Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
December 10, 2020 NIELSEN RATINGS OVERHAUL
Nielsen announced a ratings overhaul by the fall of 2024, with a focus on multi-screen audiences. The new system, “Nielsen One”, will allow advertisers and media vendors “to use a single third-party measure that provides a look at how many people are watching a piece of content across linear and digital venues. Rather than examine what percentage of homes have tuned in, advertisers and networks might also focus on the total number of unduplicated video impressions a program or commercial makes over the course of a pre-determined window of time.” (Variety; 12/8/20).
VIEWERSHIP CHANGES
A YouGov study (November 2020) explored, in detail, how TV watching has changed due to the “time spent at home and disruption to our former activities outside of home” as a result of the pandemic. Among those surveyed 40% report watching more live TV and 37% are watching on-demand. And while cord cutting continues, traditional TV still dominates across all demographics measured (albeit higher in the older demos). The study looked at video viewership throughout the day, with 9A-4P seeing the greatest increase, as well as increases for fringe, access, and overnight (MediaVillage; 12/4/20).
SYNDICATION ROUNDUP
The week ending 11/22 saw a new season high for Judge Judy (6.1 HH rating), overtaking Jeopardy! (5.9), the prior week’s leader according to Nielsen. Other shows experiencing season highs include Wheel of Fortune (5.6) and Inside Edition (2.6). Additionally, top rated daytime talk in the W25-54 demo were Live with Kelly and Ryan, Dr. Phil, Ellen DeGeneres, and Kelly Clarkson (TVNewscheck; 12/3/20).
LOCAL VIA OTT
Amazon Fire TV, is increasing reach beyond their 40 million monthly users, with the addition of 12 Newscasts from major US cities (NY, LA, Philadelphia, Chicago, Dallas, Atlanta, Houston, Miami, Tampa, Boston, SF and Seattle). Another 90 newscasts are expected to be added in 2021. Amazon saw a 48% increase in news consumption this year, according to Nielsen (Mediapost; 12/4/20).
2020 THE MUSICAL
Andrew Rannells joined Jimmy Fallon for a Tonight Show performance of “2020 the Musical”; a look back at the year that was, sung to the tunes of popular Boadway show tunes. From Animal Crossing to Zoom calls, the pair’s recounting includes hits from Hamilton (My Shot, recalling the vaccine), Wicked (“Losing my Sanity” instead of Defying Gravity), Cats (“Memories, drinking lattes at Starbucks”) and many more during the 8+ minute tribute. (The Hollywood Reporter; 12/8/20.)
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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