24 September 2016, USA :
Facebook apologized on Friday for an error in the way it measured video viewership, a miscalculation that greatly overstated how much time, on average, its users were spending watching videos.
David Fischer, vice president of business and marketing partnerships, wrote in a Facebook post, “About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed. The metric should have reflected the total time spent watching a video divided by the total number of people who played the video. But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. While this is only one of the many metrics marketers look at, we take any mistake seriously.”
“We want our clients to know that this miscalculation has not and will not going forward have an impact on billing or how media mix models value their Facebook video investments,” Fischer further stated.
The measurement didn’t affect how much Facebook charges to run video spots, but analysts say ad agencies may have used the Facebook estimates as a key metric when they plan campaigns and decide how much advertising to place on Facebook or competing sites. Source- Facebook