ESPN, Facebook, GroupM, Hulu and Unilever among first users: Nielsen announced a major step forward for cross-platform advertising measurement.
According to the latest Nielsen Cross-Platform Report, in addition to watching 34-plus hours of TV per week, the average American spends nearly five hours online on the computer. More than half of Americans now watch video online, with online viewing increasing average weekly video consumption to roughly 35 hours.
So, leveraging the Media Rating Council-accredited Nielsen Online Campaign Ratings and proprietary national TV panel, Nielsen Cross-Platform Campaign Ratings (unveiled 10/1) delivers the true reach of video advertising across screens.
ESPN, Facebook, GroupM, Hulu and Unilever are among the dozen industry leaders who participated in trials for this service, which provides unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.
“Sports fans are on the cutting edge of changing consumer media behavior,” said Glenn Enoch, VP/Integrated Media Research for ESPN. “ESPN’s participation in the Nielsen Cross-Platform Campaign Ratings trial reflects our constant exploration for new ways to measure cross-platform usage.”
In addition to online video advertising, Nielsen’s approach measures online display and rich media advertising in combination with TV. Industry trials, run between March and August 2012, have demonstrated the power of a high-quality, third-party solution that provides directly comparable metrics across TV and digital, measuring unique audience on each, along with overlapping audience and total combined unique audience.
“Better understanding of the ads consumers see across all media is critical for marketers to build great campaigns – and for publishers to demonstrate the true value of their inventory,” said Brad Smallwood, Head of Measurement and Insights at Facebook. “Nielsen Cross-Platform Campaign Ratings is the first product that truly addresses this issue. Having a holistic, consumer-centric view of a campaign is a big step forward for the industry.”
“As consumers watch their favorite TV shows across Internet-connected devices, measurement in this area becomes critical to the long-term health of the entire industry,” said Jean-Paul Colaco, SVP/Advertising, Hulu. “We are supportive of Nielsen’s approach in advancing the reliability of cross platform measurement and look forward to continuing our collaboration with them.”
