This roundtable discussion is provided by the IPR Measurement Commission
Members of the IPR Measurement Commission gathered virtually to discuss how to adapt measurement practices in a changing media landscape. IPR Measurement Commissioner Laju Obasaju (Comcast) moderated the discussion.
Experts discussed how changes in the media landscape, such as the move from cable TV to streaming services, impact the measurement of engagement and other factors. They also examined how audiences are consuming content, and best practices for gauging message effectiveness, trust, and reach.
Key themes from the discussion include:
1.) Live sports can be considered the last kind of “must-see TV” that viewers need to watch live.
— The death of cable TV could accelerate as more streaming services offer sports packages, changing how communication professionals identify audiences.
2.) Relevant metrics for this new media landscape can be derived by asking:
— What do people want to watch live?
— What is the effect of live streaming?
— Are there any drop-off effects due to live TV being consumed on streaming platforms?
— What are the gaps in time between when audiences stop and continue watching content?
3.) There are fewer “cultural moments” in media that people rally around.
4.) In the context of binge-watching, metrics can help answer whether it’s worth it to try to get audiences to react immediately and what drives consumption behaviors.
5.) Measures for message resonance should analyze the frequency that a message appears and the “intensity” of the message.
6.) It is becoming increasingly important to be able to map and track consumer satisfaction and behavior changes.
— New technology is speeding up the “slow death” of traditional media, and the next 12 months will look very different compared to the pace at which changes have occurred over the past ten years.
— The downfall of cable TV is also relevant with the upcoming election, as it changes how people are consuming their news and what influences their political actions.
7.) Tribalism plays a significant role in audience trust and engagement.
— The lack of a “monoculture” is due to an increase in options, pathways, and affinity groups in relation to media.
— People trust people– whether they’re celebrities that they identify with or people with similar interests.
— If your trusted people are watching something or talking about something, those influences make a difference in what you consume/watch/purchase.
— Hyperlocal media sources include platforms like Ring or Nextdoor, where users find out about what’s going on around them from their neighbors rather than local or broadcast news.
For more research and information on these topics, visit the IPR Measurement Commission research library.
