NEWS19 August 2009

Time Warner signs ‘three-screen’ measurement deal with Nielsen

New business North America

US— Time Warner has signed a seven-year contract with Nielsen to provide ratings services for all its businesses – the news coming in the same week that the media giant was reported to be part of a consortium planning to launch its own measurement system to rival the ratings firm.

The deal covers Turner Broadcasting, the CW Television Network, HBO, Warner Brothers Domestic Distribution, Time, RET Media and WPCH, with Nielsen providing TV, online and mobile audience measurement and advertising and consumer engagement research.

This includes national and local TV measurement, online and mobile measurement, segmentation and targeting provided by Nielsen Claritas, consumer engagement services from Nielsen IAG and media analytical tools from Nielsen IMS.

Jack Wakschlag (pictured), chief research officer at Turner Broadcasting, said: “Our new agreement with Nielsen will provide all Time Warner businesses aggregate measurement and improved reporting across the media landscape. We have also agreed to continue our collaboration to foster innovation in the media measurement space.”

Nielsen’s president of media client services in North America, Sara Erichson added: “We are extremely pleased to continue a long-standing relationship with Time Warner. Through the years, Time Warner has collaboratively worked with us to help improve the media measurement business as a whole, and we look forward to continuing that work.”

Time Warner did not return calls to clarify its position on the consortium at the time of going to press.

Nielsen vice chairman Susan Whiting told staff in a memo this week that several of the firm’s clients had recently renewed contracts for television, online, mobile and other measurement services.