Ratings for Viacom networks, a group that includes Comedy Central, MTV, Spike and Nickelodeon, have dropped in the fourth quarter, and according to CEO Philippe Dauman, he knows just who the culprit is.

Viacom ratings dipped 15 percent in the quarter ending this September and domestic ad sales have fallen 5 percent. Dauman says that these declining numbers are partly due to how Nielsen measures their viewers - in a way that just doesn’t match their viewing habits.

Though Viacom is certainly not the first media company to express this frustration, it may be especially true for its channels. Dauman adds that Viacom viewers tend to watch on mobile apps, gaming devices and branded online platforms - all outlets that are not typically measured by Nielsen in daily ratings. Networks like Comedy Central and MTV often offer full episodes online, creating a viewership that may never see a single show on air but become devoted fans through websites and apps.

“We are in a transitional moment with existing measurement services that have not caught up to the marketplace,” said Dauman on a conference call. “They are trying to catch up. I am sure they will eventually catch up. In the meantime, we are not waiting for that.”

In regard to ad sales, Dauman says that roughly 30 percent of ad revenue is through non-Nielsen platforms, like mobile apps and sponsorships. In the future, he plans on increasing its dependence on off-air ad sales up to 50 percent in order to rely less on Nielsen numbers. This became especially important after Nielsen admitted to a glitch that affected nearly all of this fall’s broadcast premieres, making many other networks express frustration at the measurement company.

Read more at The New York Times.

Brief Take: The Viacom chief is not the only one questioning Nielsen’s ratings system, and as falling ratings continue to affect ad sales, more media groups look to alternate revenue potential and seek multiplatform ratings Nielsen has promised will come soon.

[Image courtesy of Viacom]

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