, a Bellevue, Wash.-based company that measures audiences across linear TV and streaming platforms to provide viewing information on the two major events next month. Publicis Media, which owns several major ad-buying companies, has agreed to participate in the test with several of its clients.
NBCUniversal said in a statement that it hopes to use iSpot.tv’s data to determine rates for the spring’s upfront selling season, when the bulk of commercial inventory for the 2022-23 TV season will be sold. The data will provide NBCU with a metric that will tell how many people watched programs and commercials across both conventional TV and streaming platforms.
“This is not a shift away from one panel-based system to another, but a definitive step toward embracing the metrics brands already use to evaluate media companies,” said Kelly Abcarian, executive vice president, Measurement & Impact, NBCUniversal Advertising and Partnerships, said in a statement.
Major Nielsen customers were upset last year over difficulties Nielsen had in updating its panel, as COVID-19 protocols prevented its personnel from entering the homes of participants. The number of people using television in the 18-49 age group advertisers care about most was undercounted by 2%, which networks said cost them millions of dollars in ad sales.
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