In an effort to update the current system used to measure viewership data, Nielsen has developed a standardized set of metrics that allows comparisons across all media platforms. Known as ‘Total Audience Measurement’, this system will analyze data from, “TV DVR, VOD, connected TV devices (Roku, Apple TV and Xbox), mobile, PC, tablets, and digital media.” Although the full release is not scheduled until March 2017, this is an important step for Nielsen after facing delays regarding this announcement, which was originally scheduled for this year’s upfront presentations.
The global president and COO at Nielsen, Steve Hasker, said the delay was caused by, “the reality of working through the data with clients, getting them more comfortable with the new data sets that they’re seeing.” Despite the setback, Nielsen has addressed some long-standing challenges within the advertising industry by implementing the Total Audience Measurement system. The ability to accurately measure cross-platform content will allow a deeper insight for advertisers to continue making informed decisions.
To learn more, read the AdWeek article here.