Nielsen One, the forthcoming cross-platform measurement system from Nielsen has secured Disney and media agency, Magna, as its participants.
The new system will roll out by the end of 2022. The company will unveil Nielsen One Alpha during the CES in Las Vegas in early January.
Nielsen is known for its traditional TV ratings. One alpha is aimed at “de-duplicating” ad data which is a term that originated from the online world. Now it’s being used in TV and streaming advertising. This means that a conversion of a viewer to the purchaser can be sourced and credited rather than it being claimed by multiple marketing channels.
Nielson One’s first iteration alpha will evolve with various enhancements, additions and tweaks. It is planned to lead up to its launch at the end of 2022. Julie DeTraglia, the Head of Research, in the Insights and Analytics of Disney Media and Entertainment Distribution, said that there was a need for improvement in the measurement to reflect the true audience and their engagement and Disney was positioned to help define and develop that roadmap.
She added that the company was pleased to join the Nielsen One Alpha program. And by being a part, make sure that they create a holistic view of ad performance and content viewership of the industry.
The first of its kind cross-platform measurement system, Nielson One Alpha will offer both comparability and audience de-duplication across linear TV, connected TV, computer and mobile.
For the first time, the media sellers and buyers will get a comprehensive view of their ads across consumer delivery systems and platforms. This is vital as the digital and linear landscapes continue to converge quickly.
Brian Hughes, EVP, Managing Director in the Audience Intelligence and Strategy at Magna told that the company was pleased to be working with Nielsen and that they are looking forward to providing feedback and insight regarding the performance and to assure that it delivers what it promises, which is a holistic cross-screen measurement solution.
Throughout 2021, a string of criticisms was raised against Nielsen and the company has responded regarding its methodology and ability to capture accurate data of viewing in streaming and linear TV.
Karthik Rao, the COO of Nielsen said that their hard work has allowed them to take this significant step and that this will change the game to provide the industry with what it needs, wants, and deserves.
He added that in a market with rapidly shifting media habits of consumers, Nielsen One will bring together all the intelligence to date to help their clients.
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