Nielsen 1st to Get Accredited for Streaming

Isnamp8217t it obvious Nielsen would be the standardNielsen has longbeen the leader in the media measurement industry but there was a chance to cut into their market share when they lost MRC accreditation during COVID in 2021 At the time they lost their accreditation their reputation was hurt and they like all measurement companies at the time didnamp8217t have a reliable way to measure streaming services The loss of MRC accreditation to their proprietary panel of 40000 people eliminated Nielsenamp8217s one advantage on the rest of the marketOther companies like VideoAmp and iSpotTV started pushing their crossmeasurement solutions to counter the gaps Nielsen measurement had By the time Nielsen regained accreditation in April 2023 other media measurement companies hadnamp8217t made enough progress to get advertisersnetworks to fully pivot from Nielsen and failed to get MRCcertification for any of their streaming measurement solutionsamp160 Advertisers and networks were using nonNielsen solutions because there was no accredited option in the market for streaming measurementWhat are the implications for the marketplaceNow that Nielsen who was already the industry leader has this advantage over its competitors where do the likes of VideoAmp and iSpottv go from here They were positioning themselves as an essential part of a multicurrency system but if Nielsen can be a onestop shop with MRC backing across the board the inertia of sticking with the standard weakens the chances of a multicurrency system We have seen in the past two Upfronts that there is enthusiasm for the idea but reluctance in practice to move away from Nielsen across the industryThe ongoing dispute between Nielsen and Paramount might give a hint at how networks will react to this news Nielsen and Paramount have been in a dispute over their contract for the past two months with Paramount pushing VideoAmp as a replacement for Nielsen While that is one major media company that is competing with Nielsen other companies are still transacting primarily on Nielsen and this addition of streaming data gives less reason to move away from their standardRecently Advertiser Perceptions surveyed 200 marketers and found that 64 stated that alternative currencies were either just as or less effective than Nielsen source Adage The survey also showed that reluctance to adopt new currencies stemmed from a lack of clear competitive advantage and the extra costs that will come from adoption Most networks are already cashstrapped so if Nielsen can be a onestop shop cutting the costs of alternate currencies that donamp8217t provide clear additive value might be on the top of costcutting listsMRCaccreditation will be necessary for Nielsenamp8217s competition if they want to be seen as a viable alternative Comscore is also a competitor to Nielsen but they have longbeen a standard in local TV measurement VideoAmp and iSpotTV need to establish a clear value like Comscore with local TV iSpotTV does have their proprietary ad catalog that is MRC accredited but that might not be enough as Nielsenamp8217s Big Data incorporation is allowing them to vastly improve their adtracking capabilities These alternate currencies have backing from the JIC but the JIC was only established in July 2023 and itamp8217s clear that JICbacking is not the same as MRCaccreditation in fact one of the JIC requirements is that the company seek out an MRC auditNow that MRCaccredited streaming data will be rolled out to Nielsen clients ad agencies will soon be placing more investments into media measurement with a more complete picture captured by its ratings Nielsen has already released 1stparty streaming data as part of their deal with Amazon for amp8220Thursday Night Footballamp8221 so Nielsen clients have exposure to streaming ratings That is only a sliver of the streaming landscape though and agencies will be working behind the scenes to understand the changes to come and how they will impact their businessIt remains to be seen how this news will shake up the industry but one thing is clear Nielsen is now the bestresourced media measurement company and already has the biggest market share This will bring the debate about a multicurrency system to its breaking point as Nielsenamp8217s competitors will further have to justify their value and networksagencies will have to decide if the additional costs of nonNielsen solutions are worth itPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Nielsen 1st to Get Accredited for Streaming

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Daniel Senor

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