Beginning March 1, Nielsen will start offering customers its Total Content Rating, which measures “unduplicated video consumption across linear and digital platforms and devices,” reports Adweek.
The long-awaited rating is intended to give TV networks and media buyers a more complete picture of who is watching content across platforms as well as how to monetize that viewing.
Recipients of the new data are free to release it publicly, but must stick to only their own numbers for the time being.
While program distributors are excited to finally be able to offer fuller pictures of show performance to ad buyers, the new metric isn’t expected to become industry currency just yet. Media buyers currently see it as more of a planning tool than a buying one, David Cohen, president, North America, Magna Global, told Adweek.
That said, once the new system is fully in place, content distributors will push to use the information as quickly as possible to monetize all of their content across all platforms.
Fully measuring and monetizing the value of every single viewer represents terrific upside for us,” CBS Corp. chairman and CEO Leslie Moonves told investors and media analysts on a quarterly earnings call earlier this month. “There is no question when we talk to advertisers, everybody is looking at a more complete picture and that only means more viewers and more revenue for us.”
READ MORE: Adweek
[Image courtesy of Adweek]