MRC Says CNN All Screen Measures Up

The Media Rating Council has evaluated Turner Broadcasting and Nielsen's CNN All Screen measurement process and found that it aligns with its guidelines for data integration.

CNN All Screen combines the news network’s viewership among in-home audiences and people watching in other places not normally measured by Nielsen.

To create the All Screen Report, Nielsen’s data-fusion technology combines National People Meter information with viewing captured away from the home by its Portable People Meter panel, along with online and mobile panels. The result is supposed to represent a 360-degree view of how consumers watch across all devices.

According to All Screen, 18% additional 25-to-54 watchers watch CNN on a total day basis. CNN would like those viewers included in its ratings when it sells advertising. Sports networks also have large out of home audiences.

MRC's decision comes a week after CNBC said it would no longer use Nielsen figures to sell advertising for its daytime business news, which has significant viewership by financial professionals in offices, and will turn to Cogent Reports  to collect data about its audience for media buyers.

The companies said the MRC review of CNN All Screen was not aimed at accrediting the data. Rather, Turner, Nielsen and the MRC are collaborating to explore the extent to which validation of fusion methods can be attained and set precedence for increased transparency of fusion products in general.

“CNN All Screen is a vital tool for our sales team to utilize when showcasing to agencies and brands the full scope of their schedules across the linear network, now including our significant and valuable out-of-home audience,” Katrina Cukaj, executive vice president  of of CNN/HLN ad sales, said in a statement. “We already experienced strong demand for this type of scaled partnership during the Upfront and look forward to continuing that conversation with additional partners.”