Nielsen Leverages Online, TV Metrics

MediaDailyNews by Wayne Friedman, Yesterday, 10:59 AM Getting closer to delivering the holistic media measurement marketers want, Nielsen says it is leveraging its new online measurement service with its TV-based service cross-platform service. The two services: The Nielsen Online Campaign Ratings, which has accreditation from the Media Ratings Council, and national TV-based Nielsen Cross-Platform Campaign ratings. The new product is available today. "This is the first time we can show the number of people who saw a campaign no matter where they lived," stated Steve Hasker, Nielsen's president of global media products and advertiser solution. The Cross-Platform Campaign ratings provides unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising. Clients like ESPN, Facebook, GroupM, Hulu and Unilever are among the dozen companies that have signed on. Nielsen has signed on a number of ad networks and Internet technology companies for its Online Campaign Ratings (OCR) recently, including the CW network, which has been looking for specific measurement, since many of its TV shows run online. The OCR service will allow the CW to provide audience guarantees to advertisers. While both Nielsen's Online Campaign Ratings and Nielsen's longtime TV-based National People Meter service have received Media Rating Council accreditation, Nielsen's Cross-Platform Campaign Ratings is currently still under review by the organization.