This is one to keep an eye on as we know radio listeners are moving more and more to smartphone audio listening. It started out with Viacom CEO Philippe Dauman blaming Nielsen, in The New York Times, for not being able to keep up with how consumers watch TV. ?We are in a transitional moment with existing measurement services that have not caught up to the marketplace. They are trying to catch up. I am sure they will eventually catch up. In the meantime, we are not waiting for that.?
Viacom has been dealing with ratings and advertising declines. Dauman said a large portion of the viewing of Viacom networks was through mobile apps, gaming devices, and other platforms that traditional Nielsen ratings do not include. And Dauman tells The Times that about 30 percent of Viacom?s domestic advertising revenue was not dependent on Nielsen ratings, such as sales for mobile apps, personalized advertising, and sponsorships. He expects that to grow to 50 percent in three years. Read the Times article HERE
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