Written by: Roshan Dwivedi
Broadcast and cable networks have aggressively joined hands to disseminate viewership data cobbled together from many sources — from traditional #nielsen numbers to cable #vod-playback stats to a range of methods for tracking streaming activity. Nielsen at present doesn’t measure all of the viewing sources that can club together into a 35-day number, so research executives are devising intricate methodologies and patchwork quilts of data sources to arrive at what they believe are credible numbers. It’s all highly unorthodox by industry tradition, rooted in the standardization that came with having all ratings produced by the same Nielsen yardstick. All white label VOD service providers are likely to benefit from this clinical reworking.
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