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« Blake's novel | Main | Thirty Galleys »

Newspaper fraud, tv ratings

Two interesting ideas at the same time this week.

First, after a bazillion years, Nielsen announces that they will start to rate the viewership of commercials. The obvious question, "why wait so long?" The answer is that the networks are a critical client of Nielsen, and the last thing in the universe they want is to rate commercials. The surprising thing is that many advertisers don't want the ratings either. Why? Because as soon as you measure, you need to admit you failed. So you need to tell your boss you wasted a few million dollars...

Second, Doug Karr writes in to take newspapers and the Audit Bureau of Circulation to task for the changing standards in newspaper ratings. The numbers are a lot less strict... and a lot softer... than they were a decade or two ago, he reports.

Measurement is always tricky, because people believe what they want to believe and find the numbers to back it up. In both cases, we're seeing how advertisers and media companies are complicit at weaving a story that doesn't really hold up. How many "hits" did your web page get last week? And what, exactly, does that mean?

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Listed below are links to weblogs that reference Newspaper fraud, tv ratings:

» Newspaper fraud, tv ratings from WebMetricsGuru
Had no idea that TV Commercials were never measured for audience effectiveness - Seth Godin says they haven't been and both the Networks and the Advertisers don't want commercials measured that way. Measurement is always tricky, because people be... [Read More]

» Numbers always confirm! from On Shayan's Mind
You have seen it done. Hell, you might have even done it yourself. Find the one metric that confirms what you already believe and use that one. Even sometimes massaging it a little bit so it hits the bulls eye. And we tend to put on blinders about all ... [Read More]

» Confirmation bias in TV and newspapers from The Bell Curve Scar
Godin has drawn an interesting conclusion from two developments this week in the media industry: Measurement is always tricky, because people believe what they want to believe and find the numbers to back it up. In both cases, were seeing ho... [Read More]

» Beginning of the end of Fanstasy Land? from Precipice
How many mass marketing and advertising theories are based almost exlcusively on anecdotal and circumstantial grounds?  Some?  Lots?  MOST? Well . . . in TV anyways it appears that well start discovering how much of it actually holds up. Seth... [Read More]

» If You Can't Measure It, You Can't Manage It from Digressions
If you can't measure it, you can't manage it. The scary part is that not all areas of marketing (or any other business discipline) follow that mantra. Seth posted today about Nielsen's announcement that they will start to rate the [Read More]

» The ROI Wars Continue from WonderBlog
Seth Godin's blog points out an interesting change taking place over at Nielsen. They've announced they will begin tracking viewership of commercials. [Read More]

» The quality of hits. from larry borsato
Seth Godin and Mark Evans are both talking about measurement.[Read More]

« Blake's novel | Main | Thirty Galleys »