Nielsen plans shift from measuring ad break ratings to individual ads | WARC | The Feed
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Nielsen plans shift from measuring ad break ratings to individual ads
Nielsen, a company whose measurements have helped set ad rates for decades, is planning to strengthen its offering to networks and brands by improving the granularity of its measurement down to the individual ad, Variety reports.
Why it matters
Linear TV continues to move to greater addressability – a situation in which a media buyer can purchase audience rather than a slot during a TV show with an assumed audience, a bit like online advertising – measurement must follow suit and simplify comparability between linear TV and other forms of ad-funded TV consumption.
Nielsen’s plan comes as networks increasingly measure their own performance as more and more viewing moves online, threatening an important part of Nielsen’s business model, in which networks pay for data on their audiences which in turn help them to attract advertisers.
- “Over time, we anticipate that buyers and sellers will begin to transact against the individual commercial metrics of a given ad, rather than maintain the current construct of looking at the average of all minutes within a program”, Kim Gilberti, senior vice president of product management at Nielsen tells Variety.
- Nielsen is working with a measurement company, Extreme Reach, that will place digital watermarks to linear TV ads.
- Launch is planned for the middle of 2022, which means that the technology won’t be available for the industry upfronts, when American networks sell an important chunk of the coming year’s ad inventory.
Sourced from Variety
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