×
You will be redirected back to your article in seconds

Nielsen Will Give Digital-Ratings Credit for Video Views on Facebook, Hulu, YouTube

Nielsen is set to expand its digital-measurement capabilities, and will start crediting video content distributed on Facebook, Hulu and YouTube in with its digital content ratings.

“These are three of the biggest and most meaningful platforms” for media companies and advertisers,” said Jessica Hogue, senior vice president of product leadership at Nielsen, in an interview. “We believe what we are providing here are audience insight and intelligence that advertisers can have confidence in.”

The maneuver, which will allow TV network and digital publishers to capture incremental viewing of video on the three digital outlets, broadens out Nielsen’s effort to track viewership and attention in new media realms. When the company’s digital content ratings were introduced in the fall of last year, the idea was to gauge audiences across desktop and mobile devices. Now, said Hogue, publishers will be able to have more granular detail about how videos perform.

“Whether it’s on Facebook, YouTube, or Hulu, video content is really meaningful to digital content ratings and the broader media ecosystem,” she said.  “Whether it’s a short-form clip or a snippet of a content or a longer television program, we are able now to enable publishers to incorporate that viewership back into their totals, if you will.

The ratings here are not meant to be folded into Nielsen’s long-running TV ratings. Those audience measures are based on tallying up views of TV programs that run with the same load of commercials, no matter the venue in which they appear. But the digital content ratings can be utilized by publishers to describe consumption of streaming video content or by advertisers to get a third-party measure of that activity from digital media companies that have not always been tremendously forthcoming with detail that can be independently verified. Facebook has in the recent past run afoul of media buyers after revealing some of their video metrics were overstated.

Publishers can get credit for video distributed on Facebook and YouTube, while Hulu will provide select partners with credit for current series distributed on its streaming-video service.

A group of publishers and media agencies said they applauded the move. “Much of our content is being missed by traditional measurement tools and Nielsen’s Digital Content Ratings allow us to count content views and viewers across our owned and operated properties as well as Facebook and YouTube,” said  Edwin Wong, vice president of research and insights at BuzzFeed, in a prepared statement provided by Nielsen. “With this new tool at our disposal we are able to have a clearer view of BuzzFeed’s true reach.”

“Having a more complete understanding of how audiences build across platforms will help inform our strategies, and we are looking forward to seeing more progress made on this front.” said Brian Hughes, senior vice president of audience intelligence and strategy at Interpublic Group’s Magna Global, in a statement.

Nielsen’s announcement comes as more digital companies are placing new emphasis and added resources on creating video content, rather than pieces of simple text.


More Digital

  • Kathreen Khavari

    Kathreen Khavari Tapped by Refinery29 for 'Embrace' Comedy Pilot

    Refinery29 will begin production in 2019 on “Embrace,” a pilot from writing duo Kathreen Khavari (“Big Little Lies”) and Chuck Neal. “Embrace” will star Khavari as she comes up with an unconventional solution to prevent her Iranian immigrant parents from having to move back to Iran. Refinery29 bills the show, set in Khavari’s hometown of [...]

  • Outlander Season 4

    Starz Available for $5 a Month for Three Months Through the Holidays

    Starz is having an online holiday sale: The premium cable network is selling three months of its online streaming service for $5 per month, down from the regular price of $8.99 per month. The offer is available to new users who sign up until the end of December. Subscribers also get a 7-day free trial, [...]

  • Meg Whitman and Jeffrey Katzenberg Strictly

    Listen: Jeffrey Katzenberg, Meg Whitman Go Long on Short-Form Entertainment

    One is a legend in the media business, the other in the tech world. But together Jeffrey Katzenberg and Meg Whitman are intent on bringing the best of both worlds together for their ambitious new venture: Quibi. On the latest episode of the Variety podcast Strictly Business, the dynamic duo shared their battle plan to [...]

  • Alfonso Cuaron, Yalitza Aparicio, Marina de

    Alfonso Cuaron Says 'Roma' Is Better in Theaters

    Director Alfonso Cuaron opted to work with Netflix for his latest film “Roma,” but the decorated filmmaker isn’t discounting the importance of a big-screen viewing. “The complete experience of ‘Roma’ is unquestionably in a movie theater,” Cuaron said Monday night at the Egyptian Theater in Los Angeles for the premiere of “Roma.”  The streaming giant did [...]

  • virtual reality

    How VR Is Being Used to Help Children With Learning Disabilities, Autism

    The United States Department of Education is betting on virtual reality to help students with high-functioning autism and learning disabilities in schools across the country. This month the Office of Special Education and Programs announced its investment of $2.5 million toward a new program that will use VR to nurture social skills in students with [...]

More From Our Brands

Access exclusive content