Starting Friday, advertisers, media buyers and TV station C-Suite executives will all possess the power to compare the audiences of video and text-based digital content to that shown on broadcast or cable television.
Nielsen‘s Digital Content Ratings, a core component of the company’s Total Audience Measurement framework, is officially launching on September 30. Based on a methodology complementary to that of Nielsen’s Digital Ad Ratings, the new offering provides syndicated daily measurement of audiences across digital content.
The metrics are fully comparable to that of television, and the rollout of the digital content ratings means one can now access daily comparative reporting across desktop and mobile devices via one single, integrated platform.
“Delivering syndicated digital content ratings is a tremendous milestone, and provides publishers, agencies and advertisers powerful insights that help them understand the full value of their content across digital platforms,” said Megan Clarken, President of Product Leadership, Nielsen. “This is the next step in the transformation of measurement as we know it.”
Syndicated clients for the digital content ratings include A+E, ABC, AOL, Buzzfeed, Discovery, Freeform, Gawker, Kik, Mashable, PopSugar, TasteMade and Vice.
Don Robert, EVP/Research & Analytics for A+E Networks, gave the digital content ratings a ringing endorsement, as did Buzzfeed VP/Research & Insights Edwin Wong.
“We’re very excited about the potential of Nielsen’s digital content and advertising ratings and the future of more robust third-party measurement features that cover the breadth of BuzzFeed’s cross-platform content,” Wong said.