Ratings VS on demand, TV OR network video who is the first drama platform

Ratings VS on demand, TV OR network video who is the first drama platform

The network plays a certain degree of supplementary functions. The amount of billions of broadcasts does not fully reflect the actual situation.

The amount of online video clicks is also called on demand. Click volume is a measure of website traffic. In English, “page view”, abbreviated as pv, refers to the number of times a visiting user clicks on a web page, also called page views.

According to the explanation of Baidu Encyclopedia, an independent visitor is determined by the IP address or cookie. By default, visitors will be terminated if they stay on the site for more than 30 minutes without any action. If a visitor leaves the site for 30 minutes and then visits again, the web log analyzer will consider it to be two visits. If the visitor visits again within 30 minutes, the web log analyzer will still see it as a visit.

For example, the TV drama "Ordinary World" jointly broadcast by Beijing Satellite TV and Shanghai Dragon TV on February 26th, 2015 is also exclusively available on LeTV. According to the data released by LeTV, from February 26 to March 25, the show will be released in LeTV at a daily update of two episodes of 56 episodes, which will be synchronized with the television station. As of March 31, 2015, the on-demand volume of the drama totaled 360 million people.


We know that program ratings are the cumulative number of viewers (arrival rate) and viewing duration (faithfulness), which is the number of people, not the number of people. The advertisement rating (GRP) is measured by the arrival rate and exposure frequency. Since the advertising duration is very short and is counted as the number, the advertisement rating is closer to the number of statisticians.

Taking into account the 30-minute rule of pv measurement, it is possible to approximate the placement of a TV episode on the Internet as the broadcast of a TV commercial, and the same set of TV dramas is recorded as a broadcast on the same day (this is the most conservative Assuming that in fact the same episode TV series can be played repeatedly in one day, which is equivalent to multiple launches, so that the total number of launches is more, then the total number of launches of the 56 episode TV dramas in 34 days totals 1148 times (ie, 2 (34+33). +...+7). There was no new delivery for 6 days from March 26 to March 31).

If the entire netizen is used as a potential total audience for online video, the figure was 649 million at the end of 2014. Thus, the average ratings of 56 episodes of "Ordinary World" after 34 days of internet broadcast can be estimated as 3.6/(6.491148)100%=0.05%. If instead of using all netizens as denominators, instead of using all television viewers (about 1.28 billion) as a potential total audience size to compare with TV ratings, the average ratings of the 56 episodes of TV dramas on the Internet would become 0.02%.

Another example is the recent so-called traffic statistics display from the Internet. The TV series "How to Use the Mouth" was jointly broadcast on Jiangsu TV and Shanghai Dragon TV on January 10, 2015. It was broadcast on the network video platform during the same period. Since then, as of February 1st, it has received more than 5 billion Internet video hits. During this period, the episode was broadcast two episodes a day, and was broadcasted on January 27th. 36 episodes were broadcast on the line.

According to the same algorithm as described above, the total number of times the drama is played on the Internet for 23 days is 522 (ie, 2 (23+22+...+6), and there is no new launch on January 28 to February 1 for 5 days). The average ratings of all netizens can be estimated as 50/(6.49522)100%=1.48%, and the average rating among all TV viewers is 0.75%.

Based on the survey data of the CSM National Network Ratings, the average ratings of the “Ordinary World” premiere at Beijing Satellite TV are 0.47%, and the average ratings at Shanghai Dragon TV are 0.28%, a total of 0.75% between the two. The video broadcast ratings 37.5 times.

The average television ratings of the same TV drama “How to Use the Truth” was 0.91% at Jiangsu Satellite TV, and 0.58% at Shanghai Dragon TV. The total of the two ratings was 1.49%. The same rate was the rating of online video broadcasts under the same caliber. 2 times. Comparing the two, it is clear that the rating of "He" plays on the Internet is much better than that of Ping, and "He" has achieved good ratings on both TV and Internet broadcast platforms.

The above analysis and comparison tells us that television is still the main platform for TV dramas to obtain viewers' ratings, and the network has a certain degree of supplementary functions. We cannot passively confuse hundreds of millions of billions of so-called on-demand data, thinking that the Internet has really defeated television and become a big drama platform, although this process is still advancing. The current era is full of data, and some data are self-contained, with no shortage of bubbles or budgets; they still have to uphold a little scientific spirit to find the existing logic from the numerous data. Keep things as root as possible.