NEWS14 January 2022

NBCUniversal announces cross-platform video measurement partner

Media News North America

US – NBCUniversal has entered into a multi-year video measurement deal with iSpot.tv.

Male TV viewer

This will make the real-time measurement company one of its preferred partners for quantifying and unifying cross-screen media consumption, reach and impressions across its One Platform. 

ISpot.tv will support NBCUniversal’s audience verification initiatives for both ads and programme ratings. These currency tests will include a massive pilot during two of the most anticipated events of the year – the 2022 Olympic Winter Games and the Super Bowl LVI – which will be conducted in collaboration with a range of clients across several verticals. 

Publicis Media will be the first media-holding company to test this new measurement across NBCUniversal’s entire One Platform, utilising these tools to support multiple brands.  

The new deal is part of an effort by NBCUniversal to bring advertisers more accurate, timely and diverse insights that capture the way audiences consume content and use this broad array of performance metrics to modernise the way video is valued.

Moreover, this commitment to new measurement and more accurate data builds on the company’s recent introduction of NBC Unified, its first-party consumer data and identity platform, which will serve as the data spine for these ongoing measurement transformation initiatives. 

“This is not a shift away from one panel-based system to another, but a definitive step toward embracing the metrics brands already use to evaluate media companies,” said Kelly Abcarian, executive vice-president of measurement & impact at NBCUniversal Advertising and Partnerships.

“We have an obligation to deliver consumers a great experience and an obligation to our customers and shareholders to utilise measurement systems that adequately capture the reach, attention, and outcomes we deliver. 

“Our learnings from this partnership will help transform our measurement solutions as we head into the next upfront season and bring advertisers more data that accurately reflects our audiences, their consumption habits and campaign impact.” 

Sean Muller, founder and chief executive of iSpot.tv, added: “NBCU is leaning into giving advertisers what they want: fast, accurate and granular cross-platform measurement that proves the value of investments. We applaud the work NBCU kicked off last year to accelerate the TV industry toward a more audience-centric, cross-screen and outcome-oriented framework that helps brands invest with confidence.” 

@RESEARCH LIVE

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