Nielsen & AOL Partnership Makes Strides in Measurement - VideoInk
 
 

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:


huluthewrongmans

Hulu Original ‘The Wrong Mans’ to Stream on Shomi in...

PoliticalADS-02

A Bipartisan Ad Strategy: Get Digital Video and TV into the Same Camp

NewsToKnow

Friday 10.31.14: News to Know–Happy Halloween!

fullscreenlogo

Fullscreen Hires ‘Camp Takota’ Producer Michael...

YouTubeStars_Dailydot

Ron Howard-Backed Incubator Boosts YouTube Stars to the Next Level

FrankensteinMD_Victoria

VideoInk Halloween Special: ‘Frankenstein, MD’ Roundtable

FrankensteinMD_Victoria

VideoInk Halloween Special: On the set of ‘Frankenstein,...

Marriott International

Marriott Inks Branded Content Deals with More Digital,...

YT_PlayOrange

6 Halloween Videos We Think You’ll Love — or Else

Honda_Alist

WATCH THIS: Honda Shows You the ‘Other Side’

Beef

WATCH THIS: Christopher Meloni Squashes Beef and Serves Beef...

Roku_02

Roku to Power Internet-TV Service from Sky in Germany

Braless

MTV Launches New YouTube Channel and Series with Laci Green

NewsToKnow

Thursday 10.30.14: News to Know

LaughsOnDeck_01

EXCLUSIVE: AOL Sets Sail with Carnival Cruise, George Lopez on...

comediansincars

WATCH THIS: Seinfeld’s ‘Comedians in Cars’...

Vice_Canada_01

Vice and Rogers to Build Canadian Studio, Because Canada Has...

Jason Reitman

Hulu Orders Half-Hour Comedy Series from Jason Reitman, Lionsgate

netflixTV

British Telecom BT to Bundle Netflix with TV and Other Services

ellen degeneres

Ellen DeGeneres Launches New Video Site ‘Ellentube’

WSW_11

Web Series Wednesday: Scare Yourself This Hallows’ Eve

ulive

Jeff Meyer and Lisa Choi Owens Exit Scripps Networks’ Ulive

Xbox_Tellem

Nancy Tellem and Jordan Levin Leave Xbox

RichieRich_ATV_Netflix

Netflix Orders ‘Richie Rich’ Series from AwesomenessTV

BravoMedia

Bravo Names Jonathan Hills VP of Digital Media

PBS

PBS Digital Studios Inks First ‘Major Co-Production...

PortalA_Niche

Portal A Finds Its ‘Niche’ with Social Talent Network

VProudTV

VProud Launches ‘Safe Space’ Video Network for Women

Screen Shot 2014-10-29 at 11.49.50 AM

Streaming on Connected-TVs Continues to Rise (Study)

Screen Shot 2014-10-29 at 11.05.03 AM

New Series on The Scene Explores Cardboard Arts & Crafts

Screen Shot 2014-10-29 at 10.29.48 AM

Watch a Teaser for Netflix’s First Historical Drama...

WhistleSports

Digital Sports Network Whistle Sports Raises $7M from BSkyB

Villian_Alist

Disney Villains Count ‘Scars’ (Video)

BrokenTV

FCC Chairman Proposes a New Definition of MVPD to Include...

Screen Shot 2014-10-28 at 4.33.41 PM

New Golf Digest Show on The Scene Glows in the Dark for Halloween

Shine_COre_endemol_01

Endemol-Shine-Core Media Joint Venture Assigns North American Bosses

AmazonBox

Amazon to Debut First Live-Action Original Kids Series in November

Screen Shot 2014-10-28 at 3.31.45 PM

Live Broadcasting Site YouNow Now Offers Partner Program

YouKuTudou2

Endemol and Youku Tudou Bring ‘Big Brother’ Reality...