Will streaming kill broadcast & cable news?

By: Joe Ferullo

The end is near for television news as we know it.

That’s the clear signal coming from an important set of Nielsen company viewership data that seems like good (or at least not-so-bad) news for cable and broadcast — until you take a closer look at the numbers and trends.

The ratings research confirms that pandemic viewing habits have accelerated massive audience shifts toward streaming — and there’s no going back. Nielsen’s data places the TV news business in the middle of a perfect storm where demographics and economics are hammering a business model, years ahead of most media executives’ expectations…read more.

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The range fluctuates this much because many factors come into play when calculating a CPM. Quality of traffic, source country, niche type of video, price of specific ads, adblock, the actual click rate, watch time and etc.

Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The "M" in CPM represents the Roman numeral for 1,000.

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