iWorld

Nielsen to launch new commercial metrics to track individual ads on TV

Industry watchdog MRC had suspended Nielsen ratings this September

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/11/23/nn.jpg?itok=hM6EnRTE

Mumbai: Nielsen has announced that it will enhance its National television measurement by measuring viewing in a more precise manner, allowing for a future where audience estimates are based on individual ads rather than commercial minutes.

The latest enhancement to Nielsen Individual Commercial Metrics will help pave the way for true comparability across the digital and linear platforms and comes following a series of tech, measurement and methodology advancements as Nielsen accelerates its efforts for delivery of Nielsen One, its cross-platform measurement solution, it said on Monday.

With more precise commercial measurement, agencies, advertisers and brands will have the unprecedented ability to directly compare, plan and optimise ad campaign performance over both digital platforms and linear TV.

The announcement comes three months after the company lost the industry approval for its national TV rating service after the board of the US-based Media Rating Council (MRC) suspended its accreditation. The suspension of the decades-old TV rating service followed a long standoff between Nielsen and the networks over the former’s services, including discrepancies in the data shared by the company during the pandemic.

Nielsen said it has also expanded its relationship with Extreme Reach, the global leader in creative logistics, allowing for an efficient way of encoding the vast majority of all national linear TV commercials with Nielsen’s watermarks, which will launch in the first half of 2022.

“We’re very pleased to collaborate with Nielsen on this important step in improving workflow efficiency for marketing teams, which has been at the core of our mission at Extreme Reach for over a decade. Nielsen’s ongoing efforts to embrace the morphing worlds of linear and digital TV now provide a means for marketers and their agencies to understand and value digital and linear TV commercials in a directly comparable way, which is a distinct improvement for the industry,” said  Extreme Reach COO Gaurav Agarwal.

Nielsen’s new Individual Commercial Metrics reporting capability will enable the measurement of linear television at a “subminute” level and audience estimates at a level of granularity that is more comparable to digital. Providing comparability in this manner paves the way for Nielsen One to provide something long sought after as an industry imperative—true deduplication across platforms, it said.

“Giving the industry true, trusted metrics that offer harmonisation across platforms is the bedrock to revolutionising the cross-media buying and selling process and a foundational step toward Nielsen ONE,” said Nielsen SVP Product Management Kim Gilberti. “By transforming our TV measurement and moving to Individual Commercial Metrics, both media buyers and sellers will be able to maximise the value of their inventory as well as capitalise and drive return on investment of their advertising spend across the rapidly converging traditional and digital landscapes.”

As a first step in this plan, in early 2022 Nielsen will enhance its process for collecting and crediting watermarks, enabling the detection of watermarks more frequently within a given minute, allowing for credit of shorter duration events, such as individual ads. This change will give sellers the ability to utilise Nielsen’s reporting to properly value their commercial inventory—from pricing to placement.

For the first time, Nielsen’s television measurement will also leverage Gracenote Content Signatures, which will allow for granular crediting for instances where there is no watermark present.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/26/game.jpg?itok=Xv3HOPT0
Indian mobile gaming to become a $5bn+ industry by 2025: report

The gaming sector in India is growing faster than most media sub-sectors - including cinema and home entertainment, audio and more. The industry is currently generating $1.5 billion revenue and is expected to triple to $5 billion plus by 2025 on the back of the "mobile first" phenomenon, according...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/26/hk.jpg?itok=GMPnjLVM
Indian content producers see uptick in revenues from online video platforms

The production of local originals in India is heating up and giving a boost to the creative economy. Online video platforms are expected to invest heavily into local original content to ensure robust paid subscriber growth.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/avia.jpg?itok=zBSfdbR1
Satellite remains an essential element of video distribution: AVIA

The Asia Video Industry Association (AVIA) hosted its annual satellite industry forum on 18 November as a virtual conference.

iWorld Telecom
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/saregama.jpg?itok=IaDH-rXr
Saregama inks music licensing deal with Chingari

Music label Saregama has inked global music licensing deal with homegrown short-format app Chingari.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/eros-bsnl.jpg?itok=fjSE2pG5
Eros Now extends partnership with BSNL to cover postpaid customers

Eros Now, the South Asian OTT entertainment platform owned by Eros STX Global Corp, has announced the extension of its partnership with the Indian state-owned telecommunications company Bharat Sanchar Nigam Ltd (BSNL). Eros Now had first partnered with BSNL in 2019 for its prepaid user base.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/leap-logo.jpg?itok=XCOWwXJn
Disney+ Hotstar launches LEAP program for agencies

Disney+ Hotstar has announced the launch of LEAP - An educational program for agency planners on advertising solutions and online video marketing on Disney+ Hotstar.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/gaurav-sunil.jpg?itok=Ee3dBi0v
Prime Video’s Gaurav Gandhi, Disney+ Hotstar’s Sunil Rayan on growing SVOD in India

After the windfall of 2020, the streaming industry saw consumers’ on-demand content consumption patterns getting more and more well-entrenched and diversified in 2021. As exaggerated trends rationalised, players in the OTT.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/pub.jpg?itok=-9LMA764
PubNation summit 2021: Tracking the next big surge

The last 18 months saw the publishing industry adapting to several new trends, leading the way to new business models and use of the latest technology. Data became the new currency, and aggressive efforts were made to mine this data to gauge the audience behaviour that also went through a constant...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/24/img_24112021_115510_800_x_800_pixel.jpg?itok=xRTcLJjf
Netflix to acquire virtual production studio Scanline VFX

Mumbai: Netflix has announced its plans to acquire virtual production studio Scanline VFX. The company is responsible for the visual effects in Netflix series like "Cowboy Bebop," "Stranger Things," and "Blood Red Sky." The company expects to complete the acquisition by the end of first quarter...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required