Networks Using Big Data To Drive Big Ratings

摘要

This Premiere Week, broadcast networks will be relying more heavily on big data to find ways to remind viewers to watch the new fall shows. The networks need to because the competition for viewer attention is tougher and the reach of on-air promo spots is shrinking. Plus, there's a new type of viewer to target-those who spend most of their TV time watching shows on a time-shifted basis. Season premieres begin the week of Sept. 16 on Fox; ABC, CBS and NBC follow a week later. Dave Morgan, CEO of Simul-media, which works with four of the five big broadcast nets, expects promotional spending to be up 5％-10％. And he expects an even bigger jump in targeted spending. "We're up three times from last year," Morgan says.