Historically audience measurement was confined to silos — primarily TV, press and radio. With the onset of online advertising another silo was added — digital. Now that content is increasingly viewed across screens, the need for a multiplatform measurement tool that measures total audience, is a top priority.
A Nielsen spokesperson recently shared an example of a client’s programme where only 45% of the episode’s audience watched it live. Of the remain audience, 32% watched it via DVR during the first seven days after it aired and 2% watched on DVR between 8 days and 35 days after it aired. Another 7% watched it on VOD, 6% watched via a connected TV and 8% watched digitally, streaming it on a PC, mobile device or tablet. (Source: Jason Lynch, Adweek, quoting Megan Clarken, EVP, global digital product leadership, Nielsen).
This illustrates the complexity of total audience measurement. As can be gauged from the example, the multiplatform measurement tool that Nielsen and few other service providers are developing, must meet the following requirements:
The apple-to-apple basis for comparison is one of the more challenging requirements. Currently the way display audience is measured is vastly different from the way that TV is measured. Hence the need to redefine the rules so that whatever is measured is comparable across platforms. And this process of redefining the currency involves all of the important stakeholder, including media buyers and sellers.
The metric currently used for measuring live TV — AMA (average minute audience) — is slated to become the currency for total measurement.
Nielsen is playing a leading role in engaging stakeholders and service development. The company launched total audience measurement in phases in 2016. The service was initially provided on a “private industry preview” basis, i.e., clients could see their own data. The company then launched the syndicated service, allowing access to the full data set.
The alliance of comScore, the leader in digital audience measurement, with Kantar in 2015, established a dependable framework for cross-media audience and campaign measurement capabilities. Their complementary strengths will pave the way for the deployment of global measurement capabilities in total audience measurement.
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