With the start of this new year, Nielsen initiated the agency evaluation period of their long anticipated Total Content Ratings system. This system will consolidate all traditional, digital, and other TV/video viewing under one measurement. However, at the request of their television network clients, Nielsen has altered the way data will be shared during this assessment. “Instead of allowing its media clients to analyze TCR data online as of January 1, it will provide offline reports.” It is important to note that this was not a result of any methodological issues but rather, “client readiness and their need to further evaluate data.”
An important element of Nielsen’s new evaluation process relies on TV networks to implement the new “Software Development Kits” on their digital platforms to make total viewer measurement viable. More reports will be produced as more clients come online: “This will allow media clients to customize the data they wish to share, whether it be to focus on particular platforms, programs, or demographics,” noted Nielsen.
With plans to have the TCR system ready for use by this year’s upfront advertising market, the “Total Content Ratings is on schedule to syndicate data on March 1st.” To learn more, read the MediaPost article here.