At this year’s Advertising Week, the ARF presented a session on measuring content across platforms. CBS’ Radha Subramanyam stated that we are witnessing the beginning of the multi-currency future of audience measurement.
During Advertising Week’s October 20 session dubbed “How to Manage Content Across Platforms,” Radha Subramanyam, Chief Research and Analytics Officer, President CBS Corporation; CBS Vision, was interviewed by Brian Steinberg, Variety’s Sr. TV Editor. Radha’s main points:
- The basics of the audience measurement model have not changed. We still want to know how many people watched for how long. In fact, recent announcements show that even Netflix is moving towards that model. However, these measurements are changing and there is more than one.
- Radha sees value in panel based as well as “big data.” Quality (and accreditation) remain important. She wants quality, third-party data and believes the industry will continue to embrace those standards. There will be no “Wild West” in audience measurement. Right now, she thinks four different audience data companies supply valuable data.
- Going forward Radha predicts we will have more focus on and better data on long-term value, both of content as well as for advertisers who support this content.
The bottom line: we are seeing the beginning of a multi-currency environment and the future will definitely be multi-currency.