Nielsen is expanding its Total Audience capability for local measurement of ads and content to all 210 local designated market areas in the U.S.
Total Audience solutions combine Digital Ad Ratings, Total Ad Ratings and Digital Content Ratings to measure reach, frequency and gross rating point performance for ads and content across digital and TV at the local market level. Nielsen also includes linear measurement contributions from virtual MVPDs directly to local TV ratings from earlier this year.
"By enabling our clients to demonstrate the total reach they can deliver to advertisers at the local market level, local television can access the same key metrics as national television to know how their media is working," said Kelly Abcarian, senior vice president of product leadership at Nielsen, in a statement. "This helps to better inform their sales strategy and enables effective decision-making about where and when to engage audiences with content and advertising on a local level."
Nielsen Total Ad Ratings currently measures total and incremental ad campaign reach for all audiences across all devices or platforms and will include over-the-top impressions in 2019. Total Ad Ratings uses Nielsen Digital Ad Ratings data combined with Nielsen TV Ratings data to report on persons-level campaign audiences.
In August, Nielsen-owned Gracenote launched a Mobile Video Analytics solution to look closer at viewership and performance on mobile video streaming applications.
“Nielsen has been at the forefront of measuring television and digital video content for decades and the new Gracenote Mobile Video Analytics solution extends our market-leadership position in the mobile streaming space,” said Mike Greenawald, senior vice president of connectivity for Gracenote, in a statement. “In a hotly-contested marketplace for subscribers, it is critical to understand the factors that drive engagement and retention. Gracenote Mobile Video Analytics identifies the key video performance factors that enable our customers to gain a competitive edge and make more informed business decisions."