The Challenges Of Mixing TV and Digital Data In eSports | THE NEXT LEVEL 042
TNL Take: Like Woody Allen said “If you want to make God laugh, tell him about your plans”.
I wanted to follow up on my Twitter analysis from last week and unfortunately got sidetracked with work. However, in another case of coincidental timing, the following happened this week as well.
Similarly to Turner’s release of E LEAGUE’s final numbers, ESPN took a similar route by updating their Evo 2016 broadcast data with “total uniques reached” vs. the previously reported standard of Nielsen’s average. I use the term “took a similar route” loosely because I’m not even sure ESPN approved this but here’s what happened:
On Sunday, the following exchange occurred between Evo head Joey Cuellar (for the record, I don’t know Joey but he and the team pulled off an amazing event) and myself:
I do some quick thinking and realize what’s happened.
If you’re a Media and data dork like myself, you should follow @SportsTVRatings on Twitter because he brings a great perspective to TV ratings analysis. I’ll make it easy and just provide what he wrote about this:
I did very similar math on my analysis of MLG vs. MLB way back in THE NEXT LEVEL 005. Following up on my eSports analysis piece from earlier, I want to be crystal clear about this: These are not wrong statistics but here’s the issue:
When you mix uniques, averages, impressions, views, viewing time, etc. across different platforms — it gets very confusing and time consuming.
Unfortunately a “universal eSports” standard is just not going to happen as the majority of media moves to platforms controlled by the big boys: Google, Facebook, Twitter and Amazon and whoever wins VR/AR.
I’m not going to try and boil the ocean and change PR and Marketing practices.
Let’s at least keep universal what I believe are three key data points for Brands and Agencies for eSports when combining both TV and Digital Data:
- /001 TV: Nielsen Hourly Averages. Because…
- /002 Live Streaming: When you use a US Only Average Concurrent Viewership (ACV) you have a nice data comparison!
- /003 Both: Total Engagement Time. It’s a great overall metric and works both ways!
- Social: Go crazy because ultimately it’s going to come back to those Social platforms to back up the data so not counting this as number four.
I’m not saying those are the only metrics to provide, it just makes it easier on Media buyers.
I’m also trying not to oversimplify the problem or the solution but ultimately we have to make it easier for Brands and Agencies to understand the value of eSports are it will be very challenging going forward as there always will be the Hot Trend Of The Day.
Bayern Munich Signs On For EA Sports FIFA Partnership
TNL Take: Powerhouse German team Bayern Munich announce partnership with EA Sports. Nothing radically new here but great to see another traditional Sports team embrace eSports.
The curious thing is why Bayern didn’t sign an eSports FIFA Athlete like fellow Bundesliga team VFL Wolsfburg or even a team like other Pro Teams in Europe.
Currently France’s Ligue 1 is the sole remaining top league that doesn’t have eSports affiliation as England’s EPL, Germany’s Bundesliga, Italy’s Serie A, Spain’s La Liga, Portugal’s Primeira Liga and Turkey’s Super Liga all have teams.
As I previously wrote, I’ve added in the Brazilian team Santos FC that have also invested in the space which brings the total global Pro Team investment to 11.
I wonder what German Telco Brand would make a great fit here as well?
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