October 23, 2014
Nielsen, in partnership with Adobe, is developing the first measurement system for tracking the consumption of digital media across apps, the Web and smart TVs. The system is expected to launch commercially in 2015. ESPN, Sony Pictures Television’s Crackle, Turner Broadcasting, Univision Communications, and Viacom have already signed up to participate. Adobe Analytics and Adobe Primetime will be integrated with Nielsen’s digital measurement tracking tools to create the system.
The Nielsen Digital Content Ratings are separate from Nielsen’s TV ratings, which is a standard in the television business. Nielsen aims to provide the same “currency-grade content metrics” for digital media. The system will measure audiences across a variety of devices, including desktops, smartphones, tablets, game consoles, and OTT set-tops.
ComScore is a digital-measurement rival and the company will respond to the announcement of Nielsen and Adobe’s plans, according to Variety. Even though the Nielsen agreement with Adobe is not exclusive, it is unlikely that Adobe would partner with comScore. The level of integration in the Nielsen-Adobe deal might be too high for Adobe to consider a second partnership.
The new system is intended to track digital consumption more accurately, which would help programmers target their online audiences and potentially increase advertising opportunities. The makers of online TV shows, online videos, games, and other audio and text content will be able to use the Nielsen Digital Content Ratings to track their viewers.
Broadcasters and pay-TV providers in particular will be able to utilize Adobe Primetime, an online TV platform, to measure audiences and viewing behaviors.
For additional information, see the Nielsen press release.