Turner signs up to Nielsen SVOD measurement

The SVOD service is part of Nielsen’s total audience measurement framework, and lets users compare how streamed content performs against linear and on-demand programming.

The agreement with Turner covers all of the the company’s media brands, which include Cartoon Network, CNN and Boomerang.

The deal will give Turner access to syndicated SVOD data from subscription-based streaming content, to assess how the company’s programming (and that of other networks) performs in comparison. It also uses Nielsen’s national TV panel to offer demographic and household data on the audiences viewing such programmes.

Howard Shimmel, chief research officer at Turner, described the viewing of programmes on SVOD services as “a huge blind spot for the industry”, and said that it is “critical to understand the total audience picture”.

He added: “This service will help shine a light into the competitive landscape of SVOD content as well as better inform our programming and distribution decisions."

Nielsen launched the service in October, with early subscribers including Disney-ABC, Lionsgate, A&E Networks and Warner Brothers.

Subscribers receive measurement of programmes at a season and episode level, in a manner comparable to linear television data (including ratings, reach, frequency and segmentation reporting).

Peter Bradbury, managing director, Nielsen National Client Solutions, said the SVOD content ratings offer users a “true perspective of their content’s audience, whether it’s viewed live, time-shifted, on-demand or via an SVOD service”.