As the ad industry thinks about the future of measurement, which Nielsen has dominated for a long time, Disney isn’t going to give up on Nielsen, even as it looks at other options.
Using data from smart TVs and set-top boxes, Publicis Media will help Nielsen build its new One platform, making it easier to measure unique viewers across both linear and digital. The deal was made between the Mouse House and Publicis. In a statement, Disney and Publicis say they will work together to “develop requirements that allow for more precise measurement capabilities.” There are a lot of live events and sports that Disney will be able to help One. They joined the program last December.
At the same time, Disney Advertising said today that it’s extending its long-term relationship with Samba TV so that agencies and holding companies can use Samba’s True Reach and Frequency instead of Nielsen when writing deals for Disney inventory. Media companies like Fox Corp., Paramount, and Discovery have offered Comscore and VideoAmp as alternatives to Nielsen when they write contracts with other companies over the past year. Disney is thought to be the first big media company to do so with Samba.
Nielsen One is an essential product for the measurement company, which lost its accreditation with the Media Rating Council for TV ratings last year because of problems with maintenance that led to measurement errors.
Because of the fallout, there is more room for currencies other than the dollar to be used in TV deals in the United States. Samba TV and Comscore are two measurement providers that Disney is also expanding its deals with, as are other measurement providers.
A Nielsen executive said that the company is now working with “every major holding company” on the early version of Nielsen One. That comes after Nielsen One was first launched with Disney and Interpublic’s Magna late last year.
Disney has already tried Samba TV’s service with Hyundai to see how many people saw and heard it. Publicis will also use it this spring.
This content was originally published here.
