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:


Read today's digital video news stories

Quick Breaks 4.17.15: Maker Goes to ABC; Netflix Series Gets...

DJ Steve Porter Collabs on Fear Factor web series with Endemol

Endemol Beyond USA Taps DJ Steve Porter for ‘Fear...

Ticketmaster releases original web series on YouTube, Access Granted

Ticketmaster Releases Original Web Series, ‘Access...

Anna Akana on Ear Biscuits

Anna Akana: A True Filmmaker on YouTube

Top 10 Travel Creators on YouTube

WATCH THIS: YouTube’ s Top 10 Travel Creators

Digital video industry news today

Friday 4.17.15: News to Know

Fusion debuting new series on Snapchat Discover

Fusion to Debut Five, New Series on Snapchat Discover

VidCon 2015 has named its keynote speakers

Vessel, Twitter, GoPro Execs to Keynote VidCon 2015

Vessel raises some $$$

Vessel Raises $57.5 Million in Series B Funding Round

Read today's digital video news stories

Quick Breaks 4.16.15: Rightster Working with Fox; CBS Launches...

online video terms to die

9 Online Video Terms That Need to Die (Including ‘Online Video’)

Jillian Michaels sues over YouTube videos

Jillian Michaels Sues Lionsgate for Making Money Off Her Videos...

Gannett and ViewLift to launch sports digital video service

Gannett & ViewLift Working on Digital Sports Video Service

Side Effects by AwesomenessTV

AwesomenessTV’s ‘Side Effects’ Movie to Debut on E!

Digital video industry news today

Thursday 4.16.15: News to Know

College Sports will be on Verizon Wireless phones later in 2015

Verizon to Put ESPN, CBS College Sports Content on Mobile

AOL On

AOL & GME UK Partner on Original Series for AOL On

Korean films now on Facebook thanks to Walla and CJ Entertainment

CJ Entertainment & Walla Bring Korean Films to Facebook

Read today's digital video news stories

Quick Breaks 4.15.15: Refinery29 Show on Milk VR; DigiTour Hires...

Smosh: The Movie

AwesomenessTV & Defy’s ‘Smosh: The Movie’...

Netflix releases Q1 2015 earnings report

Netflix Gained 4.9 Million Subscribers in Q1 of 2015

Raymond & Lane YouTube web series

Web Series Wednesday: Two Is Better Than One

maker

Maker Studios to Go Streaming on CanalPlay in France

Mark Lopez was hired at Univision Communications

Univision Communications Hires Former Google Exec to Manage Digital

Digital video industry news today

Wednesday 4.15.15: News to Know

New series "Our Planet" is coming to Netflix in 2019

New Series from ‘Planet Earth’ Creators Coming to...

Orange Is the New Black will get a fourth season on Netflix

Netflix Orders Fourth Season of ‘Orange Is the New Black’

vice

Vice Announces One-Hour Live Music Series with Live Nation

AwesomenessTV

AwesomenessTV to Push Internationally, Announces First Verizon Series

DreamWorks Dragons, the series, is coming to Netflix

‘DreamWorks Dragons’ Series to Debut on Netflix June 26

Read today's digital video news stories

Quick Breaks 4.14.15: Paul Feig’s Yahoo Series Launches;...

Jerry Seinfeld at Crackle 2015 Upfront

Crackle’s James Smith on Being the Best of Both Worlds in...

Digital video industry news today

Tuesday 4.14.15: News to Know

Watch hip-hip documentary "Shake the Dust" on Vimeo

International Hip-Hop Documentary Now on Vimeo on Demand

PopSugar to be acquired...?

Japanese Rakuten Might Acquire PopSugar for $580 Million (Report)

crackle upfronts

Crackle to Look More Like TV, Intros First Animated and...

Yahoo_new

LEAK: Yahoo Shutters Video Platform for Creators One Year After...

Periscope is Twitter's live-streaming video app

Hearst Live-Streamed ‘Bedtime Stories’ with Periscope

VideoElephant partners with SpotXchange

VideoElephant, SpotXchange Partner to Bring Publishers Content...