Hey guys, so we know a lot of you have been curious about the ratings drop that’s been taking place this year.
You may have noticed that we didn’t show a lot of concern for the changes that were taking place, which was due largely to the fact that we knew we were missing a lot of important data. We were hesitant to come right out and say that “THE NUMBERS ARE FALLING” before we got a full picture of what was going on.
For instance: Things like the 12-34 demo (most important to MTV) and time shifting data (the number of people watching at a later date) just isn’t public information. It was important to us that we obtain this info before we started making any broad statements that might be completely incorrect. And it’s probably a good thing we delayed those responses.
In the interest of science, we’ve managed to gather some info for you. An authorized source has passed on a few stats and given us permission to share them with you.
First thing is first: While the Nielsen ratings are down, Teen Wolf has actually seen their highest DVR numbers ever.
- For example, a typical DVR lift in season 3B would be 40% for Live + 3 days.
- And this season the DVR lifts were more around 60%.
(Live + 3: The number of people that watched a program either while it was being broadcast live OR watched via DVR on the same day as the program plus 3 days out.)
- Furthermore, the lowest rated episode in season 4? It actually got a 74% lift, the highest ever for the show.
- We also learned that that numbers on Live + 7, video on demand, the web and the MTV App were also up this year.
(Live + 7: Same as above, but 7 days out rather than 3.)
Which tells us that there IS a significant change taking place. There was close to a 18% drop in Nielsen ratings this season, which is consistent with shows airing with a similar demographic. All of this suggesting that there’s a larger shift taking place - from how people are choosing to watch television rather than the number of people actually watching.
And this really isn’t a surprise at all when you consider the younger demo Teen Wolf targets. This is a generation that is much more acquainted with watching TV on their time rather than scheduling to watch live. Which is something Nielsen will be incorporating into its data next year.
We hope you know that we’re not sharing this information to try and persuade you of anything. This is going up in the interest of data sharing. If anything, we just want to add some context to the larger impression of where Teen Wolf stands in terms of viewers, and inform you why we’re not as concerned as you may think. Feel free to discuss things further!! And hopefully we’ll have more information to share with you in the future.
This is all wonderfully accurate information that people should totally take note of but it also ignores a couple of things.
The first is that a drop in live viewers indicates a drop in audience engagement. People are still watching, but it’s not longer a priority. These days appointment viewers are where it’s at for an active audience (and especially important for advertisers).
Second is that everyone keeps forgetting that 3B aired at a different time of year, so the numbers can’t be accurately compared to other seasons due to an unmeasurable variable.
Third, Nielsen ratings might be ridiculously outdated and completely inaccurate in regards to measuring a shows actual popularity but they still matter to the men with the money. Those stuffy old white dudes that control networks and more importantly advertisers, those guys are pretty stuck in their ways and for some reason they still think Nielsen is the be all end all.
tl:dr - the problem is not just Nielsen but the network system. As long as they rely primarily on advertising revenue this shit matters.
Fox has also dropped ‘Assassin’s Creed’ from its release calendar.