NEWS18 May 2011

UKOM-approved online video stats incoming

Data analytics UK

UK— The first results from a UKOM-approved online video measurement service were published today, reporting that 26.9m people viewed streamed video from home and work computers in the UK during April.

Data from the Nielsen VideoCensus service will carry UKOM’s endorsement from July.

James Smythe (pictured), general manager of the IAB and AOP-backed measurement body, said: “To support the video-on-demand advertising model, the industry needs reliable, people-centric measurement, especially with demographics to line up with traditional TV. Nielsen VideoCensus is a hugely important step forward in the measurement and understanding of TV audiences.”

Nielsen was appointed UKOM’s official web audience measurement supplier in 2009. The company first launched VideoCensus in the US in 2007.