Monetizing TV content continues to be a problem with networks and advertisers alike. Nielsen, as it tries to keep up with rapidly changing technology, will offer one more way to put value on that content with a plan to add mobile viewing to its TV and digital ratings reports.
Beginning with the 2014-15 TV season, Nielsen will incorporate measurements that follow TV programming onto whichever screen the viewer chooses. Nielsen is making the software developer kit for this plan available this November.
Its new plan will credit TV viewing to either its traditional TV ratings or its Nielsen Digital Ratings, using big data and census-style measurement.
According to Nielsen’s announcement:
“If a broadcaster makes a TV show available for viewing on a digital device and it meets the ad load and timeline requirements for TV ratings, then that viewing will credit to the Nielsen TV ratings. If that content is not eligible for TV ratings — due to elapsed crediting time, dynamic ad insertion or because it originated from the Web itself — then the viewing of it will be included in Nielsen Digital Ratings, specifically Nielsen Digital Program Ratings for content ratings and Nielsen Online Campaign Ratings™ for the ad rating.”
Read more at Nielsen Newswire.
Brief Take: As the industry begins to acknowledge the importance of delayed and off-air viewing, and networks enhance their distribution through apps and digital partnerships, TV metrics become harder and harder to quantify. In a continuing conversation about TV measurement and how advertisers and programmers can monetize content, Nielsen’s expanded metrics are just the first step.
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