TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.

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Presentation transcript:

TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER

#C360

HOW DO WE… MEASURE BRAND EQUITY? RELATE IT TO IMPORTANT OUTCOMES? USE IT TO MAKE BETTER BUSINESS DECISIONS AND EVEN DRIVE AD SALES? #C360

HOW DO YOU MEASURE A TV SHOW’S BRAND EQUITY? #C360

BUZZ VOLUME WEBSITE VISITS VIEWERS PER VIEWING HOUSEHOLD % OF SHOWS VIEWED TIME-SHIFTED TV +7% & UNIQUE VISITORS STREAMING #C360

LIVE + 7 RATINGS RANK BRAND EQUITY RANK AMERICAN IDOL FOX 1 15 MODERN FAMILY ABC BROKE GIRLS CBS 9 31 OFFICE NBC WHITE COLLAR USA VAMPIRE DIARIES CW TEEN MOM MTV TOP CHEF BRAVO DANCE MOMS LIFETIME SOUTH PARK COMEDY CENTRAL 96 5

FROM SCALE TO MODEL #C360

WHAT PREDICTS RATINGS CHANGE? +7 PLAYBACK LATER 4-7 NUMBER OF STREAMS TOTAL DURATION OF STREAMING NUMBER OF UNIQUE VISITORS NUMBER OF SESSIONS TOTAL DURATION OF SESSIONS #C360

WHAT’S NEXT? #C360

WHAT DID YOU THINK? RATE THIS SESSION USE THE MOBILE AGENDA: 1.SELECT SURVEY 2.FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD: 1.NIELSEN.COM/C360 2.ACCESS THE ATTENDEE ONLY LINKS