Rising ratings are not really good for TV stations

According to media reports, the song Hua Wired announced that November 14, the Beijing region's TV boot rate reached 66.2%, the day of the average rating of 203 minutes per household. At the same time, according to the song Hua's data, the average TV viewing time per household in Beijing continued to grow, from 192 minutes in 2012 to 206 minutes in 2014.

For such data, whether you believe it or not, I do not believe it at all, but it is hard to come up with enough evidence if I have to question it. We can only say that in the small circle of our lives, more and more people no longer watch TV, or less to turn on the television, maybe we really are the alternative of this society.

The truth behind data metrics is worth exploring.

Of course, the data published by the listed companies should not be suspected, but the data of the ratings are also open to discussion:

1, the power-on rate is how to calculate out?

Generally speaking, the probability of the calculation method should be the number of users divided by the total number of users, so, the increase in the probability of the number of power-on users can also be a decrease in the total number of users. So the question is, is this power-on rate increased because of the number of users on the boot or because of the decrease in total users?

No matter what the above algorithm, such a boot rate will not represent the future development trend of digital television, far less than the total population of the proportion of television is more valuable.

2. How to increase the average length of the audience per household every day?

This "daily average per household length" indicator is more intriguing, because there may be two kinds of explanations: one is the average number of hours per day that the user is on, that is, the total time divided by the power-on user, and the average of all users per day, that is, the total length of time divided by the total number of users. In this way, the difference between the two methods of calculation is big.

Either way, the average rating is related to the total number of users, because we are convinced that Leroy will not use the total TV length divided by the population of Beijing. Therefore, if the number of installed users has changed, the rest are high dependence on television and other groups of the elderly, then the length of the program will certainly continue to improve, but is fast to improve, but left to the business enterprise is hard to say is good.

Rising ratings are not really good for TV stations

Of course, the recent rise in ratings and the population of the increase in the city may be related to radio and television intensive action, by blocking set-top boxes, expanding the content of the unicast, improve the proportion of quality television programs, and so on, I believe that China's television stations in the last two years have a bounce of the

However, such a policy-dependent dividend will not last too long, but after a rebound, the attraction of the TV program may fall rapidly, and may even make traditional stations less than the real bottom.

Even if the ratings are on the rise and can last for a year or two, the real benefit will be the cable networks and CCTV, the biggest victims.

Unlike Beijing, where networks are separated, cable networks will be able to transform capital, technology, and talent into a once-in-a-lifetime opportunity to embrace the internet in the future, and local broadcasters will be gradually abandoned by cable networks to the streets, Until it becomes an appendage of an Internet video company, or a user window that becomes an Internet company dumping content.

Ratings are no longer the most important indicator of television.

After many years, the audience rating has been the most important indicator of radio and television, ratings means the quality of the program, the ratings mean that the advertising revenue, ratings means the survival of the column, ratings more means the influence of radio and television and industry value.

However, with the advent of the mobile Internet era, the value of television and television in the media has declined, even if the impact of public opinion in the role has already given way to the new media, because the growth of new and new humanity, the media's right to speak is already no longer on the television side. Even if it's news, if it's not to see what someone is wearing today, how many people are really concerned about it, maybe only the retired veteran cadres are left.

Can directly say, now many young families even if the TV boot, most of the time is only the background, or even if the boot, watch TV is only a family of individuals, but no longer the whole family together enjoyable, the audience ratings reflect the audience and the level of viewing and so is completely different from before.

The evaluation of Intelligent TV should combine the new era's TV mission and use value, otherwise, the simple boot rate or the long viewing time, the ratings can not correctly reflect the real situation of TV use. After the popularization of Intelligent television, the index of open probability and the length of TV viewing become more and more important, some of the traditional measures of Internet video should be entered into the TV evaluation.