Nielsen, a leader in audience measurement, has achieved a significant milestone with its latest product, Big Data + Panel. This innovative technology has earned accreditation from the Media Rating Council (MRC), providing advertisers with a groundbreaking option in a competitive market. At a time when Nielsen faces challenges from emerging competitors, this achievement marks a pivotal moment for the company and the industry.

 

What is Big Data + Panel?

Nielsen’s Big Data + Panel combines data from two key sources:

1.     Smart-TV Viewership: Capturing interactions from 45 million households and 75 million devices, including cable and satellite set-top boxes and smart TVs.

2.     Representative Consumer Panels: Integrating traditional audience data to enhance accuracy.

This combination ensures comprehensive insights, making it the first technology of its kind to receive MRC accreditation.

 

Significance of MRC Accreditation

MRC accreditation is a gold standard in media measurement, ensuring reliability and transparency. Nielsen plans to endorse Big Data + Panel as a new currency for the upcoming “upfront” market, where networks and streaming platforms sell commercial inventory in advance.

Karthik Rao, CEO of Nielsen, highlighted the importance of this milestone:

“The accreditation of Nielsen’s Big Data + Panel is a landmark moment for TV ratings. It forever changes audience measurement by combining a high-quality, representative panel with an extensive data set. This is the most accurate measurement in the history of TV.”

 

Overcoming Setbacks: Nielsen’s Journey to Innovation

Nielsen’s achievement follows a challenging period in 2021, during which its national ratings service faced criticism for underreporting audiences during the pandemic. However, the company has made significant strides:

●      Live Streaming Data Approval: In November, Nielsen gained approval for incorporating first-party streaming data, supported by Amazon and the NFL.

●      Support from Industry Leaders: The NFL has consistently backed Nielsen’s efforts to modernize measurement. Paul Ballew, the NFL’s chief data and analytics officer, praised the accreditation, calling it a “significant step” in addressing the fragmented media landscape.

 

Competition from Emerging Measurement Services

Nielsen’s advancements come amid growing competition from rivals like VideoAmp, Comscore, and iSpot. These companies have gained traction with major networks and advertisers. Paramount Global, for instance, ended its reliance on Nielsen data, opting for VideoAmp instead.

This competitive landscape underscores the need for innovative solutions to measure audiences who stream content rather than watch via traditional linear TV. Nielsen’s Big Data + Panel is a response to these demands, demonstrating its commitment to evolving alongside industry needs.

 

MRC’s Perspective on Big Data + Panel

George Ivie, CEO of the MRC, emphasized the rigorous evaluation process behind the accreditation:

“We have completed and evaluated audits of Nielsen’s National Service and its new components, including first-party streaming and big data integration. This combined methodology is now MRC-accredited, marking a significant achievement for Nielsen.”

 

Beyond Advertising: Broader Implications for Media

Nielsen’s Big Data + Panel extends its impact beyond advertising placement. This technology can inform critical business decisions, including:

●      Content Programming: Helping media companies understand audience preferences.

●      Licensing Decisions: Offering insights for strategic partnerships.

●      Carriage Fees: Supporting negotiations for TV distribution deals.

By providing accurate and comprehensive audience data, Nielsen is equipping the media industry with tools to adapt to changing consumer habits.

The accreditation of Big Data + Panel marks a transformative moment for Nielsen and the media industry. Amid increasing competition and evolving viewer behavior, this technology sets a new standard for audience measurement. As Nielsen continues to innovate, it positions itself as a leader in helping advertisers, networks, and content creators navigate the complexities of a fragmented media landscape.