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As any media planner will tell you, forecasting views for TV can be overwhelming—and the consequences for mistakes can be huge. Underestimating the number of views means lost opportunity to sell inventory; overestimating results in a failure to deliver advertisers the guaranteed impressions promised and exposes a seller to liability risk.
We need to predict viewership days, weeks, sometimes months in advance, to carry out sales deals. Since views for linear TV can change drastically—even within the same series from week to week—what is a planner to do?