TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.
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Transcript of TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.
![Page 1: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/1.jpg)
TV Show As Brand
JO HOLZ, NIELSEN • ERIC CAVANAUGH & DAVE KAPLAN, BRAVOCONSUMER 360 2012
![Page 2: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/2.jpg)
#C360
![Page 3: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/3.jpg)
HOW DO WE…
MEASUREBRAND EQUITY?
RELATE ITTO IMPORTANT
OUTCOMES?
USE IT TO MAKE BETTER BUSINESS DECISIONS AND
EVEN DRIVE AD SALES?#C360
![Page 4: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/4.jpg)
HOW DO YOUMEASURE A TV SHOW’S BRAND
EQUITY?#C360
![Page 5: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/5.jpg)
BUZZ VOLUME
WEBSITEVISITS
VIEWERS PERVIEWING
HOUSEHOLD
% OF SHOWS VIEWED
TIME-SHIFTED TV+7
% & UNIQUE VISITORS
STREAMING
#C360
![Page 6: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/6.jpg)
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
![Page 7: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/7.jpg)
FROM SCALETO MODEL
#C360
![Page 8: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/8.jpg)
WHAT PREDICTS RATINGS CHANGE?
+7
PLAYBACK
LATER
4-7NUMBER
OF STREAMSTOTAL
DURATION OF
STREAMING
NUMBER OF
UNIQUE VISITORS
NUMBER OF
SESSIONSTOTAL
DURATIONOF
SESSIONS
#C360
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WHAT’S NEXT?
#C360
![Page 10: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/10.jpg)
![Page 11: TV Show As Brand JO HOLZ, NIELSEN ERIC CAVANAUGH & DAVE KAPLAN, BRAVO CONSUMER 360 2012.](https://reader035.fdocuments.in/reader035/viewer/2022062304/56649f315503460f94c4cea3/html5/thumbnails/11.jpg)
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