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Old September 18 2009, 03:02 PM   #19
Morpheus 02
Location: Chicago IL
Re: Companies Band Together To Find Better Ratings Source Than Nielsen

Temis the Vorta wrote: View Post
i know using digital cable boxes would give incomplete results...but i would be interested to see how their numbers compare to nielsen ratings (total numbers as well as sample sets).
It would tell you what shows rich white people like. The Nielsens certainly deliver that sort of demographic data to advertisers, so the digital cable boxes wouldn't be adding anything new.

and certainly, there is a way to select samples, which includes a more acuurate sample of minorities.
If you're fine with the idea of TV ratings via sampling, then Nielsens already does that, so why not stick with Nielsens? The only advantage of digital boxes is that they could in theory cover 100% of households, so that any errors in sampling are no longer a problem.

In today's world, all kinds of people,of different ethnicities and incomes, have cable or sattelite TV.
But not in the same proportion, and that would throw off the numbers. Also, cable and satellite isn't going to give you a system for capturing viewing data directly - maybe the system could be augmented to allow that, but once again, too expense to be worth anyone's while. Stuff like TiVO that already does the feed-back are the things that are definitely skewed demographically.

And those that still only use broadcast...are they really in the marketing bracket that advertisers care about anyway?
If they're 18-49, sure. If they don't spend $ on cable, that's more money they can spend on what the advertisers buy.


Here's the thing...Comcast already uses digital box results already..but not just to decide the fate of a particular show, but rather a whole network (a very small network,but a whole option nonetheless).

They used something to eliminate the AZN channel, a channel aimed at 2nd Generation Asian Americans, which was taken off the air last year.

Also, they sponsor channels such as CLTV, which shows CHicagoland news 24 hours a day (well, more like 13 1/2). CLTV isn't shown on broadcast, any sattellite, or even any other cable provider.

They must have some reliable way of showing why that channel is worth their resources?

The digital boxes (or a free adapter for those who "only" have basic cable) i would think would be cheaper in the long run, and more reliable. They can select which boxes to read in orer to fulfill their demographic requirements,and more efficiently than other methods...

Also, I certainly would be curious to see how their samples compare to "real" numbers. There's the statistical theory, but how does it compare to reality?
Morpheus 02
JP Paulus jp [at] paulus . com
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