First Version of Nielsen One Metric Debuts Next Month

Nielsen is getting an early jump on Nielsen One, its cross-platform tool that will enable publishers and marketers to transact on a single metric across linear and digital platforms. While the metric isn’t set to roll out until next December, Nielsen will be debuting the first version of the offering—called Nielsen One Alpha deduplicated ad measurement—at next month’s Consumer Electronics Show in Las Vegas. Disney and Magna are among the 10 agencies, advertisers and publishers—representing traditional and digital media, as well as the sell-and demand-sides—participating in Nielsen One Alpha. Nielsen will then add more enhancements and tweaks to the offering, leading up to the broader Nielsen One rollout in December 2022. Nielsen One Alpha will be specific to ad campaigns, as a cross-platform measurement system with comparability and audience deduplication across linear, connected TV, computer and mobile screens. Nielsen Will Measure TV Audiences For Individual Ads in C3 Overhaul “Alpha is not a test, it is here to stay. It’s just the first iteration,” Nielsen coo Karthik Rao told Adweek. “It will have all of the first set of modules in it, with deduplicator reach and frequency, which is the holy grail that everyone has been chasing.” The 10 clients participating in Alpha “are helping us essentially design what this is, what it should look like, what enhancements and features should come,” said Rao. They will provide feedback about “the best way to get value as we march down this journey of true cross-media, cross-platform deduplicated reach and frequency.” Nielsen One Alpha will utilize the larger data set for Nielsen’s national TV measurement service, which now adds metrics from more than 100 million set-top boxes and smart TVs to augment its in-house panel numbers. “There’s a critical need for the evolution of measurement to truly reflect audiences and engagement, and Disney is uniquely positioned to help define and develop that roadmap,” Julie DeTraglia, head of research, insights and analytics, Disney Media and Entertainment Distribution, said in a statement. “We are pleased to join the Nielsen One Alpha program to ensure it accurately creates a holistic view of ad performance and content viewership for the industry.” Brian Hughes, evp, managing director, audience intelligence and strategy, Magna, said in a statement that “we are pleased to be working with Nielsen to provide insight and feedback regarding Nielsen One and ensure it delivers on its promise of being a truly holistic cross-screen measurement solution.” Nielsen’s bumpy year It’s been a year since Nielsen first took the wraps off Nielsen One, which will take the place of its Total Audience Measurement tool. The company said the industry won’t fully transition to—and transact on—the new metrics until fall 2024. But since then, Nielsen now finds itself in a much different position: trying to convince the industry that it should remain the primary currency upon which media is transacted. In September, its national TV measurement service was placed in the penalty box by the third-party accreditation firm the Media Rating Council following months of questions about the accuracy of Nielsen’s in-house panel data over the duration of the pandemic. Nielsen has vowed to make the appropriate fixes, but several companies and organizations are now working to create their own measurement alternatives, including NBCUniversal, WarnerMedia and ViacomCBS. Meanwhile, the company has been scrambling to make its own enhancements, including expanding its national TV measurement service data set next year. In September, Nielsen said that its local TV ratings service, which also lost its accreditation, will switch to impressions-based buying next year and will begin counting broadband-only homes as part of its measurement. A month later, the company refreshed its brand and logo, while also reorganizing and rebranding its streaming metrics. And last month, Nielsen said it would be overhauling C3, and will begin measuring TV audiences for individual ads in 2024. Now, Nielsen hopes the first iteration of Nielsen One will continue that momentum and impress its clients. Alpha showcases the “new Nielsen,” said Rao. “This should lay to rest the questions of, 'Can Nielsen do it?'”

CES

Nielsen Debuting First Version of Nielsen One Cross-Platform Metric Next Month

Disney, Magna among 10 initial agency, advertiser and publisher participants

Jason Lynch

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Jason Lynch