Jeff Baumgartner | New Bay Media | August 15, 2017
Broadening its visibility into the world of digital video and OTT distribution, Nielsen said it will begin crediting video content distributed on Facebook, Hulu and YouTube.
That added capability, delivered via Nielsen’s Digital Content Ratings, will enable TV and digital publisher clients to capture viewing of their content within their reported audience numbers, Nielsen said, noting that this “consistent and transparent view ensures a level playing field” because it provides access to the same information across both publishers and platforms.
While enabled publisher clients will be able to receive credit for video offered on Facebook and YouTube in Nielsen’s Digital Content Ratings, Hulu will be providing “select media partners” with credit for current series content that it distributes, Nielsen said.
That expansion follows Nielsen’s announcement last month that “eligible TV viewing” from YouTube TV and Hulu’s new live TV service would be included in its Digital in TV Ratings
“The inclusion of video content distributed on Facebook, Hulu and YouTube in Nielsen Digital Content Ratings is a major accomplishment and part of our ongoing commitment to providing the industry with independent, comprehensive measurement of the evolving consumer landscape,” Megan Clarken, president of product leadership at Nielsen, said in a statement. “Through capturing this audience, Nielsen is providing publishers, agencies and advertisers with a better picture of today’s media consumption, with comparable metrics.”
“Much of our content is being missed by traditional measurement tools and Nielsen’s Digital Content Ratings allow us to count content views and viewers across our owned and operated properties as well as Facebook and YouTube,” added Edwin Wong, VP of research and insight at BuzzFeed. “With this new tool at our disposal we are able to have a clearer view of BuzzFeed’s true reach. Nielsen’s Digital Content Ratings are necessary for accurate audience measurement in today’s digital universe.”
Several other digital media and ad agencies also lauded the move, including Group Nine Media, Horizon Media, Magna Global, Mic, Tastemade, and Refinery29.