Don’t call it a “Boomerang” effect if Turner sees an immediately positive impact from subscription video on-demand content ratings.
The parent of such cable networks as Adult Swim, Cartoon Network, CNN, HLN, TBS, TNT and truTV has signed on as a subscriber to Nielsen‘s SVOD Content Ratings.
Turner Sports’ coverage is also included in the deal giving Turner access to SVOD Content Ratings — a component of Nielsen Total Audience measurement.
“Viewing to programs on SVOD services is a huge blind spot for the industry and critical to help better understand the total audience picture,” said Howard Shimmel, Chief Research Officer at Turner. “We have an obligation to not only our own brands, but our media partners in providing them a real time look into how audiences are consuming content, where and when. This service will help shine a light into the competitive landscape of SVOD content as well as better inform our programming and distribution decisions.”
With Nielsen SVOD Content Ratings, Turner will have access to syndicated SVOD data, allowing Turner and its networks to compare how their content as well as that of other television networks performs against programs viewed through SVOD services.
In addition, the service uses Nielsen’s national TV Panel to provide demographic and household characteristic data to understand who viewed these programs.
Subscribers of Nielsen SVOD Content Ratings receive measurement of programs at the season and episode level in a manner comparable to linear television data—including ratings, reach, frequency and segmentation reporting.
Eight major television networks and production studios, including A&E Networks, Disney-ABC, Lionsgate, NBCUniversal, and Warner Bros., have already signed on to subscribe to the service.
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