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Local Television Audience Measurement in a D2C World: Key Takeaways and Statistics

Strategic Insights

— 1 min read

As the TV landscape becomes increasingly complex, with various acronyms like CTV, OTT, AVOD, and SVOD defining the new media ecosystem, reliable measurement of local audiences is a pressing issue. The National Association of Broadcasters' conference session on October 10, 2021, explores the new local addressable TV ecosystem, featuring experts from Nielsen, Variety's VIP+, and Prohaska Consulting.

Key Takeaways:

  • Gavin Bridge, Senior Media Analyst at Variety's VIP+, highlighted the growing complexity of the TV landscape, with various digital platforms and new digital privacy rules affecting local video advertising.
  • Brian Fuhrer, SVP, Product Strategy & Thought Leadership at Nielsen, stressed the need for accurate measurement solutions for Subscription Video On Demand and Direct to Consumer offerings.
  • Daniel McDonald, Vice President, Research at the National Association of Broadcasters, emphasized the importance of reliable audience measurement for local broadcasters, highlighting the NAB's Committee on Local Radio Audience Measurement (COLRAM) and Committee on Local Television Audience Measurement (COLTAM) efforts.
  • Scott Bender, Partner, Global Head of Client Strategy at Prohaska Consulting, noted the increasing demand for addressable and data-driven TV advertising, with a focus on local markets.
  • Andrew Wallenstein, President and Chief Media Analyst at VIP+, discussed the changing viewer habits and the need for new metrics to measure media consumption in a multiscreen environment.

Statistics:

  • The number of streaming services has grown exponentially, with over 300 services available in the US, up from just 50 in 2016 (Source: Variety)
  • Subscription Video On Demand (SVOD) revenue is projected to reach $154 billion by 2025, up from $120 billion in 2020 (Source: Deloitte)
  • 70% of consumers prefer TV advertising is more relevant to their interests, but only 47% believe that online ads are relevant to their interests (Source: Nielsen)
  • Local broadcast industry revenue is projected to reach $45 billion by 2025, with a growth rate of 2.5% CAGR (Source: National Association of Broadcasters)
  • 85% of viewers prefer to watch TV content on traditional TV sets, while 22% prefer to watch on smartphones (Source: Variety)

Sources:

  • National Association of Broadcasters' Business of Media Conference website
  • Variety's VIP+ website
  • Prohaska Consulting website
  • Nielsen Global Media website
  • Deloitte's Technology, Media and Telecommunications (TMT) Report (2022)
  • National Association of Broadcasters' Research and Analytics Report (2022)
  • Variety's State of the Industry Report (2022)

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