Oprah Nielsen: Oprah & Nielsen Ratings

February 15, 2012 by staff 

Oprah Nielsen: Oprah & Nielsen Ratings, Welcome to the modern age of “personal brand-building” and self-promotion. Actively marketing yourself is now necessary-something career experts are quick to point out to women, who’ve been brought up not to “brag,” and the quiet office types who’d rather keep their heads down and focus on the work. However, few talk about the potential dangers of over-selling yourself.

Media queen Oprah Winfrey provides a cautionary tale. On Sunday night she took to Twitter, where she has 9.2 million followers, and sent a tweet that rocked the internet: “Every 1 who can please turn to OWN especially if u have a Nielsen box.” She appealed to viewers to tune into her year-old network’s Sunday prime-time, which was competing primarily with the 54th annual Grammy Awards show. Soon after the first tweet, she followed up with: “Commercial Grammy people..u can turn to OWN.”

It’s well-known that Nielsen ratings serve as television currency, and Winfrey’s new network has been struggling to collect. At some points last year, it was attracting just a third of the audience expected by advertisers. She and her partners at Discovery Communications have been preaching patience. Now, its most promising program is one hosted by Winfrey, called Oprah’s Next Chapter, which follows her as she travels the world interviewing high-profile subjects. It’s been reaching around one million viewers per episode.

Winfrey may have been keenly aware of competition in the time slot, which over the last few weeks has included the Super Bowl, the Grammy’s, and popular dramas like Downton Abbey and The Walking Dead. It’s not uncommon for her to use Twitter to ask her audience to flip to OWN. On her birthday on Jan. 29, she tweeted: “As a birthday present could u all watch NEXT CHAPTER Sean Penn in Haiti with me tonite on OWN 9/8 ctrl. That would be a great gift .”

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