Optimedia Ranks Shows by Impact

Mar 4, 2008  •  Post A Comment

Media agency Optimedia has created a system to rank TV programs by their impact across all media.
The agency’s new Content Power Ratings take into account audience size across TV, Web and mobile properties. It also measures elements of audience appeal including awareness, core values and quality, and interest generated through both publicity and word-of-mouth buzz.
The rating system also factors in streaming, the extent to which a program is passed along, re-edited and mashed up on user-generated video sites.
According to Optimedia’s Content Power Ratings system, top shows currently are: “American Idol,” “Dancing with the Stars” and “Grey’s Anatomy.” Those programs are also among the top shows in traditional audience ratings from Nielsen Co.
NBC shows “Heroes,” “The Office” and “30 Rock,” which rank much lower in ratings, popped up to the 4th, 6th and 18th position respectively in the Content Power Ratings.
CW’s “Gossip Girl,” outranked higher rated shows such as “Private Practice” and “Bionic Women” because of high level of interface with its audiences via online, mobile, PR and the strength of its appeal to its core audience, the agency said.
“Army Wives” on Lifetime was the top ranked cable program, generating a higher score than network reality shows such as “The Biggest Loser” and “Are You Smarter Than a 5th Grader.”
“A television program today is far more than just ratings—Web presence, ability to drive word-of-mouth and engagement value are all factors we take into account when valuing a program for advertisers,” said Antony Young, president of Optimedia US. “As we head into this year’s upfront season, the need to understand a program’s pulling power across all media platforms is more important than ever.”
“As we strive to associate our clients with the best content on all media platforms, we see this service as a necessary next step in the evolution of media buying,” said Larry Novenstern, head of broadcast for Optimedia.
(Editor: Baumann)


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