First off, this is the sole opinion of Mark O. Estes, aka The Anti-Critic.
Last week, there were a lot of entertainment reports conveying surprise that DVR playbacks added to the live-plus-7 data, which Nielsen initiated a while ago to add the ratings of DVR playbacks with those of the live airings of programs. Dollhouse, Melrose Place, and Fringe (all considered “low-rated” by critics) all saw rating boosts from DVR playbacks that were lacking in their live performances. The reports also displayed ratings bumps in other high profiled shows like: The Office, Grey’s Anatomy, NCIS, and Desperate Housewives to name a few. Plus, online episode streaming from sites like Hulu.com and network websites have seen a nice sized growth from last year.
All I have to say are two things:
1) Du- Du- Duh!
2) The only thing that amazes me is that people are just catching on to this now. Especially after articles were written about this almost four years ago.
DVR has been on the market for how long? Almost a decade, perhaps? The TiVo’s and satellite/cable DVRs have been revolutionizing the way we watch TV for a good time now, so why haven’t Nielsen nor TV critics, who report ratings data, caught on to this earlier instead of rushing to sound the death knell on low rated shows?
Maybe it’s because people love to see the demise of a low rated show, even if they themselves don’t watch said show. Maybe it’s because the TV critics and other web bloggers report more on a show’s low ratings than the actual show itself. While reading comments on certain websites, I can’t help but balk at some of the stuff I saw posted from people who treat nightly ratings as the Gods of TV that shouldn’t be ignored. To some people, The Vampire Diaries, Glee, Gossip Girl, Dollhouse and Fringe are considered failures. Yes, failures, people. Forget all of the sales on iTunes, magazine covers, and whatnot. Those things don’t count when it comes to the national ratings that are released every day.
The reasoning the so-called “experts” give (and they try to sound as if they read ratings for a living, it’s so sickening) is that shows like the ones listed above are not pulling in LOST or Grey’s Anatomy-like numbers, which is the dumbest thing I have ever heard when it comes to the ratings game. Keep in mind, these people are blog posters saying this and not blog writers who know their field from the back of their hand.
First of all, networks like The CW and FOX are not on the same scale as the big three giants of CBS, ABC, and NBC, which is basic common knowledge to the average person, let alone a wannabe TV critic. Secondly, The CW is not available in all areas, something that might come as a shock to some people. Gossip Girl got a full season order and was renewed off it’s performance on iTunes, which insinuates that it was a hit with viewers and they got to the show any way they could. The same can be said about Glee, which is bringing in tons of money from iTunes downloads from not only episodes, but music downloads as well. The cast of Glee has also been tagged to sing the National Anthem at the World Series and if that doesn’t scream ‘successful runaway hit’ then I don’t know what does.
But besides iTunes downloads, the DVR could be another huge (if not the hugest) factor into the staying power of television shows. I personally thought that it already was, but boy was I wrong. DVRs don’t just record the television programs; they also record the commercials as well, which is what matters right? The commercials? But according to Variety, networks still want shows viewed on a DVR to be viewed within three days of it’s airing, because of the C3 metric, which is how networks sell ad space. So if that’s the case then do the live-plus-7 data even matter?
See, it’s always something.
Another inconsistency that concerns me about the Nielsen report is what about the shows that people don’t watch during the time period slotted for live-plus-7 data? I have two episodes of Private Practice on my DVR that I have yet to watch. Will those be counted as well? There are so many loopholes in the way Nielsen reads ratings today that it’s a travesty and I think someone should call attention to it.
So, I think the TV networks and media companies need to adapt to the new technology and to do it whole-heartedly and not in a half-ass way. What do you guys think?
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TV, movies, and writing are my life and I will combine the trinity till the day I die. I also am a budding filmmaker as well. Find out more @ The Anti-Critic
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Great article, Mark. Do you know if TPTB take into account viewers in other countries ie Canada? I know most of the network shows are shown on either Global, CTV, SPACE or Access up here, but they still would generate advertising revenue, would they not? This particularily annoys me because SO MANY American shows are filmed in Hollywood North, aka Vancouver- if we are good enough to have all those shows filmed up here, and played every week on Canadian as well as US networks, shouldn't our voices be counted in as well?
The networks are adapting to new technology, but on the level they want to do.
They don't respect the DVR, simply because it goes against their mode of thinking, and what THEY want the viewer to do.
For the longest time, the network had control over the viewer. Sure, there was channel surfing going on (during commercials, etc), but they told the viewer when to watch what, and how to watch it. Then, comes along the DVR, and even the DT DVR that gave control over what show is watched when, BACK to the viewer. This, of course upset the network "gods". Nielsen doesn't know how to handle a DVR properly, and, I can't say as I'm surprised. How do they process someone like me who has multiple DT DVR's and runs them quite frequently on both channels?
The networks themselves are fighting for your time again, with things like twitter, facebook , online shows, so they're getting there and they're 'up to date' with technology, but they've always, always hated things like the DVR or VCR which let the viewer decide when to watch what.
Like the music and movie business, the tv business is ignorant when it comes to technology. They wish it was the 1980's, you air a show, people watch or don't watch, you keep or cancel it. Simple. When you show the suits new technology most of them don't get it and in the end the fans are the ones that suffer. If it wasn't for new technology I would never have found shows like Dexter, Tru Blood, etc..Until they wake up and figure it out you can count on some of the best shows being canceled.
Ebony Rose, you would think that the network exces would look at all the money they make overseas with their shows, but I guess it's the all mighty American dollar that they are really worried about.
TV on the Brain and Dave- But like I said, wouldn't you think that if the show was recorded then the ads, or whatever it is they are trying to sell, would be counted as well? Like, all the adds that aired during 90210 would be counted along with the DVR count, because the viewer will eventually "watch" the commercial. I am, and will forever, be up in arms about Nielsen ratings until they get something done right and fast.
I agree Mark, I don't even read the TVbythenumbers site anymore, you know why? First of all, the TV industry is more complex than hard numbers, and two, the blog posters on that site have nothing to do with the television industry, one used to work at AOL, and the other has listed no credentials at all, which means his job had nothing to do with television either since if it did, it would've been listed. Second, they're nerds. Now I'm not being high schoolish, read this article, http://www.psychologytoday.com/articles/200807/field-guide-the-nerd-its-all-geek-me, nerds are of the S-brain (a brain good at figuring out logical rules) which is the reason for that stupid Renew or Cancel Index based solely on numbers which makes NO SENSE, since Hollywood is an E-brain industry (E-brains are good at divining what people are feeling, and people with E-brains develop sharper social skills) and there's more to a show's cancellation or success than strictly numbers, it's social relations, it's who's the big stars are on the show that will draw viewers, or down to whether the network executives believe in the show or not. That's why that BLOG run by two computer nerds who used to work at AOL and have no connection to the television industry whatsoever and are not qualified at all to give advice about television shows, is not reliable. If I read a website about TV ratings, I want it to be run by people actually IN the television industry. I don't go to a medical blog run by a stripper.