What Are Data Companies Contributing to the Television Market? An Overview – Part 4

This is the fourth in a series of articles on the various data solutions for television measurement being offered by data companies in the industry. Parts One and Two asked participants to describe their company's services and their plans to market and integrate the data into television analytics. In Part Three, participants were asked about their client list – who in the television sector is using their current services. Now, in Part Four, we delve into the attributes of the data and its use in television.

My Take: The actual dataset and how it is used is at the core in ascertaining its value for television measurement. Whether there is the granularity of second by second increments, a substantial or highly targeted footprint, measurement of the individuals’ behavior rather than ascription and whether there is connectivity to other datasets, there is not one company who can offer everything. So the challenge is to find the best of each service and connect them to create a greater whole. Cooperation is paramount – between networks and across agencies.

Question 4: What are your data attributes for use in television? What can your data do?

Cathy Hetzel, Rentrak Corporate President: Rentrak’s services provide the industry-accepted audience metrics for local stations, national networks and agency demographic planning tools. Our television ratings combine stable and granular viewing insights from more than 35 million U.S. televisions across every U.S. market from more than 16 million households per day. Rentrak enables clients to target audiences based on television and Video on Demand viewership trends, as well as consumer purchasing behavior and branded entertainment insights, for the most impactful ad buying and placement. Rentrak’s expansive product suite includes Advanced Demographic solutions in the automotive, political, CPG, retail and financial services verticals across linear, Video on Demand and digital platforms. Rentrak’s VOD Dynamic Ad Measurement products will be launched this fall and will compliment demographics available today for linear ad reporting for planning, buying and posting advertising for VOD, the ultimate engagement platform.

Leslie Wood, Nielsen Catalina Solutions: We have a huge potential for what our data can do. The things we have already tackled – it can tell you which television programs to buy, if you have a target it can tell you which brands or categories. We have also done a lot of work understanding the patterns of buying – the structure of the market – and how do people buy, looking at price sensitivity, looking at purchase cycles and all those kinds of elements. How do people buy? And then, more importantly, how does television and advertising change what they buy. We have enormous numbers of demographics and there too we have small data and big data. Small data comes from our representative samples with user defined characteristics and then we have Experian. But we also use our data to improve the characteristics. We would  know everything one would know about the viewing of television and everything you know about purchasing. We know what station, what time, the duration of every episode, we know if you fast forward through a break – anything you can get from NPM (Nielsen peoplemeters) we have access to. On the purchase side we know what aisle you used when you checked out, coupon use, was it on sale. We know this from the UPC. So the data is incredibly granular. The kinds of things we have been measuring are targeting, advertising response, long term effects of advertising, looking at different segments of buyers and non-buyers. 

Joan FitzGerald Senior Vice President, Television and Cross Media Service, comScore: The building blocks of comScore television measurement are individual telecasts for content measurement and advertising impressions for ad campaign measurement.  For content, the system reports reach (unduplicated), minutes, minutes/viewer, and average audience for telecasts, shows, networks and groups of networks and custom groupings.  For advertising, the system reports reach, frequency, impressions, GRPs/TRPs by placement, by creative execution, by creative type and for any custom grouping desired by the publisher or advertiser/agency.  

Mainak Mazumdar Chief Science Officer,Simulmedia: Our data is used to predict future TV viewing behavior and select inventory placements that optimize reach and business outcomes against a specific custom audience. We also have matchable data that directly ties ad exposure to a subsequent business outcome (sales, website visits, etc.). Thus, our data closes the loop on TV and proves out TV’s ROI. This kind of direct matching (no fusion or lookalike modeling, but actual 1-to-1 matching of what people saw and what they bought) is made possible by our data and what our platform does with that data. This closed-loop reporting provides “Real ROI” reporting, detailing the return on investment of campaigns based on actual dollars and cents, and not just indexes.

Bill Feininger, President FourthWall Media: Television viewership information.  This data can be used for a variety of services listed above, as well as integration with other datasets.

Charles Buchwalter, President and CEO Symphony Advanced Media: We capture both the fact of exposure to programs or client specific commercials/custom content/social media etc. as well as the duration of exposure. We can tell which device was being used. We code by loyal viewing, people who switch away from commercials, and the mode of viewing e.g. Netflix, YouTube, Hulu, broadcast, VOD, DVR playback, etc. With our survey capability we can also ask custom client questions.

Kelly Abcarian, Senior Vice President, Watch Product Architecture, Nielsen: Nielsen TV ratings has been the currency for buying and selling brand advertising on TV for decades because it is highly accurate and it provides deep insights into audiences.  In the National People Meter panel, we collect 100+ household characteristics, which enable not just the creation of age/gender based ratings, but also audience insights that can be used to position those audiences for advertisers.  Using our TV ratings, clients can get deep insights into what people watch, how many people watch, whether they watch with friends or family, what device they watched on, whether they watched a program live, or recorded it and watched it later, or whether they didn’t watch at all.  Nielsen also collects digital consumption data from about half of our NPM panelists, which enables analyses such as simultaneous use of digital/TV (e.g. web surfing while watching) and cause/effect (e.g., exposure to TV ad leads to online search). Nielsen has the most comprehensive Advertising Effectiveness Measurement in the industry.  We have pioneered the transition of demographic only insights to purchase behavior enhanced metrics.  Through these industry leading ventures, Nielsen delivers the broadest and deepest coverage of ROI and Media Planning across CPG, Restaurant, Retail, Travel, Pharmacy, etc.  Representing more than $80B in Advertising spend and over $2T in product purchase.  No one else in the industry can deliver the granular insights down to the merchant and UPC level (where applicable) against single source matched, demographically accurate viewership data.  Nielsen’s NCS and NBI product suites are utilized by every major media company in the US for Upfronts, research, industry events and every day negotiations

Eric Schmitt, Executive Vice President, Communications, TV and Media. Allant: We source thousands of household data attributes for almost any TV advertising case one can come up with, be it for automotive, movie studios, retail, consumer packaged goods, travel, political, or healthcare.   We also provide our own data attributes that provide our clients with unique, proprietary insights about how to best reach a given audience using premium video advertising.   On the front end, the data we provide is used to size an audience (how many households fit a given segment), to provide insights into finding a given audience in national media (network, day, daypart, program segment concentrations) and distributor media (DMAs, ad sales zone, congressional district, ZIP concentrations).  At execution time, Allant segments power addressable execution on linear and VOD platforms reaching more than 30 million homes. On the back end, Allant data is used to verify campaign ad impressions into target segments across platforms to calculate de-duplicated reach/frequency, and accurately feed ROI, attribution and media mix planning applications.  

Frank Foster, SVP General Manager, TiVo Research and Analytics (TRA): TiVo Research aggregates second by second household-level TV tuning data – both live and time-shifted – from multiple sources.  We analyze program and commercial viewing data at a granular level, as well as product placement and other custom ad content – both in-program and on-screen. Digital ad exposure can also be incorporated and analyzed, and partnerships with location tracking companies enable us to analyze the impact of ad exposure on foot traffic. In addition to TV data we also aggregate 2.5+ years of grocery store purchase information from over 40 chains, 20 years of auto ownership records, 3+ years of Rx prescription history, and hundreds of HH-level demographic attributes.  CPG and Rx companies and their agencies use our data to plan/purchase and optimize media, maximize campaign reach and frequency, track creative burnout, determine sales lift and analyze in-store traffic. Broadcast and Cable nets use TiVo Research to demonstrate their value to advertisers by delivering custom advertiser targets, and they also use our data to validate results via custom analytics. The networks also use our metrics to more accurately plan and analyze paid and unpaid program promos. DMPs use our TV targets to create seed segments for digital campaigns that maximize cross-media campaign effectiveness.

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Making a Difference. Q&A with Jo Ann Ross

Jo Ann Ross, President of CBS Network Sales, is one of the longest tenured President of Sales in television. Ross honed her skills on the agency side, starting as an assistant in the buying department at Bozel, soon rising to the head of the department. From there she moved into broadcast TV first at ABC and then at CBS where she worked her way up to President in 2002. 

Ross has found that although her title is still the same, her job has “changed quite dramatically.” In this compelling interview, she talks about how the media landscape is evolving, challenges to media and broadcast TV specifically, data, cross platform and CBS Connections. Ross also shares some insights into her charitable efforts on behalf of cancer research. 

There are three videos in this interview:

Videos                                                         Length
Background, Sales Team, Data                  7:49
Charities, Mentoring, Life Balance            5:43
Predictions                                                  2:50

Charlene Weisler interviews CBS Sales President Jo Ann Ross who talks about her career path, her sales department and the impact of data on media in this 7:49 minute video:


CW: How has sales changed since you first started in your current job?

JR: The television industry has changed and technology has become part of our everyday life. We are still responsible for selling units at the network, which is the national advertisers, but we are now also working with interactive and we are also working with CBS Sports cable network. As far as the landscape changing, there are more and more choices for clients out there. Also, the impact of data has changed and how it has come into our everyday lives and in every decision that clients are making and that we are making as we program the network. The good news is that all these changes and choices are just making broadcast that much more of a compelling option for marketers.

CW: What are some of the biggest challenges you face now in this fragmenting marketplace?

JR: Data is really important and it is readily available to clients and vendors. As the landscape becomes more fragmented, as there are more choices out there, the sales pie is being cut into many, many pieces. The clients want to be sure that whatever they are spending their money on does deliver their return on investment. Each client measures that ROI differently. So the challenges are really getting to know the client, doing deep dives with the brand managers or the CMOs and seeing what they really want. There is “no one size fits all” and some of the research that we are getting is sometimes delayed. So they are making decisions before the fact and getting the results after the fact.  We are working with our clients on all of the available data and while it’s a work in progress, the results are very encouraging.

CW: There are specific challenges when it comes to network television.

JR: The challenge we have in network television is the myth that people are not watching network television anymore. That is not true. In fact they are watching more television but they are watching it differently on different devices in different places. We still offer the best content out there. CBS is still America’s most watched network and our content is everywhere. We have gone from just a media company to what Leslie Moonves always says – a content company. So our challenge is to keep up with the changes, stay close to our clients and make sure that we deliver what we sell.

CW: What is CBS Connections?

JR: This is a group that sits in network sales that works with all of the divisions of the company when a client comes in with an RFP that requires more than just network television. If they want to buy radio, if they want to buy digital, if they want to buy any other CBS assets – this is the group that puts it together. 

Jo Ann Ross talks to Charlene Weisler about her charity work in cancer awareness, mentorship and how she balances career and personal life in this 5:43 minute video:

CW: You are very active in cancer awareness efforts with Cycle For Survival and their annual fundraiser that occurs in first quarter. And this week you are being honored at Coaches vs Cancer

JR: Yes. Coaches vs Cancer is all about supporting the American Cancer Society through leadership and mentoring, as they say “on and off the field / court.” I am a Cancer survivor and am humbled that they have chosen me to be the Honoree. I hope that when I tell the story of my journey I inspire others to be proactive regarding their own health care, increasing awareness for men and women to schedule regular cancer screenings. Early detection is so important to curing various types of cancer. The money that is raised every year, funds research that has decreased cancer rates by 22% since 1991 - more than 1.5 million lives saved …and I am one of them. So a big Thank You to Coaches vs Cancer

Looking ahead, Jo Ann Ross shares her vision on the future of media with Charlene Weisler in this 2:50 minute video:

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What Are Data Companies Contributing to the Television Market? Overview Part 3 - Clients

This is the third in a series of articles examining and comparing the various data solutions for television measurement being offered by data companies in the industry. Previous articles explored the range of data offerings used in television and the marketing efforts to integrate the data into television analytics. Now, in Part Three, we ask about clients. Who currently uses which of these data offerings?

My take: While there are many large companies contracting data services and implementing data strategies using the companies outlined below, it is essentially for individual, siloed efforts and not a more cooperative type of industry wide adoption at this time. The feedback I have received from the previous two articles in this series is that there is still too much confusion in the industry because of overlapping claims. By examining which clients use which service, we may begin to see which service is best used for each type of media.  Some solutions may work best for agencies, some more for networks and some work best as secondary, supportive tools for other data processors and vendors. Ideally, one or two solutions will emerge as standardize-able industry solutions. Time (and industry cooperation) will tell.

Question 3: What types of clients use your data? Please include specific clients if that is allowable under your agreement with them.

Mainak Mazumdar Chief Science Officer,Simulmedia: We do not license or sell our data as a standalone offering. Rather, our data is used internally by Simulmedia’s VAMOS platform to plan, optimize, and report on our delivered TV campaigns. To our clients, our offering is audience-targeted TV advertising campaigns that drive business outcomes.

Frank Foster, SVP General Manager, TiVo Research and Analytics (TRA): Our clients include leaders in CPG, pharmaceuticals, insurance, finance, and tech. We also work with DMPs, DSPs, SSPs, agencies, and broadcast/cable networks. *We respect our clients’ privacy, but many of the presentations we’ve done with clients are available from the ARF and elsewhere if you want to cite those. 

Bill Feininger, President FourthWall Media: We’ve announced several clients including: Simulmedia for programmatic television buying, Nielsen Catalina Solutions for ROI and targeted ad placement, Rentrak for television audience measurement, Starcom Mediavest for television audience attribution and AOL/ for audience ad targeting, 

Charles Buchwalter, President and CEO Symphony Advanced Media: Our clients represent the largest advertisers (in particular, CPG, technology, mobile manufacturers), agencies across all of the major holding companies, and media companies (network and cable broadcasters, as well as the largest digital publishers).

Kelly Abcarian, Senior Vice President, Watch Product Architecture, Nielsen: Nielsen’s client base includes, but is not limited to: Advertisers, Agencies, Broadcast Networks, Cable Networks, Cable Representatives, Cable System Operators, Data Processors, Data Modelers, Government Agencies, Hispanic (Spanish Language) Networks, Hispanic Agencies, Industry Organizations, Internet Companies, Investment Researchers, Local Advertising Agencies, Local Stations, Local Station Representatives, Media Buyers, Placed-Based Networks, Press, Public Broadcasters, Publishers, Regional Cable Networks, Sports Leagues & Teams, Syndicators/Producers, Talent Agents, Universities/Colleges.

Eric Schmitt, Executive Vice President, Communications, TV and Media. Allant: Allant’s clients include the largest TV distributors, network programmers, broadcasters, agencies and advertisers.  The Audience Interconnect® will facilitate hundreds of campaigns totaling more than $200 million in 2015 TV media spend, and we expect robust growth in 2016.  The agencies and F1000 advertisers we support including leading brands in automotive, consumer packaged goods, financial services, telecom and the political category.   Comcast and Charter have been longtime anchor clients, and we support household addressable campaigns at other leading distributors including Dish and other MVPDs.  We have experience with a wide variety of set top box and viewership data, and designed and built the industry’s largest set top box data repository. 

Cathy Hetzel, Rentrak Corporate President: Our national linear television system has 110 national U.S. network clients including CBS, Fox, CW, A&E, Scripps, and Discovery. Rentrak’s clients also include over 160 agencies including each of the five major U.S. agency holding companies, including WPP, Publicis, Omnicom/MediaGroup, IPG, and Dentsu Aegis Network, as well as numerous advertisers. We are the established leader in the ad verticals of automobiles, political, and consumer packaged goods. On the Local side, Rentrak has clients from the biggest TV station groups – CBS, Fox, Tribune, Sinclair, Nexstar Broadcasting Group, Raycom Media, Bonten Media Group, and many others. Overall, more than 465 local U.S. TV stations from 70 station groups in 160 markets. Rentrak’s Video on Demand service has more than 226 U.S. clients and is the industry’s currency in STB Video on Demand audience measurement with 100% market share. We receive On Demand viewing data from more than 55 of the top multichannel video programming distributors, including Comcast, Charter, Cox, Time Warner Cable, AT&T, and DIRECTV. We are also the recognized industry currency for addressable and interactive television.

Leslie Wood, Nielsen Catalina Solutions: We are currently focusing on two groups – direct to advertisers and digital providers, portals and publishers. They tend to be the people who pay for our data. We also sell to media companies and they use our data to create buys. An advertiser, if they buy their data, the agency automatically is included. 

Joan FitzGerald Senior Vice President, Television and Cross Media Service, comScore: comScore clients cross the spectrum of publishers, media brands, advertisers, advertising agencies as well as telecommunications and MVPDs and investment firms.  comScore clients include all major media brands – ESPN, Turner Broadcasting, A&E Networks, CBS, Fox, and NBC Universal to name a few – and all major advertising agency holding companies.  In addition, comScore advertiser clients cross the spectrum of verticals – CPG, financial services, retail, and more.


TV Programming in Europe. Q&A Interview with Koenraad Deridder

Koenraad Deridder, Managing Director at Dekoder, has always dreamed of programming television stations. He started in advertising at Universal McCann as a TV Buyer and later became Head of TV and an account director on clients like Coca Cola, GM or Interbrew (now ABInbev).

He explains his route into television itself, “At UM, I one day wrote a critique of the scheduling of the main commercial channel that got a lot of press coverage. After which the President of Programming (and celebrity TV presenter) got fired.  This was of course also noticed by the management of the second commercial channel in our market, SBS. They asked me to join the channel as Head of Research and Development with the promise that one day I would get the opportunity to program the channel.”

In this fascinating interview, Deridder discusses how programming differs in Europe, what the challenges are in the market, how set top box data is being integrated into the measurement and, looking ahead, how the media landscape could change five years from now.

CW: Where did you go from there?

KD: The opportunity to program the channel came sooner than expected, six months in the job. After a fall in ratings at SBS, I was asked to become President of Scheduling. Though still very inexperienced, I managed to get ratings up quickly, while cutting costs. After this success I was also asked to advice the other SBS stations in Scandinavia and Central Europe and was promoted to President of Programming.

CW: How is programming for a European market unique?

KD: In Europe, local media companies often claim that Europe is different and that this "cultural difference” should be protected. But this argument is mostly used to keep out competition. In my experience, media indeed have to adapt to the local culture and often to the smaller scale. But most business models and management techniques remain valid. I have always found success and enjoyed partnering with American companies.

CW: Tell me about your current projects.

KD: For the Belgian media group Concentra, co-owner of the main newspapers in Belgium, I launched and program the TV channel Acht (channel 8). Ratings wise, it quickly became the number 1 digital station and the number 3 cable station overall. But advertising income was low. In Belgium cable TV was only marketed as a niche add on for advertisers. Not really as a direct competitor and alternative to broadcast.

CW: How did you overcome that challenge?

KD: With a former colleague, we decided at the end of 2011 to launch the sales house Transfer. Not just to sell Acht but also to create a commercial model for cable. We would bundle the offer of different cable stations and prove that cable makes campaigns more efficient e.g. by adding reach. But the broadcasters control the access to the ratings measurement in Belgium. They asked that we –  a start up – would pay as much as the biggest broadcast channel group for this measurement. This of course carried a big financial risk and we looked for a financial partner. We found FOX International Channels willing to become the majority shareholder in our venture.

CW: What about the integration of set top box data in TV measurement?

KD: I the Chairman of Thematics United, an association that is similar to the CAB. It unites Flemish cable channels, Discovery, Disney, Viacom and FOX/Transfer. One of our aims is to change the ratings measurement system, e.g. by integrating set top box data. As a first step, we managed to obtain a seat in the Technical Commission that governs the Belgian ratings measurement.

CW: Looking ahead the next 3-5 years, what do you think the media landscape will look like?

KD: I think that digital will disappear as a separate media category as all media will have gone digital.  Rather nonsensical KPI’s like the % spent in digital will hopefully be replaced by more valuable ones like the number of people identified at the individual level or the products sold in shops a a direct result of a campaign. Also in Europe media planning is moving in that direction with the e.g. the French market leader TF1 launching its One Data offer, combining results in TV, online and in the shops.

I think in general TV has an excellent starting position to remain a dominant medium.

Advertising is now about consumer journeys and even treating clients not just as consumers but as humans with all kinds of interests. TV is the ideal medium to do that. Because this is exactly what TV programmers have always been doing: making sure that their offer fits it with the daily life of the viewer, accompanying the viewers during the whole day, be included in daily life. And TV has always been successful in that respect because it is doing this with what people get excited about, great content.

Certainly thematic channels have an excellent starting position as they combine the scale of TV with specific contexts and content that creates fans.

A final strong point in TV is that our work flow has been digital for a long time. In Belgium we connected all TV sales houses, media agencies, GfK and Nielsen already in 1997. In a daily data flow, we exchange ratings data on the spot level and standardized advertiser data. We can easily add enriched profiles and sales data.  And we can also upgrade our ratings analysis software to analyze that bigger data. In many ways, TV is already more digital than digital.

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