The Daily OrangeStudents to be included in TV ratings
By Katherine Paster
Posted: 2/1/07, 10:12 PM EST Section: Feature
For the first time in television history, college-aged students are finally included in Nielsen Ratings, a data reporting of which programs American families watch each week.
As of Monday, Nielsen Media Research began tracking the viewing habits of college students in dorms, common areas and Greek housing. Now, college students, which account for 50 percent of all television viewing not reported by Nielsen, will be included in the national samples.
These sample statistics determine which programs are on the air, when they are broadcast and what advertising strategies are employed by network sponsors.
"For a lot of years the communications industry has complained that Nielsen does not monitor outside of home viewing," said Newhouse professor Carl (Bud) Carey, former vice president and general manager of WCBS-TV and WNBC-TV in New York City. "This change is a recognition of the fact that there are a lot of people out there who watch television not necessarily at home."
In the first stage of tracking student ratings, 130 participating college students will represent the viewing habits of their peers. These Nielsen findings will allow networks to make more accurate assumptions regarding the general population's television-watching trends, and therefore adjust their programming schedule and advertising sales rates accordingly.
"(College students) are a highly sought-after audience," said Newhouse advertising professor, Carla Lloyd. "(They) are the generation that has decided 'I will be the programmer of high media experience.'"
With an increased emphasis on serving college-aged TV viewers, there is a definite possibility the major networks will restructure their programming to accommodate their viewing habits.
"So many television shows and their networks do not get the accurate ratings they deserve because college kids watching their shows are ignored when it comes to ratings," said senior advertising and marketing major Kim Tunick. "I think that the Nielsen Ratings in college dorms will be a huge boost for those networks and specifically television shows that target mostly college-aged kids.
As of Monday, Nielsen Media Research began tracking the viewing habits of college students in dorms, common areas and Greek housing. Now, college students, which account for 50 percent of all television viewing not reported by Nielsen, will be included in the national samples.
These sample statistics determine which programs are on the air, when they are broadcast and what advertising strategies are employed by network sponsors.
"For a lot of years the communications industry has complained that Nielsen does not monitor outside of home viewing," said Newhouse professor Carl (Bud) Carey, former vice president and general manager of WCBS-TV and WNBC-TV in New York City. "This change is a recognition of the fact that there are a lot of people out there who watch television not necessarily at home."
In the first stage of tracking student ratings, 130 participating college students will represent the viewing habits of their peers. These Nielsen findings will allow networks to make more accurate assumptions regarding the general population's television-watching trends, and therefore adjust their programming schedule and advertising sales rates accordingly.
"(College students) are a highly sought-after audience," said Newhouse advertising professor, Carla Lloyd. "(They) are the generation that has decided 'I will be the programmer of high media experience.'"
With an increased emphasis on serving college-aged TV viewers, there is a definite possibility the major networks will restructure their programming to accommodate their viewing habits.
"So many television shows and their networks do not get the accurate ratings they deserve because college kids watching their shows are ignored when it comes to ratings," said senior advertising and marketing major Kim Tunick. "I think that the Nielsen Ratings in college dorms will be a huge boost for those networks and specifically television shows that target mostly college-aged kids.
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erin
posted 4/27/08 @ 6:46 AM EST
about time
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