Tired of Low Ratings, CW Is Developing Its Own Measurement System

May 17, 2012  •  Post A Comment

The CW has had enough of a Nielsen ratings system that the broadcast network has been complaining about for years, saying it undercount’s CW’s young viewers. TheWrap reports that the network has decided to do something about it by developing its own system of measurement.

The measurement system was just one of the news items to surface during today’s upfront presentation by the CW. Another one is CWD, an online initiative that will offer game shows, comedies and animation, along with other content.

“One of its features will allow viewers to choose the outcome of a situation, choose-your-own adventure style. Viewers might decide whether a character kisses someone or storms out of the room, for example,” TheWrap reports.

CW is keeping details about the new measurement system close to its vest, but CW President Mark Pedowitz said it will measure who’s watching online along with the real-time audience for the broadcast network.

Pedowitz reportedly said CW is working independently on the system, not with other networks. In contrast to the industry standard of targeting viewers 18-49, CW aims for the 18-34 demo.

The story adds: “Asked if he hoped the new system would become an industry standard, Pedowitz said, ‘I think everybody has to make their own choice. I have no idea. … We may just be a very different network from everyone else.’"

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