New“Fronting” 2016
Applying “Meaningful” Comparable Metrics To
Ad Tech’s “Big” Claims During The 2016 NewFronts
Urban Dictionary Defines “Fronting”
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Many “Big” Claims Were Made By Ad-Tech Platforms Around This Year’s
Digital Content NewFronts
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However, Marketers Need To Keep A Few Things In Mind When They Hear
Seemingly Impressive Stats Mentioned In Comparison To Television
Ad-Tech Platforms
Television
Unique Viewers
Average Audience
(rating)
Video / Page Views
Average Audience
(rating)
Streams
Average Audience
(rating)
Global Stats
U.S. Audience
First Party Unaudited Data
Third Party Audited Data
(universe)
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Therefore, Comparable Metrics Should Be Utilized To Level The
Playing Field Across Screens & Platforms
To create a singular language for comparison purposes, metrics commonly associated with
only one type of content – such as video starts, page views or streams – need be set aside in
favor of measurements that are equally applicable across media.
So what are these equally applicable measurements?
•
Unique Audience (Reach): the number of adults who view a given platform or piece of
content during a specified time period (daily, weekly, monthly)
•
We’d stress audience over reach % since a percentage can vary based on the universe
•
Average Time Spent Per Visitor / Viewer: the measure of time spent engaging with each
platform or piece of content by person during a specified time period
•
Total Minutes Spent: the measure of total time spent engaging with each platform or
piece of content by everyone who has engaged with it during a specified time period
•
Average Audience: the measure of adults engaging with each platform or piece of
content in an average minute during a specified time period
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Ultimately, “Average Audience” Is A Dynamic Comparable Metric That
Can Equivilize Relative Scale Across Platforms & Programs
Average Audience is a formula that takes into consideration three critical measurements
that are applicable across media – unique audience, average minutes viewed and total
minutes.
Here’s the formula:
First Step:
Unique Audience
X
Average Minutes Viewed/Per Visitor
=
Total Minutes Viewed
=
Average Audience
Second Step:
Total Minutes Viewed
/ Total Minutes In Measured Time Period
(ex. 44,640 in a 31-day month)
In our analyses, “average audience” is factored based on a 24-hour day for digital properties since they’re “always on” and the average during the
totality of time that a network or program is on the air
To an advertiser, scale of available customers and driving those customers into sales channels on
any given day, in any given minute is what matters and this relative scale (reach + time spent) is
the key denominator in being able to drive enough traffic into the sales channel every day.
*“Average Audience” is also a key metric used in the “How Long” section of Nielsen’s Quarterly Comparable Metrics Report
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Applying Comparable Metrics To Many Of The Ad-Tech Platforms Who
Made Proclamations During The Digital Content NewFronts
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TV Brands Vs. Ad-Tech Platforms
An Audience Comparison
Note: Machinima, Studio71 and StyleHaul are not measured in comScore mediametrix, however as MCNs it’s estimated that the majority of their
video views come from YouTube. These MCNs, in turn, would make up a fraction of the reach, time spent and audience for YouTube overall.
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Many Ad-Tech Platforms Falsely Claim Reach That Rivals Television Brands
Most of Ad-Tech’s claims around “bigness” center on one metric – one time only reach – which TV
continues to dominate
A18+ Monthly Unique Reach (000)
Ad-Supported TV Brands Vs. Ad-Tech Platforms
240,542.0
Multiscreen (TV + online)
195,489.9
195,024.1 193,852.9
164,528.7
118,249.4
103,490.6
81,589.6
74,707.7 73,063.0
49,283.1
38,823.8 34,971.8
33,960.5 32,698.0
24,150.6 20,749.4 20,335.2
12,748.9
7,237.0
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen NPower / R&F Program Report, Live + SD, Total Day. March 1-31, 2016;
A18+. TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech
platforms like AOL & Yahoo! include all sites measured under their property designation in comScore.
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5,626.1
But Reach Is Only Part Of The Story…Commitment Metrics Like “Time Spent”
Is Where Ad-Tech’s Audience Claims Really Fall Apart
Comparing TV Brands’ “Drive-In” Commitment Levels To Ad-Tech Platforms’ “Drive-Thru” Experiences
A18+ Monthly Average Minutes Per Viewer/Visitor
Ad-Supported TV Brands Vs. Ad-Tech Platforms
Multiscreen (TV + online)
5,772.3
Less than the length of one hour-long TV episode over the course of a month
956.3
536.8
289.4
222.1
192.9
123.0
74.5
66.5
47.1
45.5
23.1
21.9
18.1
13.9
9.1
9.0
7.0
6.8
5.9
2.9
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18+.
TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech
platforms like AOL & Yahoo! include all sites measured under their property designation in comScore.
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Therefore, Ad-Tech Platforms Do Not Have Anywhere Near The Audience
Scale That TV Brands Deliver During Any Given Minute
To an advertiser, scale of available customers and driving those customers into sales channels on
any given day, in any given minute is what matters and this relative scale (reach + time spent) is the
key denominator in being able to drive enough traffic into the sales channel every day.
A18+ Average Audience (000)
Ad-Supported TV Brands Vs. Ad-Tech Platforms
Multiscreen (TV + online)
31,104.1
4,187.8
2,345.2
1,256.7
447.2
325.7
245.0
63.4
40.1
36.9
34.6
15.3
15.0
12.1
10.5
9.6
7.9
5.0
3.8
1.3
2.3
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18+.
“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and TV. TV Brands include linear TV and TVrelated websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites
measured under their property designation in comScore.
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TV Brands Also Deliver More Millennials Than Any Ad-Tech Platform
A18-34 Monthly Unique Reach (000)
Ad-Supported TV Brands Vs. Ad-Tech Platforms
73,186.6
71,452.1
69,772.9 69,001.2
Multiscreen (TV + online)
57,227.2
51,190.2
48,634.0 47,888.9
32,220.6
30,704.4
24,629.5
22,296.1
17,637.1 17,297.4
15,207.5
12,188.3
10,598.2 10,016.0
6,399.0
3,216.1
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen NPower / R&F Program Report, Live + SD, Total Day. March 1-31, 2016;
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A18-34. TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech
platforms like AOL & Yahoo! include all sites measured under their property designation in comScore.
3,162.5
Millennials Spend Much More Time With TV Brands Than They Do With Any
Ad-Tech Platform
Comparing TV Brands’ “Drive-In” Commitment Levels To Digital Platforms’ “Drive-Thru” Experiences
A18-34 Monthly Average Minutes Per Viewer/Visitor
Ad-Supported TV Brands Vs. Ad-Tech Platforms
Multiscreen (TV + online)
3,374.1
1,071.6
755.0
Less than the length of one hour-long TV episode over the course of a month
279.4
240.0
184.4
147.7
90.7
64.0
55.8
28.8
27.0
20.3
18.2
8.3
7.6
7.5
7.4
7.2
4.4
2.6
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18+.
TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms
like AOL & Yahoo! include all sites measured under their property designation in comScore.
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Therefore, Ad-Tech Platforms Do Not Have Anywhere Near The Millennial
Audience Scale That TV Brands Deliver During Any Given Minute
A18-34 Average Audience (000)
Ad-Supported TV Brands Vs. Ad-Tech Platforms
Multiscreen (TV + online)
5,531.8
1,674.9
1,208.5
320.4
285.0
160.9
37.0
34.4
29.0
24.8
19.0
6.5
5.4
4.6
4.3
3.7
3.0
3.0
2.0
1.4
0.6
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18-34.
“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and TV. TV Brands include linear TV and TVrelated websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites
measured under their property designation in comScore.
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Ad-Tech Platforms Vs. TV Programs
An “Any Given Minute” Audience Comparison
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Only One Ad-Tech Platform Would Rank Within The Top 200 TV Programs
On Average Audience
Where Would Ad-Tech Platforms Rank Among Ad-Supported TV Programs?
Based on A18+ Average Audience
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen Npower, Live + SD, Total Day, March 1-31, 2016; A18+.
“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and across program run time for TV.
Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites measured
under their property designation in comScore.
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Platforms Vs. Programs: If Ad-Tech Platforms Were TV Programs, Where
Would They Rank in Average Audience?
Even the most popular ad-tech platforms deliver average audiences that would lead to program
cancellations on TV networks, while other ad-tech platform’s average audiences are on par with
overnight and early morning paid TV programming
A18+ Average Audience (000) Comparison
Popular Ad-Tech Platforms Vs. Comparable Ad-Supported TV Programs
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen Npower, Live + SD, Total Day. March 1-31, 2016; A18+.
“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and across program run time for TV.
Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites measured
under their property designation in comScore.
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Only Two Ad-Tech Platforms Would Rank Within The Top 200 TV Programs
On Average Audience Against Millennials
Where Would Ad-Tech Platforms Rank Among Ad-Supported TV Programs?
Based on A18-34 Average Audience
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen Npower, Live + SD, Total Day, March 1-31, 2016; A18-34. “Average
Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and across program run time for TV. Digital platform
measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites measured under their property
designation in comScore.
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Platforms Vs. Programs: If Ad-Tech Platforms Were TV Programs, Where
Would They Rank in Average Audience Against Millennials?
In many instances, older-skewing, “off-target” TV programming actually deliver higher Millennial average
audiences than the more targeted ad-tech platforms
A18-34 Average Audience (000) Comparison
Popular Ad-Tech Platforms Vs. Comparable Ad-Supported TV Programs
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen Npower, Live + SD, Total Day. March 1-31, 2016; A18-34.
“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and across program run time for
TV. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites
measured under their property designation in comScore.
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