TV Show As Brand
JO HOLZ, NIELSEN • ERIC CAVANAUGH & DAVE KAPLAN, BRAVOCONSUMER 360 2012
#C360
HOW DO WE…
MEASUREBRAND EQUITY?
RELATE ITTO IMPORTANT
OUTCOMES?
USE IT TO MAKE BETTER BUSINESS DECISIONS AND
EVEN DRIVE AD SALES?#C360
HOW DO YOUMEASURE A TV SHOW’S BRAND
EQUITY?#C360
BUZZ VOLUME
WEBSITEVISITS
VIEWERS PERVIEWING
HOUSEHOLD
% OF SHOWS VIEWED
TIME-SHIFTED TV+7
% & UNIQUE VISITORS
STREAMING
#C360
LIVE + 7 RATINGS RANK
BRAND EQUITY RANK
AMERICAN IDOL • FOX1 15MODERN FAMILY • ABC2 7
2 BROKE GIRLS • CBS9 31OFFICE • NBC31 14
WHITE COLLAR • USA48 35VAMPIRE DIARIES • CW59 12
TEEN MOM • MTV76 18TOP CHEF • BRAVO80 19
DANCE MOMS • LIFETIME86 40SOUTH PARK • COMEDY CENTRAL96 5
FROM SCALETO MODEL
#C360
WHAT PREDICTS RATINGS CHANGE?
+7
PLAYBACK
LATER
4-7NUMBER
OF STREAMSTOTAL
DURATION OF
STREAMING
NUMBER OF
UNIQUE VISITORS
NUMBER OF
SESSIONSTOTAL
DURATIONOF
SESSIONS
#C360
WHAT’S NEXT?
#C360
WHAT DID YOU THINK?RATE THIS SESSION
USE THE MOBILE AGENDA:
1. SELECT SURVEY2. FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD:
1. NIELSEN.COM/C360 2. ACCESS THE ATTENDEE ONLY LINKS