I read an article in Saturday's FT how judging the success of a TV series in America has become so much more than simply measuring how many people watch a particular programme. How about all the other ways an audience can engage with a show and get involved? Online and mobile audiences, how many Facebook friends a show has, followers on Twitter, positive sentiment on blogs and so on. And this of course is all important to advertisers. Optimedia US, a Publicis owned agency has developed what they call 'Content Power Ratings'. CPR looks at more than just the traditional audience numbers and seeks to capture 'advocacy' and 'involvement'. The CPR ratings are made up from data using Nielsen BuzzMetrics, ComScores Media Metrix and Google Trends. The Fox show, 'House' for example leads the Facebook fan league table and the ABC show 'Lost' registered the most positive BuzzMetrics score. Glee was the CPR's top newcomer thanks to an online competition and karaoke contest.
I think the success of a TV commercial can no longer be judged on ratings alone and in the same way as American TV shows are now being looked at in a wider context, we need to look at TV commercials in a similar fashion.
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