SAN JUAN, Puerto Rico – Measuring television advertising has become more competitive as newer data providers vie for acceptance in the media marketplace. There’s an ongoing debate about which metrics are most meaningful to advertisers and television networks, especially as viewers spend more time with streaming services.
“It is the advertisers and the agency’s money who underpins this ecosystem and they will decide what they need in order to effectively run their businesses,” Deirdre Thomas, managing director of U.S. audience measurement business development and sales at TV ratings company Nielsen, said in this interview at the Beet Retreat. “We at Nielsen firmly believe that to do that effectively, efficiency is key and you need a base standard that is inclusive, accurate, comprehensive, trusted — all of that.”
Nielsen has been developing an audience measurement product called Nielsen One with plans to fully transition to its cross-platform metric in 2024. It will combine big data sets with a geographically representative panel of viewers and an identification resolution system to validate deduplicated exposures to ads and content.
“Even as consumers have fragmented their consumption and they’re consuming media all over the place, what has not changed against that changing backdrop is how many people are out there and how much time they have,” Thomas said to Rob Williams, senior editor for Beet.TV. “Additionally, we have an identity system to bring that together.”
Nielsen also is seeking to regain accreditation for its national and local TV ratings from the Media Rating Council (MRC), the measurement industry’s watchdog.
“We are laser-focused as well on this journey of providing transparency and trust and accountability and that’s via our communications with our partners as well as our work with the MRC in regaining accreditation,” Thomas said. “The ongoing audits that have never stopped, all of those things are primary to us.”
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