Nielsen adopts ATSG advanced audience principles

The calculation principles for advanced targets were published last year by the Advanced Target Standards Group (ATSG), a group of 12 network TV programmers including Disney-ABC, ESPN, AMC Networks and Discovery, alongside CIMM and clypd.

Kelly Abcarian, senior vice-president of product leadership at Nielsen, said: “The ATSG calculation principles are a great first step towards bringing consensus to advanced audience measurement and we are pleased to be among the first to implement these standards.”

Pete Doe, chief research officer at clypd and chair of ATSG, said: “The ATSG calculation principles reflect broad industry consensus about how advanced audiences should be counted in linear TV. Additionally, they are open source, as we all agreed that was crucial for the development of the industry.”

The ATSG has also published new resource materials, including considerations and guidelines for first-party advanced audience data; a point of view on effectiveness measurement for TV; and a data labelling framework for TV measurement data.

The consortium was set up by clypd and US network programmers in 2016 with the aim of accelerating the use of advanced targets in TV media buying and selling.