July 10, 2007
TV Debate Moves to Web - How to Count Audiences
Television networks and advertisers, mired in confusion over how best to count viewers on the Web, are moving toward common ground, according to TV Week.
"The Internet Advertising Bureau is putting together a team to develop guidelines for counting Web video audiences.
In the absence of industry standards, networks intent on packaging traditional TV spots with online elements are experimenting with different ways of measuring Internet viewers:
-- Turner Broadcasting last week said it intends to report how many episodes of its TNT and TBS series are watched online, rather than how many streams, or segments, of a show get played.
The dispute over how to count audiences on the Internet -- by streams, episodes or show starts -- is heating up as more people watch TV episodes online and advertisers try to figure out how much they should be spending to reach those viewers.
Image from MSNBC.
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