Media Rating Council Accredits Nielsen’s Digital TV Measurement15 Feb, 2017 By: Doug McPherson
NEW YORK – The Media Rating Council (MRC), the de facto measurement standard in digital advertising (also used by Google, YouTube, Facebook, and Twitter) has accredited Nielsen’s digital measurement in its TV ratings.
The approval gives clients assurance of Nielsen’s digital methodology, which is “particularly important” to the C3 and C7 metrics used to transact ad sales, said Megan Clarken, president of product leadership at Nielsen.
She added that the accreditation should give media buyers and sellers confidence in Nielsen’s metric.
Nielsen’s Digital in TV Ratings launched in 2015 and covers linear TV viewing on desktop and mobile devices. Clients including ABC, CBS, Freeform, and Univision use it because it enables programmers to account for viewers across devices where the programs and ads are identical to the linear TV airing. Those results can then be combined with linear metrics for inclusion in C3 and C7 ratings.
Clarken said including the cross platform measurement into the official commercial ratings is “super important.”
“Given the billions of dollars being transacted using this data, having the measurement get extra validation from the MRC brings that additional level of confidence to the market that they’re looking for,” she said. “We use the same methodology across our Nielsen Total Audience framework, from this solution to Digital Ad Ratings to Total Content Ratings. So MRC accreditation gives us and our clients further confidence in our Total Audience methodology.”
In a statement, MRC executive director and CEO George W. Ivie added, “Nielsen has taken an important step in its efforts to meet the needs of the marketplace to have a fuller view into the consumption of TV programming across platforms, regardless of how it is being consumed.”
Nielsen’s clients praised the MRC accreditation news.
Jed Meyer, executive vice president of corporate research at Univision Communications Inc., a Nielsen client, said in a statement, “We’ve seen undeniable changes in content consumption behavior and, more than ever, ensuring we have measurement capabilities in the industry to adequately capture audience digital and linear viewing is critical. Nielsen’s MRC accreditation reaffirms the importance of transparent and accountable TV ratings for digital, especially as companies like Univision serve our respective audiences wherever and whenever they choose.”
Nielsen said it has started the process to also gain MRC accreditation for Digital Content Ratings and plans to seek accreditation for Total Content Ratings (TCR). The company’s Digital Ad Ratings first received MRC accreditation in 2011.