December 23, 2021
At the upcoming CES 2022 in Las Vegas, Nielsen announced it will reveal a step toward Nielsen One, its single cross-platform measurement solution, showcasing its newest advancement, Nielsen One Alpha deduplicated ad measurement.
Meanwhile, the research firm is admitting an error in measuring out-of-home viewing, according to a report from Broadcasting and Cable. The firm informed clients that it didn’t include out-of-home viewing recorded by its Portable People Meters in its ratings starting in September 2020.
Nielsen blamed the problem on a software kink. “As a result, out-of-home viewing estimates may be understated. While there is little to no impact to most telecasts, we did find larger variances for events that tend to yield larger out-of-home audiences such as live sporting events,” a Nielsen letter to clients read. Nielsen added out-of-home viewing last year.
Alpha is the first iteration of Nielsen One which will continue to evolve with new feature additions, enhancements, and model improvements leading up to the launch of Nielsen One in the fourth quarter of 2022, according to the company.
Disney and Magna join several agencies, advertisers and publishers as Nielsen One Alpha participants from both the buy and sell sides of the industry.
“There’s a critical need for the evolution of measurement to truly reflect audiences and engagement, and Disney is uniquely positioned to help define and develop that roadmap,” Julie DeTraglia, head of research, insights and analytics for Disney Media & Entertainment Distribution, said in a statement. “We are pleased to join the Nielsen One Alpha program to ensure it accurately creates a holistic view of ad performance and content viewership for the industry.”
Nielsen One Alpha will be specific to ad campaigns, unveiling the first cross-platform measurement system of its kind that offers both comparability and audience deduplication across all screens (linear TV, connected TV, computer and mobile), according to the company. Media buyers and sellers will for the first time have the most holistic view of their ads across consumer delivery systems and platforms in a harmonized and holistic manner — crucial as the linear and digital landscapes continue to rapidly converge, the company announced. The deduplicated ad measurement metrics account for age and gender information.
“We are pleased to be working with Nielsen to provide insight and feedback regarding Nielsen One and ensure it delivers on its promise of being a truly holistic cross-screen measurement solution,” Brian Hughes, EVP and managing director of audience intelligence and strategy for Magna, said in a statement.
“All our hard work this past year has positioned us to take this significant step in fundamentally changing the game and providing the industry with what it wants, needs and deserves,” Karthik Rao, chief operating officer of Nielsen, said in a statement. “We are on track to deliver our single cross-platform measurement solution in the fourth quarter of 2022, as planned and in a manner that will support the $100 billion video advertising ecosystem. The Alpha launch serves as a clear proof point in our ability to deliver and we are working closely with a diverse group of clients on this important step. In fact, Nielsen One will bring together all the intelligence we have to date in order to help clients capitalize on consumers’ rapidly shifting media habits.”
Participants in this early Alpha range from select agencies, advertisers, digital publishers and networks.