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I'm not sure the it's all that different though really, since I don't think it measures "watched" as much as "had the show on as noted by the set box". Unless t
by csydas 10y ago
I'm not sure the it's all that different though really, since I don't think it measures "watched" as much as "had the show on as noted by the set box". Unless the tech has changed, I think it just is hardware that determines what was on the TV and when; it's not actively checking to see if people are watching.
Just having the TV on doesn't really mean that the people are watching, paying attention, or even in the same room. (for an example, my folks insist they can't fall asleep unless the TV is on in the background, with my mother and aunt joking that the Law and Order theme song is a lullaby for them). That certainly would be more in line with what the Snapchat audience is like.
Advertisers are well aware of this and seem pretty contented with that fact, and have devised some real-world tactics to better get their audience's attention.
- bleachedsleet 10y agoAlso worth noting that any view on Snapchat is indicative of active engagement because of the ephemeral nature of it (even the stories to an extent are a view it once experience). All my peers (younger age brackets) always use Snapchat when they want to guarantee a response from their friends because it forces immediate interaction. Despite its urgent nature, I've found it actually forces more thoughtful responses because people have to make time to actually view and immediately reply. Also, anyone they follow on their stories is usually viewed at some point. Browsing your Snapchat story updates is akin to a modern form of scrolling through the news but with guaranteed viewership.