Nielsen has some big plans in the coming years. Starting in 2022, as a phased plan, Nielsen proposed to launch “Nielsen ONE,” with the promise to combine linear and digital viewing. According to Nielsen, the new system will offer ad-supported media investors, “a single, unduplicated view of their audiences across all platforms and mediums.” This will become the new industry currency metric.
This is a huge, much needed change for the largest measurement and data analytics company. According to Nielsen, between March and August of 2020, U.S. adults spent 11.1 trillion minutes watching linear TV, 2.8 million minutes streaming and 12.2 trillion minutes with digital.
So, what exactly are they proposing? The chief operating officer of Nielsen, Karthik Rao, stated, “With Nielsen ONE, we are delivering a single, comparable metric for TV and digital that will provide premium video consumption across all platforms, services and devices.”
This means that, using a single metric across digital and linear media, advertisers and publishers will be able to transact. Regardless of the platform or device being used, marketers will be able to see total video consumption, while reducing inflated metrics and double counting. For media buyers and sellers, this means better monetizing their assets and maximizing their investment.
Nielsen is not going to be able to make this dramatic move on its own. The success of Nielsen ONE depends on the support of tech companies, programmers, and advertisers. This new endeavor has also piqued the interest of competitor ComScore, which has plans to present their own cross-platform.
More information will be announced as plans unfold. You can count on Infinity Concepts to stay on top of this news.
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