tv show as brand jo holz, nielsen eric cavanaugh & dave kaplan, bravo consumer 360 2012

TV Show As Brand

JO HOLZ, NIELSEN • ERIC CAVANAUGH & DAVE KAPLAN, BRAVOCONSUMER 360 2012

#C360

HOW DO WE…

MEASUREBRAND EQUITY?

RELATE ITTO IMPORTANT

OUTCOMES?

USE IT TO MAKE BETTER BUSINESS DECISIONS AND

EVEN DRIVE AD SALES?#C360

HOW DO YOUMEASURE A TV SHOW’S BRAND

EQUITY?#C360

BUZZ VOLUME

WEBSITEVISITS

VIEWERS PERVIEWING

HOUSEHOLD

% OF SHOWS VIEWED

TIME-SHIFTED TV+7

% & UNIQUE VISITORS

STREAMING

#C360

LIVE + 7 RATINGS RANK

BRAND EQUITY RANK

AMERICAN IDOL • FOX1 15MODERN FAMILY • ABC2 7

2 BROKE GIRLS • CBS9 31OFFICE • NBC31 14

WHITE COLLAR • USA48 35VAMPIRE DIARIES • CW59 12

TEEN MOM • MTV76 18TOP CHEF • BRAVO80 19

DANCE MOMS • LIFETIME86 40SOUTH PARK • COMEDY CENTRAL96 5

FROM SCALETO MODEL

#C360

WHAT PREDICTS RATINGS CHANGE?

+7

PLAYBACK

LATER

4-7NUMBER

OF STREAMSTOTAL

DURATION OF

STREAMING

NUMBER OF

UNIQUE VISITORS

NUMBER OF

SESSIONSTOTAL

DURATIONOF

SESSIONS

#C360

WHAT’S NEXT?

#C360

WHAT DID YOU THINK?RATE THIS SESSION

USE THE MOBILE AGENDA:

1. SELECT SURVEY2. FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD:

1. NIELSEN.COM/C360 2. ACCESS THE ATTENDEE ONLY LINKS