On the eve of\u00a0a special digital-only meeting at the National Association of Broadcasters’ (NAB) Show in\u00a0Las Vegas, one cable operator has urged it to solve TV’s data problem.<\/p>\n

The NAB is has\u00a0tabled a Digital Summit<\/a>, including assembling a board to tackle the issue – namely, how to standardize measurement and reporting mechanisms for quantifying viewership of TV across a burgeoning range of new platforms.<\/p>\n

“What hasn\u2019t happened is a standard method of viewing the data and articulating the data in a common way,” says\u00a0Cablevision media sales head Ben Tatta<\/a>, in this video interview with Beet.TV.\u00a0“The first step is to fill in the holes of measurement.<\/p>\n

“While sample-based methods might be sufficient in measuring the top 50 networks, we have several hundred channels on their dial.\u00a0Typically that\u2019s where the sample breaks down.\u00a0(There is) a lot of viewing that just isn\u2019t method.”<\/p>\n

Cablevision introduced census-level audience data to its Total Audience ad suite three years ago, leading Tatta to conclude: “Sample-based methods aren\u2019t sufficient enough in measuring viewing across the dial.”<\/p>\n

That echoes a common concern across the industry, although the likes of Nielsen and comScore claim to be racing to account for cross-device viewership.<\/p>\n

We interviewed him as part of our series on the need for standards around premium video advertising. \u00a0The series was produced around the NAB Digital Summit<\/a> in Las Vegas. \u00a0This series<\/a> on Beet.TV is sponsored by the NAB.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

On the eve of\u00a0a special digital-only meeting at the National Association of Broadcasters’ (NAB) Show in\u00a0Las Vegas, one cable operator has urged it to solve TV’s data problem. The NAB is has\u00a0tabled a Digital Summit, including assembling a board to tackle the issue – namely, how to standardize measurement and reporting mechanisms for quantifying viewership […]<\/p>\n","protected":false},"author":15,"featured_media":38700,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5707],"tags":[5265,5150,5524,2782,2801,2799],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38666"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=38666"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38666\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/38700"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=38666"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=38666"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=38666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}