As an individual who has spent countless hours immersed in the fascinating world of media and entertainment, I find the recent developments at Nielsen to be nothing short of exhilarating. The approval of first-party live streaming data by the Media Rating Council is a significant stride towards capturing the elusive truth about audience behavior in our rapidly evolving streaming era.
Nielsen plans to allow media networks to incorporate their individual viewer statistics into the overall rating system, a strategic shift that Nielsen views as necessary in today’s streaming era. However, critics argue this move might provide an initial edge to well-established digital platforms like Amazon, potentially creating an unbalanced playing field.
On Thursday, the Media Rating Council, an organization that establishes and oversees standards for rating providers like Nielsen, announced its approval of incorporating first-hand live streaming data into Nielsen’s national television service. At the same time, they renewed their accreditation for Nielsen’s national panel measurement. This decision provides Nielsen with a competitive advantage as it faces increasing competition from other companies aiming to track video audiences on both conventional TV and streaming platforms.
I’m ecstatic and honored to have received endorsement directly from the MRC. This validation underscores our capability to adapt swiftly to market demands, all while ensuring safety and authenticity, as expressed by our CEO, Karthik Rao. With our time-honored techniques, such as our accredited panel of people, and cutting-edge innovations tailored for the streaming age, I firmly believe that Nielsen is perfectly positioned – right at the junction where all content viewing methods meet. This will offer the industry an unprecedented perspective on linear and streaming viewership like never before.
For several months, Nielsen has been working hard to get approval for using their data. For instance, Amazon is keen on being recognized for the large audience watching their “Thursday Night Football,” as they think Nielsen’s methodology sometimes undercounts these viewers due to the shift towards new streaming devices and technologies. Even the NFL has voiced concerns, stating that Nielsen’s technology appears outdated considering more people are using modern gadgets to watch sports entertainment. In August of last year, Paul Ballew, the NFL’s chief data and analytics officer, told EbMaster that the main discussion revolves around how to improve their traditional panel-based approach. He suggested utilizing first-hand data from all parties, not just Amazon, who have the rights to broadcast football games.
Generally speaking, many executives believe it’s crucial to utilize first-hand data in order to get the most precise picture of how much an audience is consuming a specific piece of content. While traditional TV broadcasts can be tracked entirely, viewing statistics on streaming platforms are often hidden behind a paywall. This means that only the platform owner has access to all the information about the audience’s behavior.
It’s quite probable that gaining approval could provide some media companies with a competitive edge compared to others. For instance, Fox Corporation chooses not to stream its most popular sports on their platforms. You won’t find a stream of the Sunday-afternoon NFL games shown on Fox on their free Tubi service. Similarly, companies with less dominance in streaming may struggle more than those who have established larger market shares.
A source close to MRC’s approval process indicated that certain members of their Television Committee, involved in the review process, weren’t fully on board with the idea of approving Nielsen’s utilization of first-party data at the present moment.
As a movie reviewer, I’ve noticed a shift in the landscape of media measurement services. Traditional players like Nielsen are facing fresh challenges as emerging contenders such as VideoAmp, Comscore, and iSpot are capturing attention from major clients like Paramount Global, Warner Bros. Discovery, and NBCUniversal.
Advertisers may also weigh in on this topic. For a long time, major advertisers have predominantly used third-party data from Nielsen and others to evaluate the effectiveness of media outlets where they purchase advertising space. If Nielsen’s new approach gains broad acceptance, Madison Avenue could potentially become even more reliant on its measurement services, as we are still figuring out the best way to measure audiences during an era in which this is still a topic of debate.
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2024-11-01 19:23