×
You will be redirected back to your article in seconds

Nielsen Cross-Measurement Efforts Get New Boost

Nielsen’s efforts to measure TV viewing across a multitude of new screens may have new momentum.

A new Nielsen measurement effort that accounts for linear TV viewing taking place on desktop and mobile devices has been granted accreditation by the Media Rating Council, the company said Tuesday. The technology, known as Digital in TV Ratings, is the first technique to receive an MRC nod for its contribution to TV audience measurement of programming viewed on computers and mobile devices, Nielsen said.

“If you look around the globe, all countries are grappling with how they extend their TV currency so it involves other platforms,” said Megan Clarken, president of product leadership at Nielsen, in an interview.

Nielsen first launched Digital in TV ratings in 2015 and ABC, CBS, Freeform and Univision currently utilize it. The technology allows programmers to count viewers across devices as long as the program content and commercials match the linear TV airing. The results can be included in deals with advertisers, who typically pay for the number of people watching the commercials that support the shows in a three-day or seven-day window.

The MRC accreditation provides media buyers and sellers with a third-party assurance as they negotiate new agreements with the TV networks. “Nielsen has taken an important step in its efforts to meet the needs of the marketplace to have a fuller view into the consumption of TV programming across platforms, regardless of how it is being consumed,” said George W. Ivie, executive director and CEO of the MRC, in a prepared statement.

Acceptance of Nielsen’s digital-media measurement concepts comes as one large media buyer, WPP’s GroupM, has expressed a desire to set a new system in which views of commercials across TV, mobile and digital screens are used to negotiate advertising agreements in TV’s annual “upfront” market. Each year, U.S. TV networks try to sell the bulk of their ad inventory for the coming programming year as part of that annual sales season.

More TV

  • "Raven's Home" Executive Producer, Eunetta Boone.

    Eunetta Boone, Showrunner and Creator of 'One on One,' Dies at 63

    Writer-producer Eunetta Boone, creator of the UPN comedy “One on One” and showrunner of Disney Channel’s “Raven’s Home,” died Wednesday at her home in Los Angeles. She was 63. Boone was found dead at her home of an apparent heart attack. Boone had most recently worked as showrunner on the third season of the Disney [...]

  • Global Sales for ‘Les Miserables’ Series

    Global Sales for ‘Les Miserables’ Starring Dominic West Ahead of Series Mania

    The BBC and Masterpiece adaptation of “Les Miserables” will play on a numerous international channels after a raft of deals were sealed for the series, which features Dominic West, David Oyelowo, and Lily Collins. Andrew Davies’ adaptation of Victor Hugo’s classic has been acquired by broadcasters in Scandinavia and southern Europe, and by several buyers [...]

  • Kevin Hart

    TV News Roundup: Kevin Hart Netflix Comedy Special Drops First Trailer

    In today’s roundup, Netflix releases the official trailer for the comedy special “Kevin Hart: Irresponsible” and Josh Charles joins Showtime’s Roger Ailes series “The Loudest Voice.” DATES Season two of “Yellowstone,” starring Kevin Costner, will premiere on Paramount Network on June 19 at 10 p.m. ET/PT. The sophomore season will continue the story of rancher John Dutton [...]

  • adidas game of thrones

    5 New 'Game of Thrones' Collaborations Coming in Time for the Final Season

    Some of the biggest lifestyle brands in the world are jumping on the “Game of Thrones” bandwagon this spring, hoping to capitalize on the fandom and popularity of the HBO hit, as it enters its eighth and final season. From sneakers to spirits, these officially-licensed collaborations extend the characters and colors of the show beyond [...]

  • Nicole Richie

    Nicole Richie Joins Fox Comedy Pilot 'Richard Lovely'

    Nicole Richie has been cast in a series regular role in the Fox single-cam comedy pilot “Richard Lovely.” The project follows Richard Lovely (Thomas Lennon), the disgruntled author of the best-selling children’s book series, “Mr. Mouse.” He doesn’t hate children, but rather just everything about them. After a publicity fiasco involving an unexpectedly savvy 9-year-old [...]

  • Gabrielle Union Marketing Summit

    Gabrielle Union on Building a Brand as a ‘40-Year-Old Black Woman From Nebraska’

    When New York & Company approached Gabrielle Union to be their new brand ambassador and the face of her own clothing line, the actress reacted with “disbelief.” “We are not supposed to be getting those offers, I’m not supposed to be having a career resurgence, my value isn’t supposed to be this high,” Union explained [...]

  • Lachlan Murdoch

    New Fox CEO Lachlan Murdoch Announces All Employees to Receive Stock in Company

    The new standalone entity Fox Corp. held a town hall on Thursday, just over a day after the official closing of the 21st Century Fox-Disney merger. Fox Corp. chairman and CEO Lachlan Murdoch led the meeting, at which sources say he announced that all employees would receive stock in the new company. The amount of [...]

More From Our Brands

Access exclusive content