Nielsen has been exhausting at work fleshing out its much-awaited cross-media measurement platform, Nielsen ONE, which is scheduled for launch in 2024.
This week, the corporate finalized its plan so as to add huge knowledge units, together with second-by-second viewership knowledge and census-level knowledge from third events, to its measurement foreign money providing for nationwide TV.
Nielsen first began incorporating extra granular viewing knowledge into the Nielsen ONE Advertisements module in January, though that knowledge was solely out there for planning, not transacting.
However the TV measurement business is more and more demanding the flexibility to transact on extra than simply Nielsen panels.
Beginning on the finish of August, Nielsen purchasers will have the ability to select between utilizing panels solely or panels plus extra knowledge as their foreign money.
However wait a minute. Didn’t advertisers already get to make that selection throughout this yr’s upfront season?
Sure. However that was a trial interval.
Nielsen was testing the choice earlier than making it publicly out there, Chief Knowledge Officer Pete Doe tells me.
Though that wasn’t the unique plan.
Nielsen had hoped to supply panels plus huge knowledge because the primary foreign money for all upfront negotiations this yr, however the timeline ended up being too tight. Advertisers didn’t have sufficient time to familiarize themselves with the brand new setup and use the newly out there second-by-second viewing knowledge in Nielsen One to do their planning for the upcoming broadcast yr.
“These forecasts are actually essential for upfront offers, they usually take time,” Doe says.
So, Nielsen prolonged its timeline.
I spoke with Doe to dive into what Nielsen’s newest foreign money replace means for advertisers.
AdExchanger: Why is Nielsen making this replace out there just for nationwide TV buys?
PETE DOE: For now, Nielsen ONE is a nationwide product. It’s cross-platform in that it consists of linked TV, cell and desktop, however the knowledge that feeds it’s nationwide TV knowledge.
Our native measurement product has had extra granular viewership knowledge for some native markets for a number of years. However nationwide and native are separate merchandise as a result of they nonetheless have completely different consumer bases and completely different planning groups on the company facet.
What extra knowledge is Nielsen now utilizing for foreign money?
We’ve knowledge representing roughly 30 million properties primarily based on automated content material recognition (ACR) knowledge from sensible TVs via offers with Roku and Vizio, and satellite tv for pc viewership knowledge from each Dish and DirecTV.
We additionally lately renewed a cope with Comcast that may permit us to make use of its set-top field knowledge for nationwide and native measurement. We’ve already been utilizing Comcast knowledge in some native markets, however that may increase to all markets in 2024.
Does this differ from the info you utilize for native TV transactions?
It’s related, however there are slight variations. We’re not at present utilizing sensible TV knowledge for native foreign money as a result of ACR can’t all the time determine native TV stations. We even have entry to set-top field knowledge from Constitution to make use of for native.
What are the outcomes of including extra knowledge to panels?
One result’s a really sizable discount in packages with zero rankings. Typically our panels report {that a} nationwide program had no viewership as a result of the properties included in our panels weren’t watching that program. With huge knowledge, that happens a lot much less regularly.
We’ve additionally observed a slight enhance in viewership for Spanish-language networks.
Why the rise for Spanish-language networks?
Nielsen has demographic details about the households in our panel: Who lives within the residence, how outdated they’re, what languages they converse, etcetera. It’s not the total image, although.
Experian knowledge supplies extra attributes similar to family revenue and ethnicity, which, on this case, helps us extra precisely determine whether or not or not a family is Hispanic. We overlay Experian knowledge onto our viewership and demographic data for a greater understanding of who’s truly watching.
We want panels to assist fill within the gaps and proper inconsistencies.
How so?
We use our panel to make it possible for viewership knowledge seems to be consultant. If it doesn’t, then we weight our viewers projections to appropriate the bias.
For instance, TV units generally ship return-path knowledge even when the TV is off. And there are some networks that ACR can’t observe. Properties with ACR usually return knowledge that represents a mean of 1.1 gadgets, however we all know that these properties sometimes have two or three TV units whole.
Level is, neither panels nor huge knowledge is ideal.
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