audience measurement – Media & Communications Policy

Television is experiencing its most consequential and captivating period of the year, a span of several weeks that began with the Golden Globe Awards, Grammy Awards, the Super Bowl – the most watched event in the world – and continues through the Winter Olympics, March Madness, the Academy Awards (Oscars), and the World Cup.

It is a time when millions of Americans and those across the globe gather in front of their TV sets for must-see communal rituals, while thousands more have spent the last few weeks seeking the best buys on big-screen TVs to upgrade their home theaters. The annual January surge in TV sales is more than a seasonal trend; it is a tangible vote of confidence from consumers who see television as the undisputed hearth of the modern home.

The American TV market is changing before our very eyes, presenting viewers, creators, and advertisers an unprecedented degree of choice, convenience, and competition. We are witnessing a platinum age of television, where an alluring array of movies, sports, and specials is accessible on our phones, tablets, and computers, available anytime and anyplace, on demand. Though we now refer to it as “video,” at its essence it remains television, and we just cannot get enough of it.

But, for traditional TV broadcasters, these changes are both a blessing and a bane. A blessing because more people are watching more video than ever before. A bane because more people are viewing that video through non-traditional media, which represents an evolving societal shift.

Tag: audience measurement

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