October 15, 2020
Nielsen Oct. 15 announced it would begin tracking YouTube’s streaming TV inventory. Content will be measured through its “Digital Ad Ratings” and “Total Ad Ratings” software to help media buyers and sellers better understand and verify audiences on Google-owned YouTube and YouTube TV apps on connected TVs. CTV refers to any TV that can be connected to the Internet and access content beyond what is available from a pay-TV provider.
More than 100 million people in the U.S. watch YouTube and subscription-based YouTube TV on connected TVs every month, according to Comscore.
Nielsen will now track YouTube beyond computer and mobile devices and expand “Advanced TV” product suite that includes its legacy TV viewership measurement. Nielsen’s first phase of YouTube TV tracking begin in the first half of 2021, and extending to the YouTube app on connected TVs in the U.S. shortly thereafter, ahead of the 2021-22 industry upfronts.
“As streaming through connected devices surges, measuring the audience is critical as the industry demands a currency grade solution that provides marketers and publishers holistic, cross-platform metrics about advanced TV campaigns,” Scott Brown, GM of audience measurement at Nielsen, said in a statement.
With more than three-quarters of U.S. homes owning one or more connected devices and streaming accounting for 25% of total TV usage, Nielsen contends the value to media marketers and advertisers to account for audiences across all platforms, including connected TV, has skyrocketed.
The CTV space continues to experience fragmentation as more players launch new services, causing data to be siloed within different platforms, according to Nielsen. The company said YouTube accounts for 20% of all streaming usage in the U.S., and through its tracking software, marketers will have increased confidence in their investments and the ability to better measure the success of their campaigns across platforms.
“Advertisers are asking for third-party measurement partners to provide a complete view of YouTube and YouTube TV audiences, so they can better understand the scale of the audience they’re able to reach through CTV campaigns,” said Debbie Weinstein, VP of global solutions at YouTube.