NEW YORK — March 5, 2013 — ABC, ABC Family and ESPN have adopted Nielsen Online Campaign Ratings to manage demographic guarantees for online video campaigns. Each network is using Nielsen Online Campaign Ratings audience composition data in conjunction with total delivered impression counts from ad servers to calculate viewer demographics.
ABC’s comprehensive use of Nielsen Online Campaign Ratings delivers on this year’s commitment to provide advertisers with one buy across all screens. Known as “ABC Unified”, the solution gives marketers the ability to easily buy content across TV, computers, tablets and phones with a single demographic audience guarantee. ABC Family is using Nielsen Online Campaign Ratings to provide demographic audience guarantees for online video deals as well. ESPN will employ the service for select clients.
The multi-business unit commitment follows more than six months of extensive testing of Nielsen Online Campaign Ratings and is based on the solution’s Media Rating Council (MRC) accreditation*, unique methodology, expansive samples and evolving measurement capabilities.
“Measuring online and on-demand video audiences is complex, and finding an approach that balances the existing TV business and emerging ‘screen agnostic’ world is increasingly important,” said Geri Wang, ABC President of Sales. “Viewers are watching increasing amounts of our content on more screens, and we have to manage that across a variety of technology platforms, operating systems and distribution relationships while also accommodating the transition to dynamic ad impression delivery. Nielsen Online Campaign Ratings is a good first step at addressing the new realities of our business—it helps our clients better understand the audience value of online video, and gives us a more accountable way to package and deliver advertising value across platform.”
As part of the relationship, ABC, ABC Family and ESPN are working with Nielsen to inform the next generation of Nielsen Online Campaign Ratings. Specifically, they are addressing the unique challenges related to demographic-based online inventory forecasting, impression allocation and cross-platform audience measurement.
“Disney and ESPN are regularly at the forefront of innovation, pushing the boundaries of understanding consumers and getting those insights into the hands of their advertisers,” said Steve Hasker, President, Global Product Leadership, Nielsen. “We look forward to enhancing their strategy with high-quality, comparable data across screens.”
This is the latest in a history of innovation between Disney and Nielsen. Last year, ABC and Nielsen announced work to develop a custom tablet measurement panel and consumer insights connecting media exposure with purchase behavior.