Nielsen TV Measurement: She is a-changin’

By Amy Mitchell, Vice President, Media Director

It’s widely known that TV viewership is evolving. Instead of being consumed primarily in your living room whilst cozied up on the sofa in your jammies, TV programs are now being consumed across multiple devices, any time, any place, via Netflix on an iPad while on a road trip with the family, your smartphone while your spouse/significant other is trying on clothes at a department store or catching a quick YouTube video (or four or five) on your desktop while on your lunch break.

With this evolution mind, Nielsen, the company that measures TV viewership, therefore aiding in the monetization of the commercial spots therein, is rolling out Extended Screen Ratings. The purpose of ESR is to consider all of these various and sundry points of viewership and provide one single source of measurement, including gross rating points, reach and frequency.

The Most Wonderful Time of the Year: Hirons Goes to the Addys

By Tom Aschauer, Vice President, Executive Creative Director

Well, the 2013 Indianapolis Addys have come and gone, and Thursday’s awards ceremony was held at the uniquely Indianapolis location of Fountain Square Theatre.

What can be said that wasn’t (or quietly muttered under one’s breath): Hirons held our own with this year’s competition. We garnered six awards total, and if someone were petty enough to be keeping track, that puts us in second place for total awards (or so I’ve been told (if one were keeping track)).

Overall, it was nice to get a chance to see what some bromidic, out-of-town, hackneyed, two-bit judges considered to be Indy’s best work this past year. Because in many cases, this is the first time I get to see the work. Probably because I’m not part of the respective target audiences. Although I can’t imagine how Roche’s molecular barcode campaign ever escaped my notice. I must use molecular barcodes on an almost daily basis.