ABC will participate in Nielsen’s first trial to incorporate mobile video apps into the firm’s online ratings, as the network tries to get a handle on audiences accessing content across multiple devices.
The Alphabet net’s pilot with Nielsen — billed as the first of its kind — will run through September 2013. The test will extend Nielsen’s Online Campaign Ratings, which measures the audience of digital advertising, to mobile apps such as ABC’s Watch ABC for live streaming of local TV programming.
The mobile expansion of its Online Campaign Ratings will combine the Nielsen Cross-Platform Homes panel with data from providers to measure all ads, including video and display, within Apple iOS and Android apps. That, according to the companies, will let ABC measure audience demos and understand the reach and frequency of online campaigns across ABC content on the web and in mobile apps.
“An increasing amount of our digital video viewing comes from apps on mobile devices, so the ability to understand who sees ads is crucial for our business,” ABC sales prexy Geri Wang said in announcing its partnership on the pilot. “Viewers have demonstrated that they want to watch ABC content everywhere they can, and that increasingly means on their smartphones and tablets.”
ABC announced the Nielsen mobile test at its upfront event Tuesday in New York.