A common misconception is that the average viewer can do nothing to impact television ratings and data unless they are a Nielsen Box family. In the past, this might have been true, but the advent of DVR, online streaming, and social media means there are multiple opportunities for viewership to be tracked and counted. While live ratings are traditionally the most critical data category, networks are increasingly taking C3/C7 delayed viewing and repeat viewings into consideration when deciding whether to cancel, renew, or save a show.
As we navigate the tricky business of ratings, here are some terms to know:
Live ratings – the number of live viewers that watch/stream during a live airing of a show from beginning to end.
Delayed viewing – delayed online viewing any time after a live airing.
+1 – delayed viewing of a show within 24 hours after it airs.
+3 – delayed viewing of a show within three days after it airs.
+7 – delayed viewing of a show within seven days after it airs.
C3/C7 ratings – combined delayed viewing numbers for +1, +3, and +7.
So what is “Nielsen” and how are they calculating ratings? Nielsen is a data analytics company that gathers and tracks information on what people watch, listen to, and buy. In the United States, a small number of households have a box in their home that tracks their viewing data. Nielsen mainly uses that data to estimate how many people are watching a show at a given time. While we are taking a closer look at the specifics for Shadowhunters and its current situation (canceled at the time of this article), there are viewing strategies that can apply to any show. Fans can directly impact a wide range of ratings data if we are mindful about how and when we watch.
It’s widely assumed that watching a show via the cable box counts in some way, but unless you are a Nielsen family, this is an invisible view that is not tracked or counted in a data category. Instead, viewers can shift to tracked platforms to boost numbers in various ratings categories and show prospective networks and platforms the worth of hosting a particular show.
Here are a few guidelines to ensure your views are seen and counted during live airings or for delayed viewing.
Pick a Platform
Choose one the following platforms to stream Shadowhunters during a live airing. Directions for how to access each platform are readily available on each site/app.
Official Network Platform, i.e., Freeform.go
Views on any of these platforms are counted via internal data tracking and Nielsen for live or C3/C7 delayed ratings. All of these data categories are important. Ratings are a key factor for networks and platforms alike while internal data tracking is key in determining whether a platform like Hulu, for example, would consider picking up a show. Internal data tracking is largely secretive, but online streaming platforms keep careful tabs on how many subscribers are watching a particular show and repeat viewings. These numbers help platforms decide what shows to carry or save from cancelation. For example, Amazon Prime likely saved The Expanse because of its live ratings average and internal data tracking numbers.
Watch/Stream Live
Using the platform of your choice, log on, and stream the show live when it airs. In order for a view to count in live ratings, you must start live streaming within the first three minutes of start time.
Do not change channels during a live airing. This is crucial during commercial breaks. Data tracking covers the entire hour the show airs and an interrupted view may not be counted or included in key data categories.
Watch all the way to the end including credits. Play it safe and don’t stop until the next scheduled program begins airing. This is especially true when the show runs a little late (i.e., 9:00-10:01). Stay to the absolute end of the show as this often accounts for live ratings adjusting up or down in the final data tally.
Delayed Viewing
To boost numbers in additional data categories, stream the most recently aired episode +1, +3, or +7 days after the original airdate. These views are known as C3/C7 ratings and are carefully analyzed by networks and streaming platforms. Internal data tracking also takes into account how long it takes viewers to watch a new episode as well as repeat viewings.
It’s extremely important to use official network apps, partner platforms, and legal streaming to ensure your view counts in non-linear or delayed viewing data categories.
These are examples of network apps and legal streaming platforms:
Official Network App, i.e., Freeform.go
Apple TV/iTunes
On Demand (varies by cable provider)
Avoid pausing during a viewing. Watch the episode all the way through from start to finish. Just as with live airings, networks and platforms are interested in reliable and consistent viewing. If watching on a DVR or a platform with commercials, do not fast forward through them. It will disqualify the view!
Again, these are vital categories of data and as viewers, we should coordinate streaming at 1 day, 3 days, and 7 days after the original airdate to boost C3/C7 numbers. More and more, networks and platforms are looking at non-linear TV viewing numbers to ascertain the viability of a show.
Social Media Engagement
Nielsen measures social media engagement by tracking the total number of engagements on official show and cast accounts on Twitter, Facebook, and Instagram. Those numbers are then tallied and reported. From there, live ratings are adjusted to account for social media engagement.
While it’s easy to get on Twitter, Facebook, and Instagram and post about a show, some engagements are more important than others. As a fandom, it’s critical to coordinate and stick to a strategy that will impact the social media traffic that Nielsen tracks the most. The key word in all of this is “engagement” and more specifically, what counts as engagement.
Engage with the show’s official accounts on Twitter, Instagram, and Facebook.
Engagement includes: comments, likes, retweets, quotes, and hashtags. When the official account tweets and/or posts on Facebook or Instagram, engage with them in every way possible.
Use official hashtags generated by the official account. For example, #Shadowhunters and #ShadowhuntersChat are two hashtags utilized by @ShadowhuntersTV during a live airing, so viewers should be using those hashtags during peak tracking periods.
Social media engagement is tracked three hours before, during, and after the initial live airing (EST).
Nielsen also tracks engagement via official accounts of cast members, however, it isn’t as accurate as interacting with the official show account. Tag the official show account and use the hashtags to increase the chances of being tallied.
Social media engagement is a golden opportunity in that it literally gives everyone a chance to impact live ratings including international audiences.
International Viewers
International viewers can impact data categories as well. In terms of live ratings, they can make a big difference by engaging on social media during peak tracking periods. Social media engagements are factored into live ratings regardless of whether they come from U.S. or international viewers.
Most international viewing occurs via Netflix, so we’re focusing on that platform in terms of viewing strategy. Watch each new episode on Netflix the first day it becomes available and be consistent on a week-to-week basis for each new episode. Netflix specifically tracks views on first-day availability to gauge audience and subscriber interest levels. High numbers in these data categories really packs a punch!
Avoid pausing the episode as Netflix tracks how often a viewer pauses an episode and factors into how they track audience and subscriber interest.
Finally, re-watch episodes frequently as Netflix tracks repeat viewings to determine whether a show is renewed, canceled, or picked up.
Can You See Us Now?
Unfortunately, there isn’t a lot of certainty regarding which platforms integrate data into live ratings and those that don’t (for some reason, it’s a huge secret). Frustrating as that may be, it’s important to remember that fans actually do have the power to be visible and trackable. While we can’t guarantee how all data is tracked, one thing we know for certain is that for most, a cable box view is invisible. But streaming on a tracked platform and engaging in social media is seen and tracked by various sources and fed into important data categories that matter to networks. That means your view counts and goes towards saving the show you love most.
Shadowhunters returns with Season 3B starting Monday, February 25, 2019 on Freeform.
