Monday, February 27, 2006

Measuring Audiences and Nielsen Changes

Measuring audiences has seldom been in the news more.

Broadcasting & Cable reports Nielsen is going to include college students in its national TV ratings starting early next year. This "will measure viewing for students living in dorms, sorority and fraternity houses and off-campus apartments," the first time the company has included viewing outside the home. But not bars, offices and restaurants.

Results during tests show college students living away from home watched an average of 24.3 hours of TV per week, which Nielsen estimates could result in as much as 12% higher viewing levels for ages 18-24. This obviously will boost youth-oriented networks and shows. For future research: How do the networks' lineups of 2005, 2006 compare with 2007 and later?

VOD and Live Audiences

Nielsen and Comcast have teamed in a survey on TV viewing in households with video-on-demand services. According to AdAge.com, "The good news for advertisers was that among the most sampled content were shorter videos available for free, like music videos. The not-so-positive news (for advertisers): the most watched programs . . . hailed from advertising-free subscription services such as HBO."

Biggest VOD users: those ages 18-34 and children (2-11). More trials are planned.

Interview With Nielsen's CEO

In an interview in Forbes, Nielsen Media Research CEO Susan D. Whiting talks about some of the challenges facing the company, including measuring minority audiences and audiences using the Internet. In addition to heading Nielsen Media Research, she is executive vice president of Nielsen's Dutch parent, VNU, which means she is spending considerable time outside the U.S..

Whiting, an alumna of Denison University, also touches on Nielsen's 18-month management- training program for graduates just out of college.

Good News for Old Media?

Don't touch that dial, says Marketwatch.com, which reports that some stock analysts are recommending investing in established media companies. Reason? The value of media stocks has fallen almost 6% a year for the last five years. "The quality of these businesses, which in many cases are irreplaceable, and the ability to grow future cash-flows are underappreciated by the market," says Hersh Cohen, who manages the Smith Barney Appreciation Fund.

I'll Take Cricket for $612 Million

If the Olympics didn't convince you of the global reach of sports and the media, how about this? Nimbus won the contract for cable, broadband and direct-to-home rights to carry Indian cricket for four years. It works out to $4.8 million per day for 165 days of cricket. (Some Indian advertisers believe Nimbus paid too much.)

And there is even fantasy league cricket for the upcoming India v. England series.

Tuesday, February 14, 2006

Welcome, Online Conference Guests

Welcome to everyone from the Illinois Online Conference who is checking out the Media Mindsets blog. Media Mindsets is made up a group of faculty members from the College of Communication and Information at Kent State University in Kent, Ohio.

The group is interested in particular in the ways college (and younger) students are using the media with emphasis on changes in media use brought on by the new media and services. The blog is designed primarily to keep members up to date on developments in this burgeoning field.

Sunday, February 12, 2006

Video on Demand

Almost every day brings reports on new technological developments or new services that extend the media beyond what we have traditionally known. And in recent months many of developments have centered on VOD (video on demand).

At a conference in New York last week, AOL Media President Michael Kelly was quoted as saying, "All e-media content will be available on demand in five years."

Just what is video on demand? August Grant and Jennifer Meadows in Communication Technology Update define it as "A pay-per-view television service in which a viewer can order a program from a menu and have it delivered instantly to the television, typically with the ability to pause, rewind, etc." And, of course, there is also online video on demand.

Current content extends from movies on demand to the NBA offering VOD basketball games in China.

TV households with video on demand actually watched more TV than did those without VOD, according to an AdAge Online report on a joint study by Nielsen Media Research and Comcast. Not surprisingly the VOD audience appears to be younger with VOD use high in the 2-11 and 18-34 age groups. Accurate measurement of VOD is particularly difficult, and both Nielsen and Comcast plan more tests.

Also an article in the New York Times this week reported on changes that Nielsen Media Research has made in reporting television viewing in households with digital video recorders (DVRs). Nielsen is now reporting figures for live TV viewing and also for live plus 24 hours and live plus seven days. Which figure do you use in calculating rates for a 30-second commercial?

Olympic snapshot

The first days of the winter Olympics show NBC's Web site is attracting a much larger number of viewers than previous games. Page views were up 63 % from the 2004 summer games and 400% from the Salt Lake City winter games in 2002.

In addition to the daily TV broadcasts, NBC is offering information in a number of packages, according to the Washington Post. A daily podcast with anchor Bob Costas, downloadable through iTunes, is one example. Other business partners include Google and rival ESPN.com

Gracie on convergence

Assistant professor Gracie Lawson-Borders will speak on Media, Technology and Convergence Thursday as the first lecturer in the College of Communication and Information's Distinguished Scholar Series. Lawson-Borders is the author of Media Organizations and Convergence: Case Studies of Convergence Pioneers (Mahwah, N.J.: Lawrence Erlbaum, 2006). She also teaches a class on media convergence.

The speech will be 9:30-11:30 a.m. in Murphy Auditorium in the KSU Museum.

--Joe Harper