Nielsen & AOL Partnership Makes Strides in Measurement

/ Apr 30, 2013


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: Evolve Media

CraveOnline Bets on Manly Men with LiveOutdoors Revamp

Kin Community

Web Series Wednesday: 5 Shows From Kin Community


Kaltura Helps MotorTrend Go SVOD


Why Google, Disney and Verizon Are Teaming Up to Bring...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
Logan Paul The Thinning Legendary Digital Entertainment

Viner Logan Paul Mounting Multi-City Black Friday Promo Tour for...


How YuppTV is Cornering the Expat Streaming Market


National Geographic Rolls Out First Slate of Digital Originals


HorseLifestyle Opens Stable of Streaming Content for Equine Obsessives

Snapchat 2

How Snapchat is Helping Users Discover New Perspectives With...

John Boswell Melodysheep

YouTube Mashup Artist Melodysheep Signs with WME

Kurt Hugo Schneider

Sony Music Orders Kurt Hugo Schneider YouTube Series

Ours to Lose #OursToLose YouTube

How YouTube is Fighting Climate Change with #OursToLose

AT&T A+E Networks

AT+T and A+E Sign Multi-Year Pact for Linear TV, VOD, Mobile and...

Fusion debuting new series on Snapchat Discover

How Snapchat Is Courting Advertisers With Audience Targetting

New York Times Logo

Four Months After Shake-up, New York Times Names a New Video Chief

vox mediaaaaa

Vox Teams Up with Snapchat Discover


Why Otter Media Is Pumping $22 Million Into Crunchyroll


5 Emerging Unboxing Channels

Dunkin Donuts Cakeworks Branded Video

What Makes Branded Video Great?


How Jukin Media’s Wire Helps Users Find Viral Videos...

Elliott Morgan

Vimeo Grabs Another Comedy Special from Elliot Morgan and Supergravity

Machinima Logo

Machinima Hires Don Reilley to Head Brand Partnerships, Preps...

Family Fun Pack Collective Digital Studio CDS

Collective Digital Studio Orders Family Fun Pack YouTube Channel


Nickelodeon’s Noggin Chases Preschool Viewers with New...

Cameron Dallas

Cameron Dallas Signs with Brillstein Entertainment Partners


YouTube Pledges Legal Support for Creators’ Fair Use Claims

Cinedigm Logo

Cinedigm Takes Majority Stake in ConTV

Amazon Studios

Amazon Removes Option Clause as it Unveils Free Cloud-Based...


Why Hollywood is Investing In Tubi TV

Awesomeness Films

Awesomeness Films and Jurassic Party Sign First-Look Deal


Web Series Wednesday: Five Shows From All Def Digital


Vimeo’s Content Chief Greg Clayman to Exit By Year’s End


As Western Streaming Content Booms, China Cracks Down On Set-Top Apps

John Malkin Ovation

Ovation TV Taps John Malkin to Head Cross-Platform Content Strategy

Here's how musicians should use facebook

How To Increase Video Completion on Facebook [Study]

Logan Paul The Thinning Legendary Digital Entertainment

Legendary Digital Acquires Young Adult Thriller ‘The...


Sky Creates Satellite/Digital Hybrid Sky Q

Chelsea Handler Netflix

Chelsea Handler’s Netflix Doc Series Gets January Premiere Date

Firetalk Logo

Live streamer Firetalk Gets More Interactive with New Guest Feature


How Univision is Riding the SVOD Wave with Univision Now