Nielsen & AOL Partnership Makes Strides in Measurement

/ Apr 30, 2013

VIS_Nielsen

Whether you read our Newfronts opener or not, you know that a primary issue dragging the industry down is the lack of standardized measurement and transparency across the business. It comes as a refreshing surprise, then, that today Nielsen, in partnership with AOL, announced that significant efforts would go towards remedying the problem at hand.

Looking at the current TV system: Nielsen wraps up TV numbers with a nice shiny bow so that media buyers can buy against it, go home at night and be able to sleep at ease knowing they can “justify” billions of dollars in media buys to their bosses.

From the vantage point of a business like Nielsen, then, it’s in their best interest and that of the TV companies, especially, to preserve a system that, like it or not, may not be the best measurement of success and accurate viewing.

And that’s before you factor in social media, technology and “engagement” for online video.

Nielsen’s new push with broadcast and cable networks, including NBC, Fox, ABC, Univision, Discovery and A+E, and online platforms like AOL is a grandiose effort to shift the digital space to a GRP model.

In an interview following the Newfronts, Nielsen’s SVP of Strategic Partnerships John Burbank noted that “if you make an arbitrary choice [on measurement]” it won’t necessarily work, which is why the data company is “trying to get as granular as possible so the market can do what it does and sort these issues out.”

Ultimately, it’s not up to the Comscore’s and Nielsen’s of the world. “It’s really the market that has to decide and we’re doing our best to make the measurement as robust and as fair for everybody sot he buyer and the seller have to agree to transact on the data,” Burbank added.

The company still has to sort through a few key issues however. For instance how does social media and influence play into the overall rating? And when will companies adapt to a single metric that everyone is comfortable sharing publicly?

No doubt Nielsen’s deal with Twitter in late 2012 will help guide these decisions but at the end of the day, Nielsen is simply working to “make the data really good and to make it useful so that the ecosystem start to transact on it.”

 

 

 

Tags:


Hannah Hart

Hannah Hart Signs with Kin Community

 
Gamer's Guide to Pretty Much Everything Cast Disney XD Cameron Boyce

How Disney XD Scored with Gamer’s Guide Live Snapchat Promotion

 
dancy

Hugh Dancy Joins Hulu’s “The Way”

 
seriously

Seriously Adds $18 Million in Series A Funding for Mobile First...

 
ellationlogo1

Otter Media’s New Video Platform Has a Name: Say Hello To...

 
FuboTVlogo

FuboTV Raises $4 Million In Series A for Soccer Programming

 
Wet Hot American Summer First Day of Camp

Netflix Attempts to Revive the Cult Classic ‘Wet Hot...

 
georgetakei

George Takei Docu-Series to Premiere Exclusively on Facebook

 
Legends of Gaming Cast

Endemol Beyond Begins Production on U.S. Version of Legends of Gaming

 
Portal A Signs with WME

Portal A Signs with WME

 
KobeBryant

Kobe Bryant Scores a 3-Pointer In China With Alibaba Partnership

 
gundam

Anime Streamer Daisuki Picks Up New Investors and Content Partners

 
Thom Allcock

Lin Digital Hires Thom Allcock as VP of Creative Marketing

 
TimSmith

5Qs With Tim Smith, Senior Film and Television Advisor for Canon...

 
travel

5 Emerging Travel and Event Channels On YouTube

 
Fusion Chris Gethard Show

Fusion’s Chris Gethard Talker Gets VR Simulcast

 
VidConLogo

Five Trends in Distribution and Monetization from VidCon Pros

 
Twitch

Twitch Announces New Brand Partners For Its Inaugural TwitchCon

 
Beasts of No Nation

Netflix Positions Beasts of No Nation for Awards Season Competition

 
BuzzNBCLogosmash

NBCUniversal Circles Buzzfeed and Vox Investment

 
russell_simmons1

Russell Simmons’ All Def Digital Inks First Look Deal with HBO

 
whatsfiretalk

Firetalk Gets Shira Lazar’s What’s Trending Podcast

 
SONY DSC

AT&T, Verizon, Facebook YouTube – A Video Industry...

 
Moves Magazine

Moves Magazine Transitioning to OTT Platform

 
MiTu Logo

MiTu Partners with NBC Universo on Series Targeting Latino Millennials

 
RedSeatLogo

Red Seat Ventures – Glenn Beck Execs from The Blaze Turn...

 
ToyotaTundraTRDPro

The Enthusiast Network Accelerates Branded Video Efforts with...

 
Fuisz

Fuisz Media Raises $10M in Series A Financing

 
EllaBackseat_Jukin

EXCLUSIVE: Samsung’s Venture Arm Invests $2M in Jukin Media

 
Jun

Jun Group Raises $28 Million Series A

 
Top Gear Team Amazon Prime

Amazon Signs ‘Top Gear’ Team to Series Deal

 
Golf

PGA Live Launches Golf-centric OTT Service

 
Yahoo_new

Yahoo’s New Messaging App Livetext will Integrate Video and Text

 
CollegeHumor

CollegeHumor Goes Down Under

 
EvaGutowski

Fullscreen Stars Hit the Road with Girls Night In Tour

 
Letv Sports

Chinese Soccer Gets 360-Degree Live Stream from IM360 and Letv Sports

 
dramafever

DramaFever Expands Its KDrama Catalog with Multi-Year Licensing Deal

 
LonelyGirl

Web Series Wednesday – Mysteries

 
Amazon Studios

Amazon Sets Premiere Date for Casanova and Sneaky...