The media ratings consortium OpenAP and the Video Advertising Bureau formed a joint committee with TV giants Fox, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros. Discovery to find alternatives to Nielsen numbers.
In an announcement, the commission said the goal is to “enable multi-currency, with a focus on creating a meter certification process to determine the suitability of emerging cross-platform meter solutions before 2024.”
The new body said it has already begun to leverage the collective efforts and progress of its members to develop measurement certification standards, which will be formalized and officially announced on March 1. On April 25, it will host an event to share progress. created to accelerate the multi-currency future and pre-read measurement partners.
In a joint statement, CEOs Jeff Shell of NBCU, Bob Bakish of Paramount, Wade Davis of TelevisaUnivision and David Zaslav of WBD expressed their optimism about the potential of their collaboration. “The sustainability of the premium video advertising model depends on a measurement ecosystem that is transparent, independent and inclusive, and that accurately reflects how everyone consumes premium video content today – across multiple screens, connections and devices,” the statement read. . “Coming together to form this JIC will allow us to collaborate and accelerate efforts to implement a new multi-currency future that encourages more competition, inclusiveness and innovation that will ultimately better serve advertisers, agencies and consumers .”
The partners said they will fund various data initiatives with four specific plans. This includes the development and maintenance of a metrological certification process in collaboration with the VAB with the aim of completing it in advance for 2024; creating a data set for programmers to enable third-party measurement service providers by “harmonizing” streaming audience data provided by the OpenAP infrastructure; engage an external auditing firm to verify the accuracy of the streaming viewing data; and cooperation with VAB and ANA as well as other major industry groups such as 4As, IAB, ARF and others.
The initiative follows a particularly brutal few years in the long-charged TV metrics industry, as Nielsen has increasingly come under the scrutiny of networks and advertisers. After revelations in 2021 that the company miscounted both linear and streaming numbers, the Media Rating Council, an independent regulator, withdrew accreditation from Nielsen’s methods. From a business perspective, the company has also faced an increasing number of viable competitors, although it is still the dominant player in terms of market share.
In an environment of dramatic downsizing of TV bundles, valuation methods have become even more important than ever. According to recent estimates by the Leichtman Research Group, 66% of US TV households own some form of pay TV package (ie cable, satellite, telecom or virtual MVPD), up from 79% in 2017. This decline has increased in the pressure on Nielsen, although the company insists it is increasing its investment in new tools that can make it profitable in the streaming era. Nielsen One, a highly anticipated solution, will be officially launched later this month.
Author: father Hayes
Source: Deadline
Joseph Fearn is an entertainment and television aficionado who writes for The Fashion Vibes. With a keen eye for what’s hot in the world of TV, Joseph keeps his readers informed about the latest trends and must-see shows.
