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CW feels shortchanged by Nielsen, says 20% of audience watching online, on-demand
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David
Jan 13, 2013, 4:06:31 PM1/13/13
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http://www.variety.com/article/VR1118064574/
TCA: CW says net shortchanged by Nielsen
Pedowitz asserts network's young demo watching series via online
portals
By AJ Marechal
Networks that rely on 18-34 year-old viewers are being shortchanged by
Nielsen. So said CW president Mark Pedowitz at the net's Television
Critics Assn. panel Sunday in Pasadena.
"Nielsen missed the boat in the 18-34 demo," Pedowitz said. "They're
just not capturing them."
His comments come just days after NBC Entertainment chairman Robert
Greenblatt noted during his exec sesh that the CW, a network expected
to skew young, actually has a median age of 41.
Pedowitz joked with the journos in attendance that he would like to
give Greenblatt a "shout out" for pointing out that the CW had
broadened out its 18-34 demo, a strategy that has been in place at net
since Pedowitz joined in 2011.
The problem with that median age data, Pedowitz declared, is the CW
draws the 18-34 demo through means other than traditional broadcast.
Young viewers are tuning into shows on their tablets, laptops and
Xboxes instead of grabbing the remote, which has led to Nielsen
ratings that do not completely reflect the numbers, or success, of any
series on the CW.
In fact, according to Pedowitz, 20% of the CW's total viewership comes
from streaming and video-on-demand.
Flaws in Nielsen tracking demos are fodder for most network execs, but
the problem is particularly relevant to the CW, with its tech savvy-
young aud.
Gaining a more complete perspective of the CW's total audience was a
notable goal for the net in 2012, as it inked a measurement contract
with Rentrak.
"We are still experimenting with the new ratings system," Pedowitz
said. "We've been doing a lot of work with Rentrak and TRA (TiVo
Research and Analytics) and discovered, surprisingly with Rentrak,
that all broadcast, in terms of measuring households, is higher than
what Nielsen is reporting. We're about 21% higher."
Pedowitz has high hopes for "Sex and the City" prequel "The Carrie
Diaries," which premieres Monday. The CW is hoping the series draws a
"bimodal" audience, one that includes fans of the original "Sex and
the City" from the 1990s and early 2000s, along with a fresh
generation of "SATC" fans who are discovering the franchise through
"Carrie Diaries."
Pedowitz believes "The Carrie Diaries" can pick up fans of "Gossip
Girl," the long-running series that ended late last year. The CW will
air "The Carrie Diaries" in the same 9 p.m. timeslot.
"We hope 'Carrie Diaries' has just as long a run as 'Gossip Girl',"
Pedowitz said of the series that ran for six seasons.
The CW is looking to continue its digital reach and will continue
offering online-only programming. "Stupid Hype" debuted last year, and
Pedowitz said the CW is developing a toon series for the Web with
Misha Collins ("Supernatural") and a live-action Web series with
Wilson Bethel.
The CW's reality slate, which showed tepid ratings performance in
2012, derives from a need for more original programming during summer.
Strategy of just airing repeats of scripted fare hasn't worked out and
needs to be adjusted, according to Pedowitz.
"'Breaking Pointe' was well received," Pedowitz said. "It did not
deliver the overnight ratings, but it had a strong digital streaming
presence. We look at all those things going forward. 'Oh Sit!' is just
fun. It at times did better than our scripted programming. � We
figured we'd give it a chance."
Vet reality skein "America's Next Top Model," like other unscripted
shows on the slate, is seen as a "utility play" for the CW as
"original programming going from summer into fall." Net plans to
announce two more reality projects, in addition to recently announced
"The Hunt" and "Perfect Score," for this summer.
As for future scripted programming, the CW is eyeing about seven to
eight pilots.
"The Selection" is still in contention, and a script for "Wunderland,"
a modern take on "Alice in Wonderland," is under consideration. The CW
is also developing a spinoff of its hit drama "The Vampire Diaries"
with Julie Plec based on the original vampire family in the show.
Plans for a "Battle Royale" adaptation have been canceled.
TCA: CW says net shortchanged by Nielsen
Pedowitz asserts network's young demo watching series via online
portals
By AJ Marechal
Networks that rely on 18-34 year-old viewers are being shortchanged by
Nielsen. So said CW president Mark Pedowitz at the net's Television
Critics Assn. panel Sunday in Pasadena.
"Nielsen missed the boat in the 18-34 demo," Pedowitz said. "They're
just not capturing them."
His comments come just days after NBC Entertainment chairman Robert
Greenblatt noted during his exec sesh that the CW, a network expected
to skew young, actually has a median age of 41.
Pedowitz joked with the journos in attendance that he would like to
give Greenblatt a "shout out" for pointing out that the CW had
broadened out its 18-34 demo, a strategy that has been in place at net
since Pedowitz joined in 2011.
The problem with that median age data, Pedowitz declared, is the CW
draws the 18-34 demo through means other than traditional broadcast.
Young viewers are tuning into shows on their tablets, laptops and
Xboxes instead of grabbing the remote, which has led to Nielsen
ratings that do not completely reflect the numbers, or success, of any
series on the CW.
In fact, according to Pedowitz, 20% of the CW's total viewership comes
from streaming and video-on-demand.
Flaws in Nielsen tracking demos are fodder for most network execs, but
the problem is particularly relevant to the CW, with its tech savvy-
young aud.
Gaining a more complete perspective of the CW's total audience was a
notable goal for the net in 2012, as it inked a measurement contract
with Rentrak.
"We are still experimenting with the new ratings system," Pedowitz
said. "We've been doing a lot of work with Rentrak and TRA (TiVo
Research and Analytics) and discovered, surprisingly with Rentrak,
that all broadcast, in terms of measuring households, is higher than
what Nielsen is reporting. We're about 21% higher."
Pedowitz has high hopes for "Sex and the City" prequel "The Carrie
Diaries," which premieres Monday. The CW is hoping the series draws a
"bimodal" audience, one that includes fans of the original "Sex and
the City" from the 1990s and early 2000s, along with a fresh
generation of "SATC" fans who are discovering the franchise through
"Carrie Diaries."
Pedowitz believes "The Carrie Diaries" can pick up fans of "Gossip
Girl," the long-running series that ended late last year. The CW will
air "The Carrie Diaries" in the same 9 p.m. timeslot.
"We hope 'Carrie Diaries' has just as long a run as 'Gossip Girl',"
Pedowitz said of the series that ran for six seasons.
The CW is looking to continue its digital reach and will continue
offering online-only programming. "Stupid Hype" debuted last year, and
Pedowitz said the CW is developing a toon series for the Web with
Misha Collins ("Supernatural") and a live-action Web series with
Wilson Bethel.
The CW's reality slate, which showed tepid ratings performance in
2012, derives from a need for more original programming during summer.
Strategy of just airing repeats of scripted fare hasn't worked out and
needs to be adjusted, according to Pedowitz.
"'Breaking Pointe' was well received," Pedowitz said. "It did not
deliver the overnight ratings, but it had a strong digital streaming
presence. We look at all those things going forward. 'Oh Sit!' is just
fun. It at times did better than our scripted programming. � We
figured we'd give it a chance."
Vet reality skein "America's Next Top Model," like other unscripted
shows on the slate, is seen as a "utility play" for the CW as
"original programming going from summer into fall." Net plans to
announce two more reality projects, in addition to recently announced
"The Hunt" and "Perfect Score," for this summer.
As for future scripted programming, the CW is eyeing about seven to
eight pilots.
"The Selection" is still in contention, and a script for "Wunderland,"
a modern take on "Alice in Wonderland," is under consideration. The CW
is also developing a spinoff of its hit drama "The Vampire Diaries"
with Julie Plec based on the original vampire family in the show.
Plans for a "Battle Royale" adaptation have been canceled.
Lord Vader III
Jan 14, 2013, 8:13:02 AM1/14/13
to
On 1/13/2013 3:06 PM, David wrote:
> http://www.variety.com/article/VR1118064574/
>
> TCA: CW says net shortchanged by Nielsen
> Pedowitz asserts network's young demo watching series via online
> portals
> By AJ Marechal
>
> Networks that rely on 18-34 year-old viewers are being shortchanged by
> Nielsen. So said CW president Mark Pedowitz at the net's Television
> Critics Assn. panel Sunday in Pasadena.
>
> "Nielsen missed the boat in the 18-34 demo," Pedowitz said. "They're
> just not capturing them."
This just shows another problem with the CW. The CW president is
> http://www.variety.com/article/VR1118064574/
>
> TCA: CW says net shortchanged by Nielsen
> Pedowitz asserts network's young demo watching series via online
> portals
> By AJ Marechal
>
> Networks that rely on 18-34 year-old viewers are being shortchanged by
> Nielsen. So said CW president Mark Pedowitz at the net's Television
> Critics Assn. panel Sunday in Pasadena.
>
> "Nielsen missed the boat in the 18-34 demo," Pedowitz said. "They're
> just not capturing them."
clueless about the main function of the Nielsen ratings. The Nielsen
ratings estimate how many people are watching LIVE TV so networks and
advertisers have something to work with when agreeing on advertising
rates. If 18-34 year olds are watching CW shows online, advertisers
don't want those numbers counted as those viewers won't be seeing their
advertisements.
LVIII
Obveeus
Jan 14, 2013, 8:19:06 AM1/14/13
to
to different metrics/measurement systems if they want to quantify that value
with advertisers.
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