Nielsen will now credit video content distributed on Facebook, Hulu and YouTube in its Digital Content Ratings.
The addition of metrics from the two biggest homes of online short-form video consumption and an increasingly popular OTT service means that participating TV and digital publisher clients can now capture incremental viewing of their content within their reported audience numbers.
While enabled publisher clients will be able to receive credit for video distributed on Facebook and YouTube in Nielsen’s Digital Content Ratings, Hulu will be providing select media partners with credit for current series content distributed on the platform, with data evaluation set to begin by the end of August.
With the moves, both TV and digital clients enabled for Digital Content Ratings will be able to display viewership of their content across all platforms, including these key digital distributors.
“The inclusion of video content distributed on Facebook, Hulu and YouTube in Nielsen Digital Content Ratings is a major accomplishment and part of our ongoing commitment to providing the industry with independent, comprehensive measurement of the evolving consumer landscape,” said Megan Clarken, President of Product Leadership at Nielsen. “Through capturing this audience, Nielsen is providing publishers, agencies and advertisers with a better picture of today’s media consumption, with comparable metrics.”
Nielsen will provide content owners and distributors with the same visibility to data for all distributed video content. Providing a consistent and transparent view ensures a level playing field with access to the same information across both publishers and platforms.
“As the world continues to shift toward social and mobile, the enhancements to Digital Content Ratings will be invaluable for digital publishers and advertisers alike,” said Ashish Patel, SVP of Audience Development & Insights at Group Nine Media. “We at Group Nine rely on data to inform our business and content strategy, more deeply understand our audience, and contextualize our standing in the media ecosystem. We’re thrilled to have access to these new measurements as we continue to rapidly grow and evolve.”
Michele Donati, SVP and Managing Director for WHERE at Horizon Media, added, “Nielsen incorporating crediting of distributed content across Hulu, Facebook and YouTube into its Digital Content Ratings is an important first step in helping to provide our clients with more complete communications planning and activation resources that are more reflective of the digital ecosystem that consumers navigate each day.”