A TVNewsCheck webinar about the changing TV ratings scene will feature experts from advertising, broadcasting and the research community addressing how to improve local audience measurement.
Editor’s note: This story has been changed to correct an earlier inaccuracy indicating that all of local TV audience measurement has been unaccredited for the past seven years. In fact, 56 local markets are metered and enjoy ratings accreditation. Another 14, metered in 2016, await accreditation from Media Ratings Council.
TVNewsCheck will present “Audience Measurement at a Crossroads,” a webinar about the potential for more accurate local TV ratings as a result of changes in methodology at Nielsen and rising competition in the field.
Set for Tuesday, Aug. 8, the webinar will explore what broadcasters and ad agencies want from local audience measurement and what research companies are doing to adapt to an increasingly fragmented TV ecosystem.
“There hasn’t been an accredited methodology for measuring local TV audiences in [the 140 markets where diaries are in use] in seven years,” said Harry A. Jessell, TVNewsCheck’s editor, who will moderate the webinar. “Nielsen’s effort to launch a new, electronic platform and efforts by comScore to gain accreditation create the real possibility that local TV ratings will improve significantly in the next few years. This webinar will look specifically at how agencies and broadcasters would like to see the currency they trade upon grow more accurate and effective. We will also be looking ahead, at how audience measurement needs to adapt to changing audience viewing patterns.”
Speaking on the webinar will be Frank Friedman, president of local investment at Publicis; Billy McDowell, VP media analytics at Raycom Media; Kelly Abcarian, SVP product leadership, Nielsen; and Jeff Boehme, SVP TV research at comScore.
Learn more about the webinar and register here.