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If you work in the TV or advertising industry, or even if you’re just a TV fan, you likely talk about Nielsen television ratings on a regular basis.After all, the fate of more than a thousand scripted and unscripted TV shows, as well as the country’s $70 billion-plus TV advertising market, is tied to the measurement company’s ratings data.But what happens between the time a TV program first airs or streams and networks and clients receive those metrics from Nielsen?In the latest video in our series How S it Works, we talk with Brian Fuhrer, Nielsen’s svp of product leadership, about TV ratings.Fuhrer explains how Nielsen creates its national panel; how and what the company measures; and why, as much as some would like, you can’t apply to join the company’s panel.
Nielsen sees addressability as the future of TV advertising and is taking its biggest step ahead to help the industry prepare for the transition.The company has created a technology, product and commercial initiative called Nielsen Advanced Video Advertising that will help it focus on expanding addressable advertising for smart TVs.The new group includes addressable TV technology provider Sorenson Media, which Nielsen acquired to help with its addressable push.With more than 250 million smart TVs expected in the market by 2023, according to Statista, Nielsen wanted to create a platform to take advantage of addressability.Nielsen Advanced Video Advertising combines Nielsen’s various acquisitions, including Sorenson Media’s addressable TV ad platform and Nielsen’s automatic content recognition, or ACR, technology, which it acquired after purchasing Gracenote in 2017.“It’s bringing together the best tech and talent and IP to solve some of the challenges of addressable TV” and help the industry “evolve linear into an addressable medium,” said Kelly Abcarian, the general manager of the new group.
FreeWheel will use the Nielsen data management platform to build and target advanced audience segments on connected devices such as over-the-top TV screens and other types of digital video opportunities.Per the terms of the partnership, Nielsen’s DMP will provide advertisers using FreeWheel Markets with insights on media consumption and purchase data to help them better hone their ad campaigns as well as measure outcomes.The Nielsen DMP and FreeWheel’s server-to-server integration also lets advertisers optimize their ad campaigns in real time across all CTV, OTT and digital video channels in a bid to improve campaign responsiveness and performance, according to the pair.These targeting capabilities will also be made available through FreeWheel’s suite of advertising tools, dubbed as DRIVE, with Neil Smith, general manager of FreeWheel Markets dubbing the integration as an important milestone towards the Comcast-owned unit’s goal of unifying linear TV and digital video.“This will help our clients more effectively plan, buy and measure audiences across all new forms of TV, with the scale, sophistication, and ease of use needed to drive superior results for advertisers as TV viewing continues to migrate across screens,” Smith added.Meanwhile, Damian Garbaccio, evp, Nielsen, described the partnership as “one of the most comprehensive advanced TV offerings available in the market today” that will help advertisers better attribute ROI to their media buys.
A recent Nielsen report on the evolution of US TV viewing habits reveals a 48% increase in the number of households switching entirely to over the air access.16 million US homes – 14% of households – are now OTA-only, up from just 9% of households 8 years ago.This constituency is split into older viewers (6.6m) looking to save a few bucks by settling for the good, old broadcast antenna option, and younger SVOD (subscription video on demand) subscribers (9.4m), who get everything they need from services like Netflix and therefore see no need to pay for cable.A significant characteristic of this latter category is a move away from the traditional TV to viewing on mobile devices.These smaller screens tend to lend themselves to solitary viewing rather than the more communal TV experience, something that is greatly facilitated by the on-demand nature of these services.Coinciding with the publication of this report is the announcement from Netflix of its biggest ever price rise in the US.
On Friday night, the companies reached a new deal for Nielsen national, digital and local audience measurement.In the agreement, CBS Television Network, CBS Television Distribution, Showtime Networks, Smithsonian, Pop, CBS Sports Network and CBS’ 27 owned-and-operated local television stations will continue to use Nielsen’s Total Audience measurement services.The multiyear agreement contains similar services to the last deal, according to a source.“CBS is a longstanding leader in world-class video content,” said Nielsen CEO David Kenny in a statement.CBS programming is perennially the most-watched content rated by Nielsen, and there is significant upside ahead as next-generation advertising continues to flourish.”The two parties had been negotiating for six months but were unable to settle on a new agreement before their previous deal expired on Dec. 31, which complicated CBS’ ad buys.
Inside Google Marketing: 4 ways we’re planning for an automated futureGoogle plans to seek out better data for a more automated future, the search giant recently announced, along with other insight for users of its Google Marketing Platform, including optimized data points and scalable creative templates.Comscore and Nielsen are racing to become the one true cross-platform measurement provider2019 will see both Google and Nielsen increase efforts to lead the way in online traffic and usage measurement, using expanded measurement tools each plan to begin rolling out in the coming months.AI Is Eating Advertising – And 2019 Will Be Critical For Getting It RightArtificial intelligence is playing a greater role in digital marketing, utilizing vast amounts of existing demographic data, and AdExchanger takes a look at how this shift has affected the way marketers work.
Last week, Netflix—which is notoriously tight-lipped about its ratings—said that its Sandra Bullock movie, Bird Box, had the biggest debut ever for one of its original films, with more than 45 million Netflix accounts watching the thriller during its first seven days.And while the streaming service has long dismissed Nielsen’s efforts to measure its U.S. audience via SVOD Content Ratings, the measurement company has released new data today that seems to support Netflix’s boasts about the film’s massive audience.According to Nielsen, almost 26 million U.S. viewers watched Bird Box in the first week after its Dec. 21 release.Nielsen said since it began measuring Netflix’s shows more than a year ago, only the first-week audience for Stranger Things 2 drew a larger audience, by less than one million viewers.And while Nielsen’s 26 million figure is less than Netflix’s 45 million tally, the numbers might not be as far off as they seem.SVOD Content Ratings only measure U.S. viewers watching on a connected TV devices like Smart TVs and Rokus, which accounts for around 75 percent of all Netflix viewing, but does not include mobile or PC streaming.
As CBS continues discussions with Nielsen about a new contract to replace the one that expired on Dec. 31, the network said publicly this morning what it had been saying privately for days: It is at a “contractual impasse” with Nielsen, and could end up working instead with measurement rival Comscore if a new deal cannot be reached.CBS and Nielsen have been negotiating for six months on a new contract, but failed to come to an agreement before the current one expired on Dec. 31, which complicates the network’s advertising buys.The network released the following statement this morning about its negotiations with Nielsen: “The entire media industry is aware of the need for complete and accurate measurement across platforms.While Nielsen has made some strides in this area, progress has not been what we and many clients would like, and local TV measurement is particularly challenged.Despite this backdrop, Nielsen continues to use their market power to bundle disparate services and raise prices for services that don’t sufficiently address ongoing changes in the industry.If we cannot come to an agreement with Nielsen, we will continue to employ the many viable alternatives available to us, including Comscore.”
A day and a half after CBS and Nielsen’s contract expired, the companies still haven’t agreed on a new deal—and buyers told Adweek they are trying to determine how the dispute will affect their current ad inventory on the network.CBS and Nielsen have been negotiating for six months on a new contract, but failed to come to an agreement before the current one expired on Dec. 31.Negotiations are being held up over pricing.CBS, whose last contract with Nielsen was worth around $100 million a year, says it wants a deal that makes sense for the company, and argues that Nielsen isn’t doing enough to measure the current platforms that audiences consume content beyond linear TV.Nielsen, meanwhile, counters that it has beefed up its measurement capabilities with new offerings like SVOD Content Ratings and Out-of-Home, and that it has recently expanded or renewed deals with five major clients—including Hearst Television and local TV broadcasting company Raycom Media—with the same provisions that CBS has so far rejected.Talks are ongoing, though a deal does not appear to be imminent.
A listener can remember the brands and products heard on an ad featured on a podcast, according to a series of Nielsen studies commissioned by Midroll, the advertising sector of Stitcher, a radio and podcast company.Nielsen’s surveys look at the effectiveness of eight national brands that placed ads this year.The surveys collected data on how well listeners were able to recall, purchase and recommend a product after listening to the product or brand’s ad on a podcast.In all, 7,100 adults aged 18 to 64 were surveyed online after listening to a clip of a podcast episode.Half of those respondents were shown an ad in the mid-roll position of the clip, while a control group didn’t hear an ad.They were surveyed afterward to measure lift.
With reports like Nielsen’s Global Trust in Advertising saying that 83 percent of people trust the recommendations of friends and family over traditional ads, it’s no wonder influencer marketing has emerged as a successful strategy for boosting awareness and sales.Don’t ask influencers to abandon their voice for your message.Influencers know how to weave brand content into their own storytelling so audiences don’t feel like they’re being advertised to.You can encourage engagement by posting questions or prompts, but for the most part, great content speaks for itself with likes and shares.Influencer audiences respond to value-added call to actions, such as a personalized discount or a free trial period.Sponsorships can definitely include sales messages, but remember to keep the focus on providing quality content that feels like a natural extension of the influencer’s platform.
Close to a quarter of US households now own a smart speaker, according to research from Nielsen.In Q1 2018, only 22 percent of US households owned a smart speaker – such as the Amazon Echo, the Apple Homepod, or the Google Home – so this two percent rise (to 24 percent) over the last quarter shows that the technology is gathering some steam.Originally, uptake for smart speakers was slow, with only 800,000 US households having one in 2015.By 2017 though, they were present in 15.3 million households.Of the smart speaker owners in the US, 62 percent of them started using the device within the last six months.A lot of ground has been gained.
Photo: Dan Seifert / The VergeSmart speaker love is in full effect for US consumers, with 24 percent of US households owning a smart speaker, and 40 percent of those households owning multiple speakers, according to Nielsen’s latest study.Devices like Amazon’s Echo, Google’s Home speaker, and Apple’s HomePod have taken off in recent years, and it seems that trend is continuing, with Nielsen noting that 62 percent of smart speaker owners have purchased their devices in the past six months.Forty-five percent of smart speaker owners are planning to purchase more devices for their home, Nielsen said.According to the study, most people are using their smart speakers to listen to music, and 68 percent of people chat with their smart speaker “for fun.” Smart speaker usage peaks over the weekend, with an average of 72 minutes of usage per day, and 65 minutes per day during the week.Earlier this month, Adobe released its own study that showed 32 percent of US consumers had smart speakers, and that number could reach 50 percent before the end of the year.
Compared to a year ago, time spent on the social network has fallen by almost 7%, according to an analysis of new Nielsen data.The amount of time people are spending on the Silicon Valley company's main social network has dropped by almost 7% from a year ago, according to new data from research firm Nielsen that was highlighted in a recent research note by Pivotal's Brian Wieser."Overall, including Facebook, Messenger, Instagram and WhatsApp, Facebook's share of digital consumption was at 15.2% vs. 16.9% in the year-ago period," Wieser wrote in his note.Facebook will have around a 23% share of US digital ad revenue this year, he said, noting that percentage is significantly higher than its share of users' time.A new study of teens by Common Sense Media cited by Axios found that only 15% of those aged 13 to 17 said their "go-to social site" was Facebook.In 2012, it was the go-to site for 68% of that age group.
The music business is littered with stories about songwriters or studio contributors and session musicians who never get the credit — or money — they’re often due for their work on hit songs.And for every storied session musician in “The Wrecking Crew” there are perhaps hundreds of other contributors who aren’t getting their just desserts.The five-year-old company co-founded by serial entrepreneur Marcus Cobb has developed a suite of tools to manage everything from songwriting credits and rights management to ticketing and touring all from a group of apps on a mobile phone.And has just raised $2.4 million in funding to take those tools to a broader market.The company’s nStudio tracks songwriting credits to assist with chart and Grammy submission — through a partnership with Nielsen Music — and its “PinPoint” helps organize touring.“I think we need to get attribution and monetization closer to the creators,” Cobb has said.
Nielsen wants to get better at tracking video games.To fill in the digital-shaped gap in its data reporting, the market analysis firm has acquired industry intelligence firm SuperData Research, which extrapolates data estimations for digital games by looking at the behavior of 160 million people.This acquisition gives Nielsen a foothold in the gaming space, which is an industry that is growing more and more concerned with metrics like engagement as opposed to strictly sales.Nielsen, which typically sells its data to businesses, will have to compete with tracking firm The NPD Group, which has reported on game sales since the 1990s.In 2016, NPD started including digital sales in its monthly reports as well.“Video games have become a mainstream form of entertainment that engages and excites billions of people globally,” SuperData chief executive officer and cofounder Joost van Dreunen said.
Nielsen is trying to level the playing field when it comes to integrations, launching a new metric it says will help marketers and publishers standardize brand mentions across platforms.The metric will help networks and marketers determine how the media exposure from such campaigns compares to traditional TV advertising, which Nielsen says should ultimately lead to more accurate monetization of integrations.Nielsen Branded Integration Intel will analyze and “score” every exposure of a brand in content, including factors like size, location, duration, brand hits and impact.“We’re helping clients understand the nature of their brand integration in a way they haven’t been able to,” said Renee Plato, svp media solutions and innovation, Nielsen.While integrations have been around for years— Nielsen said 611 different brands were involved in on-screen integrations during the last TV season—“now we can actually provide a level of measurement that pinpoints or delivers a relative level of value,” Plato said.“The more scientific measurement that you have across a performance, the better you are able to define a currency behind it for our partners,” Plato said.
Nielsen Holdings PLC said it began measuring the financial value of sponsoring videogame competitions and teams, the latest sign of the rising interest in so-called esports.The media-ratings company is putting a dollar amount on the exposure companies gain, for example, from putting a brand on players’ jerseys, or in digital form as part of an online or television broadcast.Nielsen similarly began measuring sponsorships in traditional sporting events last year.The move is aimed at giving advertisers a better sense of the value of the growing number of leagues, players and audiences in esports.Nielsen said it is also conducting surveys to count the number of people who identify as esports fans.So far this year, Nielsen said it has analyzed seven global esports events, determining that sponsorships ranged in value from $75,000 to nearly $17 million.
Nielsen announced today that ad viewership on YouTube’s mobile app will be included in the Nielsen Digital Ad Ratings, which provides a complete look at an ad’s computer and mobile audience.Since the beginning of this year, Pinterest have also partnered with Nielsen to beef up their mobile ad measuring.Currently, Nielsen already measures ad views from YouTube’s desktop and mobile web browsers, so this will provide a comprehensive cross-device measurement of advertising audiences who use YouTube.“As more people watch video across digital platforms and devices, Nielsen’s comprehensive measurement of YouTube through Digital Ad Ratings is crucial to provide a complete picture of media consumption,” said David Wong, svp of digital product leadership at Nielsen.This launch will also provide Nielsen clients with age and gender demographics for YouTube app users, as well as reach, frequency and gross rating points.With this technology, Nielsen wants to provide media buyers and sellers with truly comparable and deduplicated persons-based measurement.