Effort To Help Television Ecosystem Unlock Additional Impressions And Value Across OTT And STB VOD Inventory
Nielsen and FreeWheel, a Comcast Company, announced plans to expand measurement to over-the-top and set-top box video on demand inventory. This effort will enhance the value of the television ecosystem through additional data-enabled, targetable premium digital video platforms for programmers, MVPDs, agencies and advertisers to effectively reach consumers. This announcement comes six months after Nielsen announced that it was integrating Comcast’s non-personally identifiable TV viewing data with its comprehensive panel data.
“Nielsen is committed to building measurement solutions that account for the entire television ecosystem, from linear and — in view of our plans with Comcast and FreeWheel — across over-the-top and set-top box video on demand inventory,” said Megan Clarken, Global President of Watch at Nielsen. “This solution will be critical to further unlock the power of television, wherever and however a consumer is watching that content.”
“The work Comcast and FreeWheel will be doing with Nielsen to make television, in all its forms, data-enabled, targetable and measurable is another step to unify TV as a platform,” said Marcien Jenckes, President, Advertising, Comcast Cable. “These efforts will add to the Comcast, OTT, e robust picture of viewership trends, further strengthening the currency used by the entire TV industry.”
Nielsen and FreeWheel plan to provide more details about this broader initiative ahead of the 2019 TV Upfront.
Nielsen’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance.