ABC’s adoption of Nielsen Online Campaign Ratings is part of its strategy, known as ABC Unified, which provides advertisers with a single ‘buy’ across all screens, from TV to phones. The broadcaster is using Nielsen’s online ratings to provide demographic audience guarantees for online video deals as well. ESPN will employ the service for select clients.

“Viewers are watching increasing amounts of our content on more screens and we have to manage that across a variety of technology platforms, operating systems and distribution relationships while also accommodating the transition to dynamic ad impression delivery,” said ABC president of sales Geri Wang.

Nielsen president of global product leadership Steve Hasker (pictured) added: “Disney and ESPN are regularly at the forefront of innovation, pushing the boundaries of understanding consumers and getting those insights into the hands of their advertisers.”