Tubi Expanding Its Relationship With Nielsen

Fox Entertainment’s Tubi streaming service said today that it’s working on an expansion of its current integration with Nielsen that will allow for enhanced and comprehensive measurement through Nielsen’s Digital Ad Ratings (DAR) product.

As part of this integration, measurement of Tubi will expand coverage of streaming devices, including computer, mobile and connected TV (CTV) inventory served on specific CTV devices. This will give advertisers a more comprehensive view of ad performance on Tubi, inclusive of co-viewing, and is a step towards increased industry coverage provided via Nielsen ONE, the single source, cross-media measurement solution.

Tubi said its integration with Nielsen DAR will advance “third-party measurement in the fast-growing ad-supported OTT space, with measurement and transaction in line with traditional TV audiences.” Tubi’s expanded relationship with Nielsen will include co-viewing measurement and allow for buying target audiences across its library of over 40,000 movies and television series.

Mark Rotblat, Tubi chief revenue officer, said: “As a movie and television streaming service with 80% of our viewers watching on TV screens, we’re excited about the proposed integration of Nielsen Digital Ad Ratings measurement across our device partners. This upcoming device coverage replaces slim proxies with comprehensive and stable currency-grade measurement, allowing our advertisers to transact on audiences in a way that is apples-to-apples with traditional TV.”

“We are excited to expand our relationship with Tubi through this integration, which enables enhanced and comprehensive measurement through Nielsen Digital Ad Ratings,” said Ameneh Atai, Nielsen GM, digital audience measurement. “In this increasingly fragmented media landscape, the need for independent measurement is more critical than ever, as is providing more transparency to advertisers. Nielsen Digital Ad Ratings delivers audience measurement metrics across computers, smartphones, tablets and connected TV, providing campaign insights across digital media platforms and a deeper understanding of the unique reach of Tubi’s target audiences.”

Tubi said that with the proposed Nielsen DAR integration, “brands can now leverage deeper contextual insights and align brand objectives with the thousands of movies and television titles audiences consume. Additionally, advertisers will be able to better understand the demographic and interest-based attributes of an audience.”