This morning I saw this post from Todd Cochrane about his coverage of last year’s CES. Like last year, I’ll be speaking again at CES and look forward to seeing both Todd and Andy. We bump into each other a lot at the Bloghaus and always have productive conversations.
What caught my attention was this [emphasis added]:
While we reached over 13 million viewers from our CES coverage last year, the opportunity remains for a company or companies to get some major exposure by being a dedicated sponsor for the event.
Wow! “…13 million viewers…!” Unique individual viewers? Todd, CEO of RawVoice, has been a champion of podcasters using accurate numbers, statistics and download reporting, so like many others I hold him to a high standard – one which he has embraced. But 13 Million viewers? Where does that number come from? We all know you can’t count viewers. Letting that slide, let’s just assume he means potential viewers. To put it in perspective, assuming all those pulling his content own computers (not a stretch) and probably also own TVs (also not a stretch) that would give Todd and crew a Nielsen score of roughly 13! Using last week as a reference that would have sandwiched him between 60 Minutes, Deal or No Deal and the Survivor China Reunion. I don’t need to tell you but that should return gargantuan advertising revenues! I have to admit, I have questions…
- Todd sells ads for podcasters as a business. At any reasonable CPM he can take Andy and a whole lot of other folks to CES and tear up the whole town Sinatra style! What is the problem?
- Are advertisers/sponsors not interested in buying 13 million unique tech savvy “new media” video impressions?
- Why hasn’t he sold the inventory yet? If the numbers are right it should be a slam dunk and I assume, the crown jewel of his Blubrry Network.
- 13 million viewers – why is Todd asking for “CES Fund” donations for his trip?
I’m not one for controversy but something about “13 million viewers” just caught my eye. Why? Because as a consultant to Fortune 100 companies on podcasting and new media I sit in conference rooms and have to answer questions like, “This guy says he has 13 million viewers, why don’t we?” I’ll let you infer what my answer is, but frankly, it is not one I like to have to give.