Hulu audience smaller in new measurement -- comment

MEASURING SHTICK: Hulu, long regarded as the #2 video site behind YouTube, is actually #10 at 24m viewers, losing 45% of its previously measured audience following an overhaul of ComScore's methodology, the L.A. Times reported yesterday. ComScore’s Andrew Lipsman told the Times that Hulu was hit both by declining interest in TV shows during the summer rerun period and "a projection factor that was probably a bit too high. We have better information and recalibrated." But it’s worth noting that, when any rating service changes methodology, there are corrections, whether accurate or inaccurate. This was seen most recently with Arbitron's move to the PPM and its subsequent effects on all aspects of the way radio has changed its musical programming based on these “corrected” results. (7/28a)