Beginning with the 2012 fall TV season, The CW Network—aiming squarely at the 18-34 year-old audience, will make Nielsen Online Campaign Ratings a major part of its digital advertising strategy. The network and Nielsen’s agreement for the use of Nielsen Online Campaign Ratings demographic impressions, reach, frequency and GRP measurement for all of The CW’s Internet ad campaigns.
The CW is the first TV network to sign on with Nielsen Online Campaign Ratings for measurement of its online ad inventory, tagging every online video ad and using the solution to offer advertisers demographic guarantees for every online campaign during the 2012-2013 season.
“We’re thrilled that Nielsen has taken this important step forward in digital measurement, providing us with next day demographic impressions for our clients’ online campaigns that will further enhance our groundbreaking convergence sales strategy,” said Rob Tuck, Executive Vice President, Sales, The CW. “With our young, tech-savvy audience, comprehensive measurement across all platforms is crucial. The CW has always been an industry leader in digital, and we’re excited to work with Nielsen to deliver the most complete insights and results to our advertisers.”
“Advertisers have long sought metrics that provide concrete understanding of who they’re reaching online and on TV and the ability to compare the two. Media companies like The CW are taking action to demonstrate their value across screens,” said Steve Hasker, President, Media Products and Advertiser Solutions, Nielsen. “We are extremely excited to have The CW on board with Nielsen Online Campaign Ratings.”
RBR-TVBR observation: It’s a bit like Clear Channel Radio putting more and more of its eggs in the iHeartRadio basket: The CW says that findings show that many younger viewers, The CW’s key audience, are turning online for an increasing share of their video consumption. So, following the trend—and at the risk of cannibalizing network viewing—they announced earlier this year that they’ll make their TV content available online faster than many competitors. The advertisers will also follow online, so in the end it should be good for The CW’s bottom line.
I find it completely vexing that The CW is so “thrilled” that Neilsen is taking what they (the CW) call such an important step. While I believe it’s true that much of The CW’s core audience stems from online and DVR’d viewing, I don’t see how this has made any difference with the end results at The CW. The CW decided to drop Ringer from their returning line up when Ringer not only scored higher in the Neilsen ratings last season than The CW’s returning favorites Nikita, Hart of Dixie and 90210, but it’s ratings last season still remain higher than their new shows: Emily Owens, M.D. and Beauty and the Beast. And those rating scores didn’t include online viewing and DVR’d viewing. So tell me, how is it that The CW can be so excited by Neilsen’s big move, when they don’t seem to take into account what the actual viewing audience wants?! It seems like wasted money to me.
I’m happy to see the CW partner with the Nielsen ratings but ito say Emily Owen’s MD out preformed Ringer’s season finale is wrong one very level also Ringer did perform better Emily Owen’s 1.1 Ronger 1.21 with dvr Ringer had 1.49. Why not compare the second episode. I can’t wait to see what’s said why Emily isn’t performing well
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