Nielsen, which has been touting that Nielsen One, its new cross-platform measurement system, is on track, quietly informed clients last week that the “big data” on which the platform relies isn’t ready to be used to make transactions. Nielsen had planned to include its big data — information on viewing from set-top boxes and smart TVs — in its national TV ratings in September and have clients use it as currency in the scatter advertising market. Nielsen has been trying to get its new national ratings system incorporating big data accredited by the Media Rating Council but a meeting scheduled for today (Aug. 25) was postponed.
Nielsen, under fire from media companies and a raft of competitors, said its new measurement system Nielsen One is on track, with the rollout of some parts being accelerated. “We are executing as planned, as committed on Nielsen One,” said Nielsen CEO David Kenny Monday during the company’s fourth-quarter earnings call.
Nielsen is getting an early jump on Nielsen One, its cross-platform tool that will enable publishers and marketers to transact on a single metric across linear and digital platforms. While the metric isn’t set to roll out until next December, Nielsen will be debuting the first version of the offering — called Nielsen One Alpha duplicated ad measurement — at next month’s Consumer Electronics Show in Las Vegas.
Nielsen Holdings PLC’s finance chief Linda Zukauckas is allocating funds to a new TV ratings platform after the $2.4 billion sale of the company’s market-analytics business earlier this year. The New York-based firm, which tracks consumer media habits in radio, video-streaming and traditional television, plans to increase its capital expenditures to improve the way it measures TV audiences, Zukauckas said. A large chunk of that money is budgeted for Nielsen One, a new product that will combine ratings from both streaming and live TV when it debuts next year.
As streaming transforms the media landscape, Nielsen is making sweeping changes in the way it measures the viewing of programs and commercials, altering the way $100 billion in video advertising is bought and sold. Nielsen One will measure across linear, digital and streaming platforms, combine big data with its famous panel of Nielsen households, shift the focus from average minute per program to evaluating viewing on a second by second basis and move from a unit-based ad model to an impression based system that gives a separate audience number to individual commercials.