Nielsen has responded to the increased demand, and desire, of marketers for an effective multimedia metric that will allow it to best gauge where to place media dollars and how to shape media buying and planning for CMOs and brand managers across the U.S.
The nation’s dominant audience measurement company early Tuesday (12/8) revealed that it will launch “a single, cross-media solution to drive more comparable and comprehensive metrics across platforms.”
This “transformative” cross-media “solution” takes the name Nielsen ONE, and Nielsen believes it will “evolve the current metrics that underpin the more than $100 billion video advertising ecosystem using a phased approach.”
When will it arrive?
Nielsen plans to launch its single measurement solution beginning in the fourth quarter … of 2022.
But, Nielsen will not fully transition the industry to cross-media metrics by the Fall 2024 season.
Starting in Q4 2022, Nielsen will release parallel cross-media ratings that will deliver metrics at subminute intervals for individual ads and content. Nielsen expects this measurement will ultimately become the foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.
How Radio fits in the mix is certainly a question that many will have. RBR+TVBR has confirmed that as part of the Nielsen ONE panel, the Nielsen Audio radio panelists will be integrated into the respondent mix to capture viewing. “This is all total video,” a Nielsen spokesperson said.
Indeed, Nielsen’s Tuesday announcement places a focus on video content, noting the trillions of minutes U.S. adults have given to digital, linear TV and streaming since the start of the COVID-19 pandemic.
“As audiences move seamlessly between linear, streaming and digital, advertisers are demanding a single, deduplicated view of their audiences across all platforms and mediums,” Nielsen says. “Concurrently, publishers want to provide more ad options for buyers and improve the overall viewer experience.”
Nielsen COO Karthik Rao elaborated, “With Nielsen ONE, we are delivering a single, comparable metric for TV and digital that will provide video consumption across all platforms, services and devices. For media buyers and sellers, this means better monetizing their assets and maximizing their investments.”
Dentsu Media CEO Doug Ray added, “With the rapidly evolving landscape and on-going shifts in consumer behavior, it is no longer acceptable to take a siloed approach to our clients’ video plans. Cross-media measurement is paramount to maximize reach across platforms with the right frequency. We are encouraged by Nielsen’s commitment to a single measurement solution and unified framework that will drive comparability across TV and digital video so that our clients can better allocate dollars and maximize ROI.”
As previously announced, Nielsen is evolving its National TV currency to include addressable measurement and expanding connected TV (CTV) coverage to include additional smart TV manufacturers and digital video platforms in 2021.
