Optimedia Develops Content Power Ratings

NEW YORK Publicis Groupe-owned Optimedia has released the 2007 Content Power Ratings Report, a quarterly index that ranks the reach of the top 100 television programs based on the number and quality of viewers across both traditional and digital media.

Antony Young, president of Optimedia U.S., said initially the research was meant as an internal tool to help the agency prepare for this year’s upfront. “We put the data out into the marketplace because the industry should be thinking about how to measure and evaluate television differently,” he said.

The report’s findings indicated that the top three shows (in terms of TV and Web ratings as well as buzz) were Fox’s American Idol and ABC’s Dancing With The Stars and Grey’s Anatomy. Despite low TV ratings, the CW’s Gossip Girl scored highly with audiences on digital platforms such as online and mobile, outranking shows such as NBC’s Bionic Woman and ABC’s Private Practice — which all shared the same 9 p.m. time slot on Wednesday nights.

“In this report, we’ve reflected not just audience size, but audience appeal — which has become a more important factor in the cluttered media environment. Our research supports a case for valuing the quality of shows, not just their TV ratings, as this is a better judge of responsiveness to advertising and sponsorship,” said Greg Kahn, svp, director of strategic resources, Optimedia.

Optimedia utilized proprietary research as well as information from Nielsen Media Research’s NTI database, comScore’s Media Metrix, E-Poll’s FastTrack, Keller Fay Group’s TalkTrack and Factiva. (Adweek is a unit of the Nielsen Co.)