Overview of Article: The effect of new legislation on local businesses -Direct response
In Nov of 2017 the Federal Communications Commission (FCC), in a 3-2 vote, approved an order allowing “television broadcasters to use the ‘Next Generation’ broadcast television (Next Gen TV) transmission standard, also called ‘ATSC 3.0.’” Described in the Order “as the world’s first Internet Protocol (IP)-based broadcast transmission platform,” the Next Gen TV standard is expected to allow broadcasters to provide more targeted advertisements to individual viewers. Some had expressed concerns over the collection of the demographic and consumer data necessary for Next Gen TV targeted advertising, and applicable privacy safeguards for the new standard. At this stage though, the FCC majority took a wait and see approach to privacy concerns.
Research Goal: (Second half 7250-Digital Video Statistics)
AMD News is obtaining a controlled data set to publish in reference to the new legislation ATSC 3.0.and how it is going to impact local business across America.
We are selecting specific local businesses based on type and geographic area, for the purpose of running targeted commercial video then obtaining feedback data directly from the participants to compare data to current TV statistics (Neilson rating system) (Data set 7147).
- No personal or customer data from the participating business.
- Your business can not have more than 100 employees
- No Costs, contract, security or any monetary requirements to be involved
Sheila Seles of the Advertising Research Foundation suggested that rather than trying to make online ratings look more like TV’s, we should be doing things the other way around — using the powers of the internet to alter the way we measure our viewership.
“Think of [all] the cool ways we can measure digital habits — engagement, segmentation, behavioral tracking — why aren’t we applying that knowledge to television?” she asked. “It’s all digital! There’s a computer in your cable box, so why aren’t we using it right? It just seems so backwards to me.”
Advertisers, she said, need to think outside the box they’ve built for themselves, and that includes taking a long hard look at the “C3” metric. Today, the television advertising system basically trades solely in “C3,” which measures how much of a commercial break viewers are watching. But if you’re watching a recorded program on your DVR and you fast forward through the commercials, the C3 rating isn’t counted. Additionally, if you watch the recorded program more than three days after it originally aired, it also loses much of its impact. Nielsen still tracks those stats, but they don’t hold as much weight.
Further, if an online view is to be measured alongside a television view, it has to have the exact same commercial b eak in length and brand and order on both mediums for it to factor in the C3 metric. And as of now, only the Turner Broadcasting Network channels (including TBS and TNT) seems interested in using the same ads online as on live television.
On: Nov 20, 2017
Feb 20, 2018
On: Nov 16, 2017
On: Nov 20, 2017
FCC adopts a Report and Order and Further Notice of Proposed Rulemaking
authorizing television broadcasters to use the Next Generation television
transmission standard (ATSC 3.0) on a voluntary, market-driven basis
Document Type: Report and Order
FCC Record: FCC-17-158A1_Rcd.pdf
- Report and Order: Docx
Part-1: Creation and Implementation of Participant Material - Send participant's comemrcial out on the online platform.
Part -2: At the end of the run, you would receive a survey asking your opinion (avg time 5-10 mins). Example survey below.
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PLEASE NOTE: Though you have been invited to participate, this does not automatically accept your business into the project. The reporter has final word on participant involvement after an overview call with potential participant is completed.
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