Viacom stands to gain from new audience measurement

Michelle Clancy | 24-12-2013

As consumers increasingly use online and mobile video, TV programmers stand to gain as Nielsen, ComScore and others come up with ways to appropriately measure online audiences and mobile viewing, said Cowen & Co.

Viacom especially will benefit, the firm noted. "As measurement of video-on-demand and online viewing improves, Viacom should disproportionately benefit, as we believe their young-skewing audience likely over-indexes to those viewing methods vs. other big media networks," said Cowen.

Cowen also named Viacom its top media pick in its 2014 outlook. "The company's domestic ratings remain stable, which we expect will continue to support midsingle-digit advertising growth in 2014," said Cowen. "European ad trends appear to be stabilizing, which should help growth for non-U.S. networks."

"I think over the next year there will be progress made by Nielsen and other parties around the world, and we will see better sampling methodology, better coverage of other devices, whether it's the tablets or smaller mobile devices," said Viacom CEO Philippe Dauman, at a recent UBS conference.

"We have a lot of our viewing of content taking place in a way that's not satisfactorily measured. Once that measurement becomes better we'll be able to put more of our content on these devices."