According to Rich Thomas, VP & General Manager for All Media Design Group, “The shift to Comscore and impressions is an ongoing transition to a new currency. Any change, especially in media, can be difficult at first, but the industry is clearly headed towards impressions-based buying and audience measurement instead of ratings.”
Comscore’s television measurement is based on passive measurement from 75+ million TVs so it is stable, reliable and predictable. Advertisers can move beyond age and gender and look at audience metrics based on a client’s targeted consumer profile allowing both the buy-side and sell-side to truly value niche audiences. Comscore measures detailed household attributes like income, education, home ownership, ethnicity, auto intenders and standard demographics to improve media effectiveness and efficiencies.
Traditional television viewing has become fragmented. The ability to accurately target specific audiences has become more difficult and rating points have become less effective at measuring the success of a campaign or providing future insights.
of marketers agree that “Over the next 3 years, I believe the industry will significantly shift from traditional buying (GRPs) to an audience-based TV buying approach.”
agree that “Audience-based buying can increase sales.”
The Results
Impressions-Based Buying allows advertisers to look at the media landscape with a more thorough, detailed look at audiences for smarter and cost-effective media planning and buying. It also allows for better audience estimates and faster, more accurate post performance that reflects how viewers are watching.
Unexpected Enhancements: Fewer Zero’s:
“Comscore increases the volume or pool of impressions in your media buys and gives value to nearly all programming…eliminating those zero cells.” - Rich Thomas
Traditional television measurement relies on a panel or sample of respondents for measurement that reports some programming produced zero audience which potentially leads to erroneous conclusions on audience size or demographics.