NBCUniversal Expands Partnership With Data Plus Math to Offer Deeper Consumer Analysis

Company shifts from legacy metrics to performance-based guarantees

Did you know brand recall increases when viewers see an ad on TV AND streaming? Download "A Practical Playbook for Multiscreen TV" to learn more.

NBCUniversal is expanding its partnership with Data Plus Math as part of its broader company strategy to offer advertisers more performance-based guarantees over traditional metrics.

The company’s announcement comes on the heels of its guaranteeing the advertising buy surrounding The Upside on the movie’s ticket sales, over the traditional age-gender metric from Nielsen.

Its deepening relationship with Data Plus Math, a media measurement company, is another way NBCU is looking to measure what consumers actually do after they view an ad.

“How do we measure the efficacy of spend? That’s a conversation that’s happening at agencies [among] marketers and publishers,” said Kavita Vazirani, evp, NBCUniversal insights and measurement. “That



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in