I read with interest the article on Nielsen’s new measurement statistics (MediaDailyNews, Nielsen Sings New Ratings Tune: 'We Can Be Heroes, Not Just For One Day', September 26th, 2007) and I was surprised to think that the new numbers to be provided will be the unduplicated reach for the new show “Heroes” on NBC. This will certainly be very important but some additional research will also be enlightening:
It would be interesting to know:
- How many viewers will watch it twice
- How many households will be counted only once, even though different family members will view it during the first airing and others the second airing
Since we know that every impression received by a viewer adds additional value and marketing ROI to the brand and their advertisers, just providing the unduplicated reach won’t tell the whole story. Secondly it will be interesting to see how this will work when we finally get commercial viewership which is what the advertisers really care about.
Comments