Nielsen makes a new data deal, paving the way to unlock local markets

With the advancement of technologies, the media landscape is changing, as are the audience’s viewing habits. Particularly with the emergence of streaming media, viewers got a myriad of options to choose from, which made a huge difference for people who had only a handful of stations to select and watch. And, more importantly, it provides them with the convenience of watching their favourite shows anytime and from anywhere.

As an outcome, audiences are scattered, as some choose Traditional TV channels, some prefer various streaming services, and some use both.

It makes the advertisers work more complex and puts them in a position to rely more on data measurement platforms so as to get accurate data to make decisions accordingly.

In the media measurement ecosystem, Nielsen has long been known for its TV ratings in the United States.

However, the company has gained lots of dissatisfaction from advertisers and brands for the inaccuracy of its data measurement in recent years. But, given the smart moves it has been taking in recent months shows how fiercely this measurement giant is working to fix the crack in its empire.

Nielsen recently renewed a multiyear agreement with Comcast Corp. to utilise set-top box "return path data" (RPD) in its cross-platform and national and local TV measurement.

The terms of the agreement have not been revealed, including the precise number of years it will continue, the total amount of the data set, and the payments involved. Nielsen, on the other hand, claims that the addition of RPD from Comcast expands its "big data" footprint to nearly 45 million US households.

According to the companies, the agreement will result in increased measurement commitment in the most significant local markets and enable media companies and agencies to acquire insight into modern audiences across platforms.

It is important for businesses and their advertising teams to pay close attention to the new collaborations happening in the media measurement ecosystem so as to stay ahead of the media evolution.

Measurement is already a tedious process. Especially with the evolution of technology, the way people consume content, the variety of devices they use to watch their shows, etc. have drastically changed. As it keeps evolving, it keeps adding an additional layer of complexity to measurement. But addressing these changes will only help brands move the needle forward.

In that context, We believe Nielsen’s new strategic partnership with Comcast to utilise set-top box "return path data" (RPD) will streamline the pathway for brands, especially to better connect with local audiences and impact them the most with their advertising activities.

However, it is a big bombshell that Nielsen managed to extend its partnership with someone like Comcast despite all of its data discrepancy stories. But in our opinion, this partnership will significantly contribute to Nielsen for regaining advertisers’ trust.

In a nutshell, if Nielsen can deliver accurate data, then this partnership with Comcast will remarkably empower brands to adapt their strategies to ever-changing consumer expectations and make more informed decisions to make their advertising efforts meaningful.