Measure it…Ī key point of our discussion was Nielsen’s monthly US TV viewership share graphic “The Gauge”, which has increasingly become an influential measuring stick in the tech-media business of how much streaming usage has grown and which platforms are really ” have arrived”. We’ve already leveraged an earlier PCH report about declining theatrical engagements for one of our Friday rambles earlier this month … and we don’t trust Nielsen as far as we can throw them are, so we were all ears. Read also: Who is number 1 in subscription streaming? Complicated metrics methods obfuscate the issue Shapiro and Sharma both went on Zoom earlier this week to explain PCH’s new offering next tv,Īhead of upcoming “NewFronts” and “Upfront” advertiser pitches for Madison Avenue, PCH Consumer Insights is seeking to position itself as a strongly-backed alternative to advertisers versus research functionaries like Nielsen. To serve as a liaison of sorts for the TMT community, PCH partnered with high-profile digital media influencer Evan Shapiro, an NYU media biz professor who may have been responsible for creating NBCUniversal’s pioneering seesaw platform six years ago. With tens of thousands of consumers in its database, the company last year made a sensible pivot into market research (opens in new tab), putting veteran PCH executive Smriti Sharma in charge of the new division.
Our confusion.)Īfter scandals and lawsuits settled decades ago, PCH evolved into a massive online company that, by permission, collected qualifying data on its customers, operating as a tightly regulated sweepstakes business as well as a Internet commerce became an operation. (Actually, as PCH was quick to remind us, McMahon actually flew the flag for rival American Family Publishers. That conclusion comes from PCH’s latest report, “Streaming in Flux,” which was drawn from an online survey of 16,650 “media consumers” in February and can be downloaded here (opens in new tab).Īnd yes we are talking about He Publishers Clearing House, the 70-year-old direct marketing company is perhaps best known for the sweepstakes apparently fronted by Johnny Carson sidekick Ed McMahon, which featured life-sized prize checks in TV commercials for decades. Notably, when streaming services are not put together by operators and are mediated individually, Google/Alphabet’s YouTube is the streaming platform with the highest US engagement, with 27.6% of the survey panel reporting consistent monthly usage. The Clearing House’s recently launched market research division, PCH Consumer Insights.
More than 35% of adults aged 18-54 say they connect to one or more of Disney’s flagship subscription services, Disney Plus, Hulu or ESPN Plus, more than once a month, according to a new study by the publishers.
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