Does Buzzr really have access to ratings data for a random 10 PM slot on the weekend, or a 4 AM slot? I wonder if some of this speculation is just overthinking things a bit, and given the nicheness (is that a word) of the network, some decisions are just made based on casual feedback or on a whim to mix things up.
As far as we know, BUZZR doesn’t have access to their Nielsen ratings. Nielsen will track almost anything viewed on TVs with one of their meter devices attached to it; but networks & stations have to pay for access to that data, and the cost is quite expensive for smaller stations & networks.
However, there are some emerging Nielsen competitors, like
Comscore &
GfK, that provide similar information at a lower cost. Some smaller networks that find Nielsen to be cost-prohibitive subscribe to one of those services. I wouldn’t at all be surprised that BUZZR uses one of them.
I would think, if anything, they can track viewership via Stirr and Pluto as well as their own website -- I don't think they have to pay/subscribe to any kind of ratings service (like Nielsen) for them.
You are probably correct that Pluto, STIRR, etc. provide this information, but it’s likely not comprehensive enough to be of much use for selling to prospective advertisers (especially since the streaming services often insert their own ads). It can be helpful, though, in helping networks determine their streaming & digital strategies, and may also be at least a factor in making programming decisions.
