For the last two years Nielsen has worked on developing a new tool for total market measurement, but they still have to solve how the metrics in the industry should evolve. Currently, one of the main challenges is how to get the industry to move beyond the C3 and C7 ratings metrics for national TV advertising. Last week, the company brought together 25 top industry executives to discuss the topic and assess the situation. The new total market data will be available as of December. The tool allows measuring how content is consumed in all platforms. Now advertisers must learn how to work with these numbers to improve monetization of their efforts. Although the advertising business continues to be measured with C3 and C7 metrics, Megan Clarken, EVP at Nielsen, said that “these rules that were set in 2006 are starting to become unhinged because of the changing consumer behavior”. The main problem this system has is that it excludes almost all views on PCs, mobile devices, tablets, VOD and connected TV devices. “We are working with the industry to reestablish those rules” explained Clarken. “The question is what are the buyers and sellers prepared to agree to, so what is the actual, definitive data point or multiple data points that they are going to agree to. Today, that is the C3/C7 ratings for TV and on the digital side, it´s viewability, it´s DAR (digital ad ratings). The two sides need to come together”.
Linda Yaccarino de NBC Universal: La venta de anuncios en televisión ha evolucionado dramáticamente
