Not impossible and probably the future
Combining viewership results of linear TV and Connected TV (CTV) to report a single metric is a complex task, but it is feasible and increasingly relevant in today’s fragmented media landscape. This integration, however, involves several considerations:
Measurement Differences: Linear TV traditionally uses metrics like Gross Rating Points (GRPs) or Target Rating Points (TRPs), based on samples of audiences (like Nielsen ratings in the U.S.). CTV, on the other hand, often uses digital metrics such as impressions, unique viewers, or completion rates. These different methodologies need to be harmonized for a unified metric.
Data Integration: Combining data from linear and CTV sources requires a robust data integration strategy. This involves aligning data formats, ensuring data quality, and possibly using advanced data analytics tools to merge and interpret the data coherently.
Standardization: There’s a need for industry-wide standardization in measurement practices. This includes agreeing on common definitions (what constitutes a view, for instance) and metrics that can be applied across both platforms.
Privacy and Compliance: With increasing concerns about data privacy, any combined measurement approach must comply with regulations like GDPR in Europe or CCPA in California. This affects how viewer data can be collected, stored, and used.
Technological Advancements: The use of Artificial Intelligence (AI) and Machine Learning (ML) in analyzing big data can play a significant role in combining these metrics. These technologies can help in predicting viewer behavior, understanding cross-platform engagement, and providing more accurate measurements.
Cross-Platform Behavior Understanding: It’s crucial to understand how audiences move between linear TV and CTV. This involves studying user behavior, preferences, and engagement patterns across platforms.
Adaptation to Market Trends: The media landscape is rapidly evolving with new streaming services and changing consumer habits. Any combined metric system needs to be flexible and adaptive to these changes.
Industry Collaboration: Broadcasters, advertisers, and technology providers need to collaborate to develop a unified measurement system. This involves sharing data, technology, and best practices.
In conclusion, while combining viewership results from linear TV and CTV into one metric presents challenges, it is a necessary evolution in the media industry. It requires a blend of technological innovation, data integration, standardization, and industry collaboration. The result would be a more holistic view of viewer behavior and media consumption, benefiting broadcasters, advertisers, and content creators alike.
