NEW YORK — Nielsen is reporting
that younger viewers are viewing out-of-home (OOH) and that’s boosting broadcast TV ratings.
Nielsen says Generation Z and millennial viewers created the most lift for
broadcast networks and yielded higher
results than other demographics — adding 13 percent and 10 percent, respectively. Thirty-nine percent of all OOH
viewing came from Gen Z and millennials, 14-percent higher than national
in-home viewing for the segments.
Nielsen’s NPower measure for 2017 is
based on OOH viewing of fully-encoded
TV networks, with lift calculated via
weighted gross ratings.
Pivotal Research Group says “total
use of television” was up 1 percent in
April — but fell 3 percent for adults
18-49. This includes all digital TV platforms, connected TV, and other;over-the-top (OTT) platforms.
Pivotal says national TV commercial
impressions delivered to adults 18-49
dropped 6. 4 percent on a total-day basis
in April. Average national TV commercial loads increased 2. 4 percent.
Brian Wieser, an analyst at Pivotal,
says while TV in its totality may be relatively stable, results remain negative for
ad-supported national TV.
Wieser adds that viewing of unrated
programming through internet-connect-
ed devices and premium video on PCs,
tablets, and mobile phones are account-
ing for some of these declines.
MediaPost News’ Wayne Friedman
says there are no concrete numbers
proving TV watching isn’t dead. “It’s all
about measurement. And those mostly
traditional Nielsen TV measurements
— virtually all to sustain ad-supported
TV — continue to show declines,” he
NEW YORK — Consumers say digital
experiences are falling short of expectations, but that they are more likely to
shop with a brand that treats them in a
personalized way, according to consulting giant Accenture.
The company’s 2018 Personalization
Pulse Check;report also found that 91
percent of consumers are more likely to
shop with brands that recognize, remem-
ber, and provide them with relevant
offers and recommendations.;
In last year’s report, Accenture found
the top challenge for businesses was
the “burden of choice” — learning how
to uniquely serve everyone without
overwhelming anyone. This year’s data
shows that the burden of choice wors-
Some of the stats from the report:
; 48 percent of consumers left a
business’ website and bought
elsewhere because the experience
was poorly curated — up from 40
percent last year.
; 75 percent of consumers say they
would find it valuable to create
and manage a “style profile,” or a
living profile, that brands could
use to better curate experiences
and make recommendations.
; 73 percent say that no retailer or
service provider has ever com-
municated with them in a way
that felt too personalized. Of
the 27 percent who have felt it
was too personal or invasive, 64
percent reported that they felt
uncomfortable because they didn’t
knowingly provide the data the
; 41 percent of consumers find it
creepy when they receive a text
from a brand or retailer as they
walk by a physical store.
; 40 percent find it creepy when
they get a mobile notification
after walking by a store.
; 35 percent find it creepy when
they get ads on social sites for
items they’ve browsed on a
Accenture says brands can improve
performance by providing a two-way
dialogue with customers, being trustworthy and transparent when it comes
to personal data, and being “cool, not
creepy” with experiences.
Youngsters’ OOH Viewing Boosts Broadcast TV
as 18-49 Viewing Drops in Con;icting Data
BY DOUG McPHERSON
Marketing Personalization Getting
Mixed Results from Consumers
BY DOUG McPHERSON