Nielsen to incorporate mobile viewing into TV ratings
October 28, 2013
Nielsen has confirmed to US clients that it will make the software developer kit (SDK) that enables digital device measurement available for implementation in mid-November.
“We’ve been working hard to deliver this new SDK 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 Megan Clarken, EVP, Global Product Leader, Nielsen. “This unified encoding approach for video enables measurement to follow content across screens and ad models.”
This unified encoding approach for video enables measurement to follow content across screens and ad models. For example, if a broadcaster makes a TV show available for viewing on a digital device and it meets the ad load and timeline requirements for TV ratings, then that viewing will credit to the Nielsen TV ratings. If that 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 in Nielsen Digital Ratings, specifically Nielsen Digital Program Ratings for content ratings and Nielsen Online Campaign Ratings for the ad rating.
The patent-pending Nielsen technology behind the SDK will know where to credit the viewing, because it will analyse the audio watermarks, metadata or tags associated with the content and related advertising.
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In order to capture the breadth required to measure mobile viewing, Nielsen will use big data and a census-style measurement approach that matches demographic information via data providers, such as Facebook, and is calibrated with Nielsen’s National People Meter panel.