Article by Daniel Konstantinovic
The news: NBCUniversal announced Monday it is partnering with “a broad network of trusted partners” to create “a full suite of interoperable measurement solutions” in light of what it views as a failure of legacy measurement currencies to measure changing viewing habits.
- Nielsen’s rocky accreditation status with the Media Ratings Council is escalating the fragmentation of TV measurement across linear and digital divides.
- As Nielsen’s reign comes to an end, competitors in the space seem to agree: A universal standard isn’t needed, and each of them knows the best way to track their own audiences.
What this means: NBCUniversal is stepping into the limelight with an independent alternative, and its potential partners send a strong message to advertisers that independent metrics are just as trustworthy as their predecessors.
- The announcement blog post, “It’s Time for Our Industry To Declare #MeasurementIndependence,” calls for exactly that: a future where the media industry operates on a number of independent measurement systems, rather than defaulting to a service like Nielsen.
- That independent approach has worked well for connected TV (CTV), where ad spending has increased by just over $9 billion since 2018 and will continue to grow. CTV ad spending will increase from $13.41 billion in 2021 to $27.47 billion in 2025, when it will account for nearly 30% of total TV ad spend.
The opportunity: NBCUniversal’s main edge is its scale and credibility.
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