Nielsen Delays Reporting 'Broadband Only' Viewers
Just a few years ago, Nielsen proclaimed that the idea of TV cord cutting in favor of Internet video alternatives was "purely fiction." Subsequent Nielsen reports have often quite adorably gone out of their way
to downplay cord cutters to make TV executives (who want things to remain precisely as they are) happy.
All that time Nielsen, a company tasked with tracking TV viewing habits
didn't see fit to actually track Internet video viewers, making them probably the last organization one should ask regarding television's evolution.
Nielsen's tune on cord cutting has changed in recent months (though the firm calls cord cutters "Zero TV households" to avoid having to acknowledge analysis error on their part). While the firm is just starting to finally incorporate Internet TV viewing into their overall TV ratings systems, they've apparently run into some problems with broadcasters, who don't like what some of these new numbers are saying
...the National Association of Broadcasters board at its winter meeting had asked Nielsen to delay its full rollout of hybrid TV/online viewing measurement (scheduled for later this year), until it can be "fully tested" in the marketplace. NAB is concerned that the addition of broadband-only homes was reducing the number of 'traditional' TV homes and could understate local TV viewership.
In other words, we're going to hold off on publicizing more accurate data that could include the cord cutters we've long laughed at, because the broadcast industry might not like what the data indicates.
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It is difficult... ...to get a man to understand something, when his salary depends on his not understanding it. The same goes for a company, apparently. But I suppose it's hard to blame them; the broadcasters no longer want actual data- they just want to be told that they don't need to worry, that the big bad Internet is in fact working for them rather than sowing the seeds of their inevitable downfall.
It's a natural thing for dinosaurs to go extinct when they cannot evolve, after all.
I may have been born yesterday, but I've spent all afternoon downtown.
Re: Cord cutting a fringe phenomenon
said by BiggA:lol. Sure, there's the market for satellite viewership since they're too rural to get decent broadband. Sure, the cable come on bundling of broadband with television subs. Sure, the need for a sitter box, be it for the very young or very old. Yeah, all that is part of the parcel traditional broadcasters are setting themselves up for. The masses who line up on the couch to watch the latest reality 'tween commercials filler will always be around.
There is a chance though that this is all the thin edge of the wedge and what's now a fringe phenomenon becomes mainstream. There is a chance that more and more consumers perceive less and less value in both the, escalating cost/decreasing content, and are deriving a better value proposition elsewhere.
Re: Cord cutting a fringe phenomenon
said by Brian_M:Totally right on, Brian!!
there's just no sense in paying $100/month to be a couch potato.
Glad to hear you can actually go outside and with the family also!
Almost have my wife persuaded to cut the cord. Hopefuly not to much longer.
These television executives are just as dumb and blind and behind the times as the RIAA and MPAA.
The Firefox alternative.
| You're on the fringe. Very few people will get rid of pay TV. The only people who I know who don't have it are my friends who are my age (mid-20's) and are renting here or there. However, more of them are either living at home, or have other access to cable. One friend works and lives on a university-owned property, so he gets cable there, another friend has an apartment and is a grad student, but lives like 20 minutes away from his parents' house and just DVRs stuff there, another is a grad student renting, her boyfriend has FIOS TV at his house, so none of them can really be counted. One guy at work has cut the cord, he's so far off the deep end with being cheap, it's not even funny. A couple other guys are renting and living with roommates and don't have it, although one guy just got married and now has DirecTV. I have roommates, and that makes it a no-brainer for us, as we only pay like $30-$40/mo each (for both TV and internet), although I had it when living along as well. Most people at work, regardless of their living situation have cable. Cord cutting is a fringe thing that's getting way too much attention.|
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| |said by BiggA:Great results, can be achieved with small forces.
There are a few total cheapos out there who are actually cord-cutting, ...
Sun Tzu, The Art of War
Re: Cord cutting a fringe phenomenon You're a tiny fringe minority. That's my point. There are a very few who will cut the cord, while the vast majority won't, as long as the good content is captive on cable. A lot of people watch TV, and a LOT of people watch sports. If anything, sports and the move of high quality content to cable and premium channels is just driving people to subscribe to more stuff. Basketball finally coerced my parents into upgrading from Starter to Preferred.
The vast majority of the US watches either NCAAM basketball, NBA basketball, or the NFL, and there are regional pockets of other stuff, like here in CT, NCAAW is popular since we have the #1 team in the nation. All of those sports are partially or almost entirely captive on cable, with NCAAM requiring a higher package for most schools, now that ESPNU is showing a TON of games. Real football (i.e. soccer) is immensely popular among many immigrant communities, and a lot of those games are cable-only as well, with both MLS here in the US, as well as games from around the world televised.
As long as sports are captive to cable, all cable has to worry about is satellite, FTTH, and IPTV/U-Verse. Cord cutters aren't a worry.
Re: Cord cutting a fringe phenomenon The vast majority of America isn't going to cord cut. Add up the cost of watching a few shows, and you may as well just have cable. Add in sports, which most Americans watch one or the other of the three big sports, and you can see why cord cutting is a fringe phenomenon. Until OTT actually replaces cable directly (which the content creators won't all), people aren't going to cut the cord. It's not like cutting the landline, where you get nearly identical functionality to a landline with a cell phone, it's a whole different animal. Streaming services killed Blockbuster, RedBox only survives because it's a low overhead, low margin operation and somehow people still rent discs for some bizarre reason, but streaming isn't going to, and can't, kill cable.
Re: I did Nielsen survey last week for everything we watched. error
said by plk:I'm not sure if it's not understanding the technology or wanting to pepper the results to someone's taste. Indeed during my surveys, I've called in and explained our viewing habits and they were very clear, they only wanted us to record live broadcasts, on televisions.
I believe Nielsen needs to understand these TV tuners better and include those results in their TV viewing survey because the programs are not streamed over the internet but only viewed on a different system.
Even when I still paid for dish I used a DVR from 2002-2005. I haven't watched a live broadcast sans the occasional pbs kids OTA for over a decade. My mom think's she's amish and has a DVR. Right next to her cast iron stove. They are tailoring these surveys, pure and simple. The methodology is bad. The research is bad. The data is bad.