Nielsen to Begin Counting Mobile Viewing Audiences in TV Ratings

October 30, 2013 Leave a comment

Nielsen to Begin Counting Mobile Viewing Audiences in TV Ratings

By Andy Fixmer – Oct 28, 2013

Nielsen, the provider of television ratings used to calculate payments by advertisers, will begin counting some mobile viewing of shows as broadcast and cable networks make more programs available online. TV shows that are viewed through some digital formats and within certain time frames will be counted starting in the TV season that begins in September 2014, the company, part of Nielsen Holdings NV (NLSN), said today in a blog post.The move gives TV networks a way to aggregate viewing on various screens, providing a fuller count as traditional audiences are fragmented by Web-connected sets, tablet computers and smartphones. Nielsen ratings help to determine billions of dollars in advertising payments.

“This unified encoding approach for video enables measurement to follow content across screens and ad models,” Megan Clarken, a Nielsen executive vice president, said in the blog post.

Nielsen will use digital markers to track shows viewed online, working with data providers such as Facebook Inc. (FB) Some viewing won’t be eligible for Nielsen’s TV ratings because too much time has elapsed for credit, the shows carry so-called dynamic ads that are inserted in real-time and target viewers like Web ads, or the content originated online. Those will be measured separately through Nielsen Digital Ratings.

Through four weeks of this year’s TV season, broadcast network audiences have climbed 2.4 percent to an average 8.2 million viewers a night in prime time, according to Nielsen data. Viewers ages 18 to 49, a group sought by advertisers, are little changed during the same time period.

Nielsen, based in New York, was little changed at $39.04 in New York on Oct. 25. The stock has increased 28 percent this year.

To contact the reporter on this story: Andy Fixmer in Los Angeles at afixmer@bloomberg.net

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Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (www.heroinnovator.com), the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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