Nielsen incorporates mobile-device viewing into TV ratings
Wednesday, 30 October 2013 00:00
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LOS ANGELES : Nielsen will be sending software kits that will enable clients to incorporate mobile-TV viewing into its ratings in mid-November, the company said on Sunday night.
The announcement solidifies the company’s plans to include mobile numbers into its traditional ratings measurement beginning with the 2014-2015 season.
“We’ve been working hard to deliver this new (Software Developer Kit) and are excited to be able to deliver a single client solution that supports both the linear (TV style) and dynamic (internet style) ad models,” said Nielsen’s Megan Clarken, executive vice president of Global Product Leader, in a statement.
The unified encoding approach for video, which Nielsen has been openly discussing for several months, enables measurement to follow content across screens and ad models, the company said. So if a broadcaster makes a TV show available for viewing on a digital device and it meets the ad load and timeline requirements, then that viewing will count in the regular Nielsen TV ratings.
If the content is not eligible for TV ratings - due to elapsed crediting time, dynamic ad insertion or because it originated from the web itself - then the viewing of it will be included only in Nielsen Digital Ratings.
The technology works by analyzing audio watermarks, metadata or tags associated with the content and related advertising, Nielsen said. (Reuters)
