Almost two-thirds of European VOD viewers say that watching on demand programming on an online or mobile device is not as good as doing so on a bigger screen.
This, according to Claire Harris, commercial lead for Nielsen’s Watch business in the Emerging Markets group, is particularly significant in that it demonstrates that in consumers’ view content is no longer married to a particular screen.
In a wide-ranging presentation at NEM, Harris added that VOD contributes a significant audience beyond the live broadcast, providing an average lift of 28%.
She gave the example of the first season of Good Behaviour and how it performed among different age and income groups.
Harris also described in some detail Nielsen’s total audience framework and also Digital Ad Ratings (DAR), its global industry standard for digital measurement.
The latter will have been rolled out to 29 markets by the end of this year, and combined with Total Ad Ratings (TAR) it is already present in nine markets, including the US, UK, Brazil, Mexico and Indonesia.
