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A veep at CBS Interactive wants big video content producers to come up with combined ratings that include both online and offline viewings.
Patrick Keane, vice president and chief marketing officer for CBS Interactive, said the aggregate ratings would provide media buyers with a simple and detailed cross-platform look at the numbers.
Keane cited the fan-resuscitated show Jericho, which he said increased by nearly a full ratings point when online video is figured in. Jericho is an especially appropriate example because the extra ratings point could keep it from getting cancelled once again. Keane also pointed out that the Grammys, a show with a ratings dip 15 percent this year, would also benefit by having the number of video streams figured in.
Keane said CBS Interactive closely tracks the correlation between when shows air and subsequent online behavior spikes. He produced a chart, according to MediaPost, that showed how predictably online usage increases after certain kinds of programming airs. Keane also pointed out that online activity doesn’t cannibalize the broadcast audience, indicating that advertisers need not pull from one category to add to the other.
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The survey…
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