VideoAmp Wants to Measure TV Audiences Second-By-Second With New Technology
variety.comBrian Steinberg Senior TV Editor In a world where TV viewers switch from a TV screen to a mobile one in an instant, every second counts.
VideoAmp, one of a group of measurement companies that has worked with TV networks to devise measuring technologies that can serve as an alternative to Nielsen’s, is releasing a new product that will give advertisers and media companies the ability to examine viewership on a second-by-second basis.
With the new concept at their disposal, says Josh Chasin, VideoAmp’s chief measurability officer, advertisers might determine exactly which position in a commercial break would be the most advantageous to have, or discover whether having additional commercials in the same program drives more reach among viewers. “You can get to average second or exact second, and you can know your actual spot delivery,” says Chasin, in an interview. “Maybe they owe you make-goods if you ran in the first minute and the don’t owe you make-goods if you ran in the last.
It’s important.” The introduction of the new counting mechanism is the latest push to get to more granular measurement of audiences for TV programs as the way people watch them is in flux.
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