Nielsen Ratings Lose Their Grip
As television audiences have wandered, wood by alternatives to the almight set-top box, Primetime is no longer prime. Big television networks can’t sell blocks of advertising to large brands the way they did for fifty years. Now advertisers are looking for specific groups of consumers rather than just large, general audiences.
It’s back to the drawing board as networks and media firms explore how to parse their audiences by specific interests rather than just bulk numbers of viewers. Nielsen ratings no longer solely drive the TV adbuying market as networks keep an eye on social media and other mobile-driven trends.
In our experience, the only viable new model is working hard to reach narrow targets in the mobile market, making your ad dollars do more with less.