December 8, 2020
TV ratings pioneer Nielsen Dec. 8 announced plans to launch a single, cross-media data analysis to drive more comparable and comprehensive metrics across all distribution platforms. Called Nielsen ONE, the new analysis will evolve the current metrics that underpin the more than $100 billion video advertising ecosystem using a phased approach. The company plans to launch the single measurement platform beginning in Q4 2022 with the intention to fully transition the industry to cross-media metrics by the Fall 2024 season.
Nielsen data shows that between March and August 2020, U.S. adults spent 12.2 trillion minutes with digital, 11.1 trillion minutes with linear TV and 2.8 trillion minutes streaming video — and these numbers continue to grow exponentially. As audiences move between linear, streaming and digital, Nielsen contends advertisers are demanding a single, de-duplicated view of their audiences across all platforms and mediums. Concurrently, publishers want to provide more ad options for buyers and improve the overall viewer experience.
“With Nielsen ONE, we are delivering a single, comparable metric for TV and digital that will provide video consumption across all platforms, services and devices,” COO Karthik Rao said in a statement. “For media buyers and sellers, this means better monetizing their assets and maximizing their investments. Today’s announcement marks a major milestone for Nielsen as we put our cross-media vision into motion.”
The new media measurement tool claims it will enable advertisers and publishers to transact using a single metric across linear and digital that is verifiable, independent and standardized across the industry. With a single number, marketers will have visibility into total video consumption regardless of platform or device. Marketers will also benefit from a better understanding of unique audiences, the ability to better understand frequency and reduce double counting, inflated metrics and advertising waste, according to Nielsen.
“Cross-media measurement is a generational opportunity and one of the hardest challenges that our industry has had to solve,” said Ben Jankowski, SVP of global media for Mastercard. “There are tough technology issues, but also a very real cultural shift that needs to happen that encourages broadcasters, platforms and marketers to work closely together to drive better productivity across the board.”
Nielsen has already begun transforming its audience measurement solutions to increase resilience and flexibility. As previously announced, Nielsen said it is “future-proofing” its digital measurement, evolving its National TV charts to include addressable measurement and expanding Internet-connected TV coverage to include additional smart TV manufacturers and digital video platforms in 2021. Starting in Q4 2022, Nielsen will release cross-media ratings that it claims would deliver metrics at sub-minute intervals for individual ads and content. Nielsen expects this measurement will ultimately become the foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.