NBC Digital Entertainment plans to release NBC.com’s show-specific streaming demographic data, beginning with the June metrics. This roll-out of show-level data, which will be distributed through Nielsen Online’s VideoCensus in July, marks another effort in NBC Universal’s efforts to deliver transparent metrics that provide more effective 360-degree planning and analysis tools. The announcement was made by Vivi Zigler, Executive Vice President, NBC Digital Entertainment.
"The digital entertainment business is maturing and part of the natural evolution is the ability to provide accurate measurement to our clients," said Zigler. "We especially like the transparency of the VideoCensus methodology because we know exactly what is being measured."
"Show-level data is something that advertisers have been asking for and NBC Universal is confident the numbers we’re releasing through Nielsen Online’s VideoCensus are both accurate and illustrative of the dramatic engagement that content from NBC Digital Entertainment delivers," said Peter Naylor, Senior Vice President, Digital Media Sales. "We’re committed to working with advertisers to advance their understanding of how media performs across platforms and across audiences."
This marks a further step in the efforts made by NBC Universal to provide better, more accurate and more actionable cross-media metrics, by partnering with companies such as IAG and Nielsen. Nielsen’s new streaming measurement, Nielsen Online’s VideoCensus, makes it possible for advertisers to more easily compare streaming numbers show by show. It will also make it easier to analyze cross-platform consumption and the full reach and engagement of content.