“On TELEVISION & & Video” is a column exploring opportunities and difficulties in sophisticated TV and video. Todays column is by Brian Kim, CEO at Relo Metrics.
Everyone knows the old adage, nobody gets fired for buying IBM. In the television or sport industry, up until recently, the very same could have been stated for the decision to work with Nielsen.
The measurement giants recent loss of its Media Rating Council accreditation, and the aggravation over its ratings service, marks completion of Nielsens dominance of broadcast audience tracking. But it heralds an opportunity for a more transparent and digital-minded option. And the clearest opportunity remains in the field of sports sponsorship measurement, which has been held back by ineffective metrics and a lack of transparency.
Nielsens options have actually always rested on its projection of core broadcast scores from its panel of 40,000 households. In our multichannel media landscape, Nielsens focus on traditional TV and panel-based services misses out on a big piece of the sports measurement pie, leaving brands with an incomplete photo of the value of their sponsorship investments.
Twenty-odd years earlier, an entire household may have gladly sat down to view an essential video game– the U.S. Open final, for example– in its totality on that channel. Today, consuming live sports occasions like that is the exception, rather than the rule.
Nielsen said it plans to release a cross-channel audience measurement with its Nielsen One item. Its late already and lots of brand names have actually lost self-confidence in the companys capability to come up with a solution.
Brand viewability, the key to sports sponsorship measurement
With the current antiquated model, theres a chance to rethink sponsorship measurement requirements around responsibility, openness and data.
This will need agreement on a common measurement metric all stakeholders can access, rather than accepting one companys black box system. Sponsorship worths must be much easier for rights holders and brand names to benchmark and track performance across a range of partners, and not completely different vendor by vendor.
The holy grail for marketing measurement is to measure brand name lift, awareness, impact and ultimately sales. But first we should get the basics right, such as brand name viewability during sports events, which is a different monster than tracking product positionings or ads served throughout a TELEVISION broadcast.
Look no more than the success in online advertising over the last 10 years. In the early years of digital marketing, the market was consumed with the measurement of clicks on advertisements, which created an incorrect sense of ROI.
In reaction, the biggest media spenders in the industry came together to define a more standardized, reputable technique to measurement tied to the viewability of digital advertisements. The result was a new standard figuring out whether an advertisement was noticeable to the user, not fired off listed below the fold or obscured by other content on the page.
This method caused an explosion of growth, and digital marketing boasts a market of $300 billion and still growing at double-digit growth rates each year. Tv marketing has an unfavorable growth rate due to the pandemic, but was anticipated to grow by only a couple of points even in pre-pandemic forecasts.
For everybody on the planet of sports, isnt it time to standardize around a comparable viewability metric so that sports, developers and brand names organizations can capitalize and grow on this new wave of multi-screen users, not be relegated to antiquated linear TELEVISION ratings?
A brand-new metric would likewise integrate sponsorship reach and prominence on social feeds. Nike can tally the high sales of the blue and red tennis set used by Emma Raducanu, the British teen who barely received the U.S. Open, then went on a Cinderella go to win the tournament. Nike would, no doubt, be eager to track its brand presence throughout social channels during the event.
I think sports sponsorship marketing is at a tipping point. If we as a market do not grab the opportunity to overhaul standards and systems of measurement, there is a possibility that our organizations might become as outdated as a cassette gamer. We require to improve our services, or risk being a footnote in Wikipedia.
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The measurement giants recent loss of its Media Rating Council accreditation, and the aggravation over its rankings service, marks the end of Nielsens dominance of broadcast audience tracking. And the clearest opportunity is in the field of sports sponsorship measurement, which has been held back by inefficient metrics and a lack of openness.
Today, consuming live sports occasions like that is the exception, rather than the guideline. I think sports sponsorship marketing is at a tipping point. If we as an industry dont grab the chance to overhaul requirements and systems of measurement, there is a possibility that our businesses may end up being as obsolete as a cassette player.