Multiple standards: NBCUniversal joined ESPN in rolling out their own advertising standard for measuring cross screen audiences.
100% completion: NBCUniversal is only counting digital video ads that are viewable to completion.
Quote from Laura Molen — EVP, Lifestyle, and Hispanic Advertising Sales @NBCUniversal:
“We have waited for the industry standard and it hasn’t happened. We can no longer wait because viewership is moving so much further to digital. Consumers are viewing content wherever, whenever they want.”
Why this matters: TV networks are only able to charge advertisers for ad impressions that run during content that is measured. They are watching their audiences shift to digital while being unable to adequately monetize that content with ads.
NBC consumption by device year-over-year:
1) Mobile — ↑ 40%
2) Connected TV — ↑ 52%
Measurement companies that NBCUniversal is working with:
The addition of live streaming and out of home (bars, etc.) added 12% to ESPN’s overall first-quarter audience.
A recent study from Dativa compared the accuracy of various measurement sources including:
1) Nielsen panel
2) Cable set-top box data
3) Smart TV ACR