Nielsen, Roku Strike Measurement Pact to track cross-screen viewership

TV networks haven’t been particularly fond of Nielsen over the past few months, but their digital rivals seem pretty impressed.

The media measurement giant has struck a deal with streaming portal Roku, asking Nielsen to track viewership across traditional and connected TV, desktop usage and mobile screens. Advertisers using Roku may receive data about the reach of their ads among Roku users who rely on so-called “deduplicated” audiences, or people who do not see the same content on different advertising platforms.

“Marketers are increasingly investing in CTV to follow consumers. However, brands want consistent measurement across all screens,” Kim Gilberti, Nielsen’s senior vice president of product management, said in a prepared statement. “Marketers can now better evaluate the unique reach and frequency of CTV inventory associated with their entire Roku purchase in a comparable and comprehensive way, and advertisers can reduce waste and help ensure relevant ads are delivered to the right audiences across devices.”

The new Roku pact – Nielsen and Roku have been working together since 2016 – comes just weeks after Nielsen and Amazon’s Prime Video struck a deal to measure viewership for “Thursday Night Football,” which Amazon has rights to without collaborating a need to share broadcast network for the first time.

TV channels have long been ambivalent about Nielsen’s work – what student loves it when the teacher marks their homework? — but her tone in recent years has shifted to one of frustration. The networks, some of Nielsen’s top clients, have encouraged advertisers to consider new audience measurements provided by newcomers and competitors such as ComScore, iSpot and VideoAmp. NBCUniversal, Paramount Global, and Warner Bros. Discovery are among traditional media companies that have offered a new measurement system to advertisers and media buyers willing to consider an alternative.

TV companies could soon use the same technology that Nielsen is using for Roku. Nielsen says its work measuring non-duplicate viewership across four different viewing modes will underpin its new “Nielsen One” technology, which it plans to unveil in late 2022.

s. Nielsen, Roku Strike Measurement Pact to track cross-screen viewership

Charles Jones

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