform-ratings-data-shows-big-shift-viewing-habits-1254608.
Ratings have come a long way since the 2000’s. The traditional Nielsen ratings procedure has changed a lot, expanding the types of rating metrics used as well as the kind of data collected and the procedure in order to obtain it. Streaming and the internet has completely reshaped the way we consume content, so in order to quantify these changes into data there needed to be a lot more metrics beyond a single rating. The old style of ratings alone would not work in today's media landscape, where the viewing habits of consumers have completely changed; no longer bound to the television set, channels or time slots. For example, from The Hollywood Reporter “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits,” using data from multi-platform viewing, which is not covered by Neilson ratings, it reveals “a big shift in viewing habits” that shows not only viewership of their content, but how and when their audience prefers to consume content. It is a more insightful and dynamic data set that allows you to shape your content and platforms to meet the audience needs in a more accurate fashion. Modern metrics to record the consumption of media build upon the original Nielson ratings and have expanded to include a more diverse variety of metrics to capture data. For example, from the Hollywood Reporter article “TV Long View: A Guide to the Ever-Expanding World of Ratings Data,” metrics from multi-platform viewing, long-tail media consumption, and streaming ratings are all equipped metrics for modern viewership habits. Incorporating Live-plus-3, Live-plus-5, Live-plus-7, and Live-plus-35 all tell an ongoing story of how the content is doing on a long term basis. I think that alternative ways to track media consumption can be seen with the rise of dual-screen interactions, in the form of live tweeting, hashtags and posting on other social media platforms while watching a specific program. How your audience interacts with your content outside of watching it is very influential data I believe, and can reveal insight into what your consumers expect from the content you are delivering them. According to CIO Review, “Insurance Companies are Using Big Data Analytics,” insurance companies use online analytics to study your digital footprint and adjust costs and coverages for individual consumers, in some cases maliciously. Social media tracking could be easily used by media companies to target and research types of content that we watch online. It is a somewhat frightening thought, but big data is being normalized and becoming much more common in the industry. It will be interesting to see how data privacy will develop in the future.
ReplyDeletePorter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591.
Porter, Rick. “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits.” The Hollywood Reporter, 20 Dec. 2019, www.hollywoodreporter.com/live-feed/multi-platform-ratings-data-shows-big-shift-viewing-habits-1254608.
Review, CIO. “Insurance Companies Are Using Big Data Analytics, Know How.” CIOReview, 15 Mar. 2019, www.cioreview.com/news/insurance-companies-are-using-big-data-analytics-know-how-nid-28231-cid-15.html.
Marie Badio
ReplyDeleteBlog 2
Yes, tv ratings still matter but not in the traditional nightly way of reporting ratings. According to Paula Clancy, ad purchases are marketed around how many million viewers will see the ad versus who might see it one time. The media landscape is changing because consumers have literally hundreds of ways to view programming and most of it is done through streaming. It becomes more important to place ads in places where they will most likely be seen for example time of day, popularity of network, popular tv shows etc. According to Syracuse.com, The Super Bowl is seen by 102 million viewers which is up from last year on Fox and all of its platforms. Even though the numbers were reported on Nielsen its important to note not every household watched the entire game and those who only watched the half time show.
According to an article in Marketing Dive, Marketers and advertisers were looking to sell every open 30- 60 second slot available and were snapped up by Thanksgiving long before anyone knew who would be playing in the big game (Sumida). 77 slots were sold for as much as 5.6 million per 30-second ad spot. “The big game is historically an ad revenue juggernaut, raking in $382 million in nearly 50 minutes from in-game ads last year” (Sumida). Ratings matter so much that Fox found clever ways to increase revenue, “I’ve never been in a position like this,” says Seth Winter, executive vice president of sales for Fox Sports. Key sponsors demanded more time for the big game and Fox obliged by creating “floating” commercial break that will allow for two 60-second ads from sponsors who have been longtime supporters of both Fox Sports and the NFL, Winter says (Variety).
There are so many different ways to track media consumption using social media marketing tools like Hootsuite, and TweetReach to monitor social listening, and many other brand related services (BrandWatch.com). Comcast using you’re the digital box you already have in your home to collect as much data about your household to sell more ads to buyers and it’s a trickier space when it comes to digital according to Ms. Clancy. Currently there isn’t a concrete way for traditional cable companies to track media consumption through streaming content.
Ratings still matter because consumers who did not watch the Super Bowl in its entirety or for those who will watch it later the ads will be available to them at their convenient time. The changing media consumption is more about conveniences and cost than anything else. Personally, I do not watch all commercials, but I am always interested in watching commercials that have gone viral and specially I enjoy the halftime show and all the commercials aired during the Super Bowl.
“How Many People Watched the Super Bowl? 2020 Ratings up from Last Year.” Syracuse, 3 Feb. 2020, https://www.syracuse.com/sports/2020/02/2020-super-bowl-ratings-102-million-viewers-up-from-last-year.html.
Steinberg, Brian, and Brian Steinberg. “Fox’s Super Bowl Ad Time Was Sold Out. Until It Wasn’t.” Variety, 25 Jan. 2020, https://variety.com/2020/tv/news/fox-super-bowl-commercials-sell-out-floating-break-1203479716/.
“Super Bowl LIV: Tracking Every Ad for 2020’s Big Game.” Marketing Dive, https://www.marketingdive.com/news/super-bowl-LIV-2020-ad-tracker/568839/. Accessed 4 Feb. 2020.
“The Best Social Media Monitoring Tools.” Brandwatch, https://www.brandwatch.com/blog/top-social-media-monitoring-tools/. Accessed 4 Feb. 2020.
Brent Costantino
ReplyDeleteWith the new age of media transforming the way that users consume their favorite programming, tracking ratings has evolved from previous years of watching content on cable television. Ratings are still an extremely important indicator of how well a show is performing on a select network. The ratings of a show determine the level of interest in the programming throughout the general public, and are sometimes the deciding factor of whether or not the show will be renewed for another season or cancelled due to low viewership. Rick Porter of the Hollywood Reporter describes ratings as “percentages, measuring the portion of a given group – be it households, adults 18-49 or women 25-54.” The prominent reasoning for these specific age group’s importance level is the fact that marketers believe that they are the ones purchasing products from advertisements. If the ratings for a show are high enough, certain corporations will pay top dollar to land a 30 second to one-minute advertisement during the viewing slot on that show’s network. Purchasing expensive advertisements is not just limited to large corporations, occasionally politicians and charities pay top dollar to get their message out to a large audience based on projected ratings. Nick Corasaniti of the New York Times wrote, “Michael R. Bloomberg’s presidential campaign has secured a 60-second advertising spot to air nationally during next month’s Super Bowl telecast, an ad buy that will most likely cost at least $10 million.” Current president, Donald Trump soon followed in Bloomberg’s footsteps and purchased an ad during the Super Bowl costing his campaign around the same price point. These high prices are determined through ratings analysis, and the Super Bowl is guaranteed to have the highest ratings out of nearly any program throughout the year. The more eyes that will see the advertisement, the higher the advertisement price will be.
A show’s longevity is not solely based on ratings anymore in the modern era of streaming services. This is best exemplified with Netflix’s new smash hit show, ‘You.’ When ‘You’ originally aired season one it was distributed on the Lifetime Network, and the show suffered from low ratings. Instead of cancelling the show they decided to implement a second season and place the original/newest season on Netflix. Since airing on Netflix, ‘You’ has become one of the streaming services top performing shows, and is currently renewed for a third season slated to release in 2021. In years prior, the show would have failed due to its lack of accessibility on the Lifetime Network and extremely poor ratings, but in the modern age of streaming content, ‘You’ has become a smash hit. Maria Elena Fernandez of Vulture wrote about the shows decision to switch to Netflix, “Lifetime had picked up ‘You’ for a second season well before its September premiere date, but the show’s low ratings convinced the network to change its plans.” This change of plans was to release the show through Netflix, and it paid off for them big time.
Works Cited
DeleteCorasaniti, Nick. “Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each.” The New York Times, The New York Times, 7 Jan. 2020, www.nytimes.com/2020/01/07/us/politics/bloomberg-trump-super-bowl-ad.html.
Fernandez, Maria Elena. “Why You Season 2 Jumped From Lifetime to Netflix.” Vulture, Vulture, 3 Dec. 2018, www.vulture.com/2018/12/you-season-2-lifetime-netflix.html.
Porter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591.
When it comes to television shows or events, they all get ranked and rated by the one and only, Nielsen's. If we want to dive into what it means to have ratings, one can say that the advertisement costs basically go hand-in-hand with said program, so if the program has high ratings, the ad cost will be high and vice-versa. But is this really important in this day and age? I think so, just because of the revenue that TV stations can make from advertisements. However, are ratings still done the same way as in previous years, even decades? Well, look at viewership, it is literally everywhere. The internet has opened the door to allow streaming services to operate as another way for viewers to watch their favorite shows, and replay them. According to The Hollywood Reporter, Rick Porter can be quoted by saying that "multiplatform ratings can include streaming and digital viewing via a network's app or third-party service like Hulu, plus on-air replays. The digital audience is growing — some shows get more viewers there than from their on-air showings — but no company in the business willingly offers up definitive streaming or digital viewership. It's only included as part of a whole" (TV Long View: A Guide to the Ever-Expanding World of Ratings Data). But, multiplatform viewership is not currently being tracked by Nielsen, so a total rating that includes the vast majority of ways to watch a show is not feasible. It is the year 2020, and we are in a time that demands new ways to communicate and new ways to view things on something other than a TV, like a smartphone, tablet, or laptop. This can only mean that the way consumers view their shows comes in many different ways. According to The Hollywood Reporter, Rick Porter can be quoted in a separate writing when he states that "The key phrase there is "as measured by Nielsen," because adding in multiplatform viewing — which the ratings service does not currently track — reveals a big shift in viewing habits. Among the top 20 shows where digital ratings figures are available, multiplatform viewing accounts for 20 percent of the total 35-day audience — and more than a third (37 percent) of the total 18-49 rating" (TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits). Here, Porter opens up on the top 20 entertainment shows in 2019-2020 and explains how Nielsen's data does not include ALL of the viewership. But, when it comes to tracking media consumption, we have to look at all of the ways that media has evolved. Social media is the prime suspect here that garners information from all of its users, whether it be hashtags, mentions, followed channels, video views etc. According to Deloitte, Kevin Westcott, Jeff Loucks, Shashank Srivastava, and David Ciampa wrote in regards to the digital age by saying that "Today, of course, far more information is available about personal preferences, purchases, and more. In the digital era, continuously connected consumers are leaving a trail of information through every digital transaction—be it watching an online video" (Digital Media Segments: Looking Beyond Generations). Social media tracking is key in seeing a total number of views, because in this age, social media is everything.
ReplyDeletePorter, Rick. “TV Long View: A Guide to the Ever-Expanding World of Ratings Data.” The Hollywood Reporter, 3 Jan. 2020, www.hollywoodreporter.com/live-feed/tv-ratings-explained-a-guide-what-data-all-means-1245591.
Porter, Rick. “TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits.” The Hollywood Reporter, 20 Dec. 2019, www.hollywoodreporter.com/live-feed/multi-platform-ratings-data-shows-big-shift-viewing-habits-1254608.
“Digital Media Segments: Looking beyond Generations.” Deloitte Insights, www2.deloitte.com/us/en/insights/industry/telecommunications/media-consumption-behavior-across-generations.html.