Nielsen finally adapts its model to the streaming age- and results are unexpected

The recent introduction of the Nielsen ‘The Gauge’, to provide more accurate monthly figures on viewing, has finally given studios and marketers what they want- a real picture of the state of audience numbers across linear and streaming channels. What it has revealed, however, is slightly unexpected. Where to now for interested advertisers? BLAKE & WANG P.A Entertainment Attorney look into it. 

Brandon Blake- Managing partner at Blake & Wang P.A

The complaints that Nielsen’s traditional methodology don’t match the streaming era have been heavy. Without a proper knowledge of how streaming sits in comparison to linear TV, making smart advertising decisions is near impossible. And with so many streams turning to ad-supported tiers, the lack has been devastating. Finally, we’ve seen Nielsen update its strategies, no doubt in response to the push to direct-to-consumer tactics from major studios. 

The results were surprising. There’s still a staggering 39% of viewers invested in cable TV, although streaming (26%) did pass broadcast (25%). We still see upward of $60 billion spent on linear TV ads annually. Despite some amazing movement towards streaming advertising- including Peacock ad slots surpassing the cost of their NBC equivalents- it’s clear that linear broadcasting is not as dead as many may have taken it to be.

What does this mean for the studios and advertisers who may not have expected such solid numbers? That remains to be seen. Yet there’s one thing for sure. With Nielsen finally providing a robust and more reliable way to stay on top of the key metrics needed to make smart budgetary decisions, the industry as a whole can finally move ahead with growth in mind. 

Will the swing towards streaming eventually overtake cable? It’s difficult to predict. As always, BLAKE & WANG P.A will be there to make sure you always know what’s happening in the film and TV world.