Online advertisers will get audience guarantees from The CW network, based on Nielsen Online Campaign Ratings. The MRC-accredited service launched last year.
Effective with the just-begun 2012 Fall TV season, The CW Network is using Nielsen Online Campaign Ratings for all online audience guarantees.
As part of its digital advertising strategy, the network targeting 18-34-year-olds has signed an agreement for the use of Nielsen Online Campaign Ratings demographic impressions, reach, frequency and gross rating point (GRP) measurement for all of The CW’s Internet ad campaigns.
The CW is the first TV network to sign on with Nielsen Online Campaign Ratings for complete measurement of its online ad inventory, tagging every online video ad and using the solution to offer advertisers demographic guarantees for every online campaign during the 2012-2013 season.
“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,” said a statement from Rob Tuck, EVP-sales, The CW.
“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, Nielsen. “We are extremely excited to have The CW on board with Nielsen Online Campaign Ratings.”
Nielsen Online Campaign Ratings launched in August 2011. The Internet measurement system provides demographic ratings for online advertising campaigns of any size with certain metrics comparable to those used for TV advertising, the company says. The service is accredited by the Media Rating Council (MRC).