Cross-Platform Campaign Ratings Product Launched
Nielsen aims to provide common measurements on reach and frequency for video
By Jon Lafayette -- Broadcasting & Cable, 10/1/2012 9:55:24 AM
The ratings company has been working on the project with ESPN, Facebook, GroupM, Hulu and Unilever. Its goal is to measure the reach of video advertising across screens.
"Creating a way to reach, measure and monetize inventory across screens and platforms advances the industry toward the high caliber, seamless standard that can provide new opportunities for players across the industry," Steve Hasker, president, global media products and advertiser solutions at Nielsen said in a statement. "Nielsen Cross-Platform Campaign Ratings is an exciting step in helping advertisers, agencies and publishers further understand the impact of their campaigns, wherever they run -- across platforms and markets around the world."
Nielsen says the product answers demand from advertisers at a time when more media is being consumed on multiple platforms. According to the latest Nielsen Cross-Platform Report, in addition to watching 34-plus hours of TV per week, the average American spends nearly five hours online on the computer. Nielsen also said more than half of Americans now watch video online, with online viewing increasing average weekly video consumption to somewhere around 35 hours.
Nielsen Cross-Platform Campaign Ratings combines data from Nielsen Online Campaign Ratings and its national TV panel to create comparable metrics for TV and online advertising campaign. Nielsen says campaign reporting is available the day after the launch of a campaign, providing data on unduplicated and incremental reach, frequency and GRP measures.
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