Lost Producers "Peeved" at Nielson Ratings; Jimmy Kimmel Fights Back
In a "3 Minute Ad Age Lineup" Carlton Cuse, the creator of Lost is seen speaking out against the Nielson Ratings System.
http://adage.com/brightcove/lineup.php?lineup=1266084202
Cuse says that the Nielson ratings show Lost losing steam on television but in reality there are 3 million people screening Lost online, countless iTunes downloads of the show, 2.5-3 million people using Digital Video Recorders to view Lost and many people buying the Lost DVDs.
Are Nielson ratings flawed in this age of technology? Even when media planners use Nielson ratings to decide what spots to buy nationally and locally, how do you factor in DVRs and the ability to fast-forward through commercials? New technology is making it harder and harder these days to predict the results your media plan will hold- as if it was predictable in the first place!
Jimmy Kimmels a giver, though, and wants to do something to help advertisers and make his show more profitable. Yahoo! News reports that Jimmy Kimmel's late night show is going to "revive" live TV commercials in May. He is following in the footsteps of Jay Leno, who advertised Garmin navigation systems live on the air. Yahoo! reports that ad buyers are interested and intrigued by the plan. David Barrington, the executive VP and managing director of video investments at Havas' MPG feels that this idea will be beneficial for advertisers as long as the brand fits the feel of the show.
I think this is a great way to overcome some of the concerns that technology have put upon media buyers and advertisers. Bringing back some of the "old school" Johnny Carson methods of advertising may just be the thing we need to get television back into one of the top advertising mediums.
Yahoo! News article about Jimmy Kimmel can be found here: http://news.yahoo.com/s/nm/20080415/tv_nm/kimmel_dc;_ylt=AjQCrLJkUR9dUiWO3_WJENJxFb8C
posted by Courtney Kline @ 6:46 PM
1 Comments
1 Comments:
I think this post involves some really interesting concepts. New technologies in the way that people view their favorite television shows are definitely impacting advertising and audience measurement. Although the producers of Lost have a good point, Nielson ratings are still helpful from an advertising perspective. The ratings can be used for identifying and reaching targets who are still tuning in to watch TV shows regularly. The ratings may not accurately represent the popularity of the shows, but they are representative of how the people watching the shows use media.
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