NBCUniversal and iSpot.tv: The benefits of upweighting OTT in TV campaigns

Alex Brownsell

A study into how advertisers can optimise TV campaigns with a combination of OTT and linear impressions.

This is a tumultuous moment for media measurement – and especially so in the US TV market.

In September last year, long-time incumbent Nielsen was stripped of its accreditation for local and national TV measurement by the Media Rating Council. A few months later, NBCUniversal – notably vocal in its criticism of Nielsen – announced an alternative, cross-platform measurement partnership with iSpot.tv, with a greater focus on its two-year-old Peacock streaming service.

Rather than measuring “proxies” via a panel-based approach, the media owner adopted a data-driven method to measure “exact” campaign exposure across both linear and streaming formats....

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