CW Signs Up for Nielsen's Online Campaign Ratings

Tracks ads sold as part of net's convergence strategy

By Jon Lafayette -- Broadcasting & Cable, 9/27/2012 1:30:07 PM

The CW, a pioneer in selling advertisers commercials in programs whether they are viewed over the air or online, announced that it has become the first TV network to sign on for Nielsen's Online Campaign Ratings.

With its young-skewing viewership, the CW adopted a convergence strategy to be able to better monetize its audience. Nielsen Online Campaign Ratings allows the CW to guarantee ad buys by providing data on demographic impressions, reach, frequency and gross ratings points for all of the CW's Internet ad campaigns in the same way Nielsen measure ads on TV.

"We're thrilled that Nielsen has taken this important step forward in digital measurement, providing us with next day demographic impressions for our clients' online campaigns that will further enhance our groundbreaking convergence sales strategy," Rob Tuck, executive VP of sales for the CW, said in a statement. "With our young, tech-savvy audience, comprehensive measurement across all platforms is crucial. The CW has always been an industry leader in digital, and we're excited to work with Nielsen to deliver the most complete insights and results to our advertisers."

This season, the CW will be making its programming available online faster than other networks in order to meet the demand from its audience, which is consuming a larger share of its video on demand over the Internet.

"Advertisers have long sought metrics that provide concrete understanding of who they're reaching online and on TV and the ability to compare the two. Media companies like The CW are taking action to demonstrate their value across screens," said Steve Hasker, president, media products and advertiser solutions at Nielsen. "We are extremely excited to have The CW on board with Nielsen Online Campaign Ratings."