I’ve written all along that online video needs more ads. I’ve also written repeatedly that the crying over convergence measurement has never made any sense to me. I wrote that again today.
But Turner research chief Jack Wakshlag schooled me in the comments of that post:
Looks to me like we are in violent agreement. The TV Everywhere measurement plan assumes the same ads and ad load for c3 measurement. We will have the same ads online for 3 days. We will swap them out after the c3 period is over. So thanks for confirming the wisdom of the plan.
Ah, now I get it!
Now, that is news to me. Maybe it’s because Variety, Broadcasting & Cable, Media Week etc. never pointed that out – or that they pointed it out and I missed it. I’m going with the former, though the latter is certainly possible.
Ether way, that is very big news. Effectively it means, at least for the first three days, that online streaming is ultimately going with a lot more commercials. Currently programs that have a one hour duration with commercials on TV have far fewer commercials online. Typically, for the one hour duration shows that have about 32 national thirty second commercial spots on TV, have roughly five commercial spots online. So, in the TV Everywhere measurement plan, commercial load online would increase by more than 500 percent.
That’s a pretty huge increase and a pretty big story. But Jack is right, to the degree that the plan assumes the same ad load for C3 measurement, we are indeed in violent agreement. And I do see the wisdom of that plan, and I am happy to be schooled.
Edit: I know some will say “sure, if they can convince the advertisers to advertise online”, but with good measurement, I’m not sure why it would be difficult to get the advertisers to participate. Unlike TV, if you’re watching online you can’t change the channel, and though you can hit mute and do something else for 30 seconds online, potentially it’s harder to avoid ads online than it is with a DVR.