Nielsen to Unveil Media Measurement Advancements at CES 2022; Admits Error in Viewing Tally

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.

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“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.

Vizio Appoints Former AMC Networks, Dish Exec VP of Network Partnerships

Consumer electronics company Vizio has appointed former AMC Networks and Dish executive Adam Gaynor VP of network partnerships.

In this role, Gaynor will help build direct relationships with networks across Vizio’s SmartCast platform and its advertiser-direct business unit Vizio Ads.

“Adam’s addition to the team represents Vizio’s continued focus and investment in driving the future of TV,” Mike O’Donnell, chief revenue officer at Vizio, said in a statement. “Not only does Adam have extensive experience working with networks, but he has been at the forefront of championing addressable advertising, going back to his previous efforts driving live linear addressable advertising at AMC Networks and Dish.”

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In addition to spearheading network relationships, Gaynor will be heavily involved in advancing Project Open Addressable Ready (Project OAR), a technology consortium led by Vizio and created to advance the development and deployment of a new, open standard for addressable advertising on connected TVs. The consortium recently announced live market trials with network partners such as Fox, ViacomCBS, NBCUniversal, E.W. Scripps and AMC Networks.

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“Vizio is building the next generation of home entertainment, powered by data and personalized consumer experiences,” Gaynor said in a statement. “I’m excited to join the team to advance VIZIO’s initiatives on the network and addressable front, enabling advertisers to deliver more precise messages to their intended audiences at the right time.”

Before joining Vizio, Gaynor was most recently VP of AMCN Agility, the data solutions sales team for AMC Networks. There, he created and oversaw the development and monetization of all advanced and data-driven TV advertising opportunities across the AMC Networks portfolio. He also served as VP, media sales and analytics for Dish Network, where he led the company’s media sales division, inclusive of all addressable, interactive, programmatic and OTT initiatives. Gaynor also held posts at Game Show Network, Comcast and CBS.

Amobee Inks Digital Ad Tech Deals with ITV, Univision

Digital advertising tech company Amobee has signed licensing agreements with ITV, the U.K.’s biggest commercial TV network, and Spanish-language broadcaster Univision Communications.

Amobee, which acquired ad software company Videology in 2018, made the announcements at the 2019 NAB Show in Las Vegas.

ITV will incorporate Amobee’s technology, which helps advertisers better control their campaigns, across ITV’s VOD service, ITV Hub.

This new functionality gives advertisers the ability to deliver mass simultaneous reach across linear channels, alongside targeted, data-driven advertising on the Hub.

The ITV Hub, which has more than 28 million subscribers, saw a 32% increase in viewing in the past year with more than 446 million hours of online viewing.

The ITV Hub had its biggest ever day on July 3, 2018 thanks to the World Cup and “Love Island” TV show. The Hub generated a record 9.7 million simulcast (live) and catch-up requests.  England’s semi-final against Croatia saw 4.3 million simulcast requests — The Hub’s biggest ever number for live programming.

“This agreement accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for VOD to match the established system for linear advertising,” Carolyn McCall, CEO, ITV, said in a statement.

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“Our partnership will unlock the value of advanced TV for both ITV and their customers across the United Kingdom,” added Kim Perell, CEO of Amobee.

Separately, Amobee is enabling Univision to provide a data-optimized linear television offering to marketers, applying the same digital principles of granular audience targeting and campaign measurement.

“Our relationship with Amobee enhances our ability to create end-to-end solutions for clients who are seeking advanced data solutions and precision targeting against this valuable consumer segment,” said Steve Mandala, president of advertising sales and marketing at Univision.