Nielsen Marries TV and Online with Cross-Platform Campaign Ratings
By Rob Scott
October 2, 2012
October 2, 2012
- Nielsen announced it is launching a new rating service that will enable advertisers to gauge the popularity of their campaigns across a variety of viewing platforms.
- The long-awaited Nielsen Cross-Platform Campaign Ratings will combine data from online and television metrics. The project was developed in partnership with ESPN, Facebook, GroupM, Hulu and Unilever.
- “According to the latest Nielsen Cross-Platform Report, in addition to watching 34-plus hours of TV per week, the average American spends nearly five hours online on the computer,” reports Broadcasting & Cable. “Nielsen also said more than half of Americans now watch video online, with online viewing increasing average weekly video consumption to somewhere around 35 hours.”
- “Since traditional TV and the Web typically use different metrics, it has been hard to calculate a campaign’s total reach and frequency across platforms,” notes Advertising Age in a related report. “This effort builds upon Nielsen’s Online Campaign Ratings, which was rolled out last year to provide demographic ratings of online-ad campaigns with metrics comparable to those used for TV advertising.”
- “Creating a way to reach, measure and monetize inventory across screens and platforms advances the industry toward the high caliber, seamless standard that can provide new opportunities for players across the industry,” says Steve Hasker, president, global media products and advertiser solutions at Nielsen.
- However, some argue that the new approach is oversimplifying matters since consumers engage differently with TV than they do with their digital devices.
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