The group’s WVNC in Watertown, N.Y., and WLTZ in Columbus, Ga., will have access to Nielsen’s local TV measurement services.
At the Phoenix Model Market next-gen TV pilot project, Comscore, Kantar Media, Nielsen, Verance and Yotta Media Labs are studying how ATSC 3.0 can provide broadcasters with more granular and more actionable information since it offers many measurement options.
A TVNewsCheck webinar about the changing TV ratings scene will feature experts from advertising, broadcasting and the research community addressing how to improve local audience measurement.
Dolan Family Ventures, owned by the Dolan family, which founded Cablevision Systems and this year sold it to French telecom firm Altice, just created its own audience measurement and analytics business, called 605, that will tap its “relationships with partners across the country that provide extensive, privacy-protected, set-top box viewing data.” In conjunction with that, DFV bought data firm Analytics Media Group, which it says has “deep political, marketing and analytics expertise.”
Audience measurement, like online advertising, has suffered from plenty of growing pains over the past few years, with providers struggling to define consistent metrics and reduce problems such as click fraud. But the recent wins chalked up separately by comScore and TVision show that progress is being made on this front.
Nielsen, the 93-year-old company that has long operated an effective monopoly over television ratings in the United States, is facing blistering criticism from TV and advertising executives who see it as a relic of television’s rabbit-ears past as the digital revolution transforms how people consume entertainment. New competition — notably the $768 million merger this week of the media measurement companies comScore and Rentrak — is forcing Nielsen to evolve.
On the heels of its acquisition of Rentrak, comScore is preparing a suite of new products and services leveraging its combined assets. ComScore CEO Serge Matta says the focus of media consumption will be based on households. Leveraging what he calls the “Total Home Panel,” Matta says the new comScore will measure up to a dozen devices per home, integrated with Rentrak’s digital set-top measurements.
The two longtime media measurement firms plan to use their “massive data scale to establish new currencies for understanding consumers’ multiscreen behavior.”