Nielsen, CBS expand measurement, research initiatives


CBSThey’ve expanded their longstanding relationship with a focus on advancing the state of cross-platform audience measurement. The new long-term deal includes strategic research initiatives such as the creation of attitudinal and behavioral segmentations that enable more discrete precision marketing and facilitate a deeper understanding of the path to purchase and resulting ROI of advertising activities.

Building on the momentum of Nielsen’s recent announcement regarding the upcoming measurement of video on mobile devices and the significant investment in local television audience through Nielsen’s Hybrid program, the agreement will allow the companies to capture viewing in an increasingly fragmented landscape.

“Throughout the last several years CBS and Nielsen have collaborated on a number of major research initiatives designed to improve the state of audience measurement and media evaluation,” said David Poltrack, Chief Research Officer, CBS Corp.  “These initiatives have been successful in advancing analytics for traditional media, developing audience measures to encompass the new media alternatives, and integrating these two objectives into a comprehensive cross-platform measurement system. However, these challenges are not effectively addressed by short-term solutions, but require well-planned long-term programs. In recognition of the required long-term commitment required to realize the true promise of advanced media measurement analytics, we have entered into this partnership designed to assure the continuation of our successful collaboration.”

“For over 30 years, Nielsen and CBS have enjoyed a strong and productive relationship which will reach into the next decade,” Lynda Clarizio, President U.S. Media, Nielsen. “Recently, CBS and Nielsen renewed and expanded their agreement promising the most comprehensive relationship that our two companies have ever had. Our collaboration on television audience measurement and qualitative tools incorporating consumer purchasing data sets enables CBS to reach ideal audiences with the most effective messaging.”

RBR-TVBR observation: The goal is build a knowledge base for themselves to pitch to clients the full potential of CBS Corp.’s media properties. A comprehensive cross-platform measurement system that includes consumer behavior and call-to-action related to programming and product integration/native advertising on all devices will put them both closer to understanding ROI in today’s fragmented media marketplace.