Nielsen, of New York and Columbia, 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 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 continues to make progress in its delivery of Nielsen ONE, its cross-platform measurement solution.
With more precise commercial measurement, agencies, advertisers and brands will have the unprecedented ability to directly compare, plan and optimize ad campaign performance over both digital platforms and linear TV.
Nielsen has 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. Extreme Reach’s end-to-end technology platform moves creative at the speed of media, simplifying the activation and optimization of omnichannel campaigns for brands and agencies with unparalleled control, visibility and insights.
“Giving the industry true, trusted metrics that offer harmonization across platforms is the bedrock to revolutionizing the cross-media buying and selling process and a foundational step toward Nielsen ONE,” said Kim Gilberti, Senior Vice President Product Management, Nielsen. “By transforming our TV measurement and moving to Individual Commercial Metrics, both media buyers and sellers will be able to maximize the value of their inventory as well as capitalize 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 unique ability to utilize Nielsen’s reporting to properly value their commercial inventory – from pricing to placement.