TV Ads - Viewership Insights from the Big Game
The Big Game & Beyond: Bringing Measurability to Television
Google TV Ads is an online platform for buying, selling, measuring and delivering television ads. The platform offers advertising inventory across nearly one hundred channels and all dayparts. A key benefit of Google TV Ads is the ability to report anonymous second-by-second set-top box data so advertisers can evaluate the reach of an ad and pay only for actual delivered impressions.
With this data, we are able to derive insights about the tuning behavior of the TV viewing audience and share those insights with you.
For more information, please visit the Google TV ads site.
Viewers Show Clear Pattern
The chart below shows the total number of active televisions tuned in to a given football game based on anonymous set-top box data. You can see that the viewership jumps by 75-100% within the first 10 minutes of the game. As the game continues, more people tune in. Between kickoff and the end of the game, the total number of viewers increases by 100-200%. The little bumps along the way represent televisions tuning away from the program during commercial breaks. You can see a consistent, longer dip during half-time. They are a relatively small, but clearly present, percentage of viewers. Finally, at the end of the game, people appear to tune-away gradually. Potentially the post-game highlights are of more interest to viewers than the pre-game show.
The national championship game is clearly more popular than other games (including other post-season games), and the commercial "dips" are smaller (in percentage terms) for this game than for other games.
Viewers vote with their remote controls, and it appears that they are most interested in what happens at the end of the game.
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New England Patriots @ New York Giants February 3, 2008 |
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Dallas Cowboys @ New York Giants November 11, 2007 |
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Green Bay Packers @ Seattle Seahawks January 12, 2008 |
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New York Giants @ Tampa Bay January 6, 2008 |
Google and Dish Network are working in partnership together to provide automated online campaign planning, scheduling, delivery and measurement of ads on the Dish Network. The anonymous set-top box data used in the above charts was provided by Dish.
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