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Nielsen Says New Methodology Lets Advertisers Compare YouTube to TV

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Nielsen said its new Four Screen Deduplication methodology will enable advertisers to compare audiences for commercials on YouTube to viewing on linear TV.

The new methodology will first be available as part of Nielsen Total Ad Ratings. It will also be a key part of Nielsen One, the company’s upcoming cross-platform measurement system.

Nielsen, historically the leader in measuring linear TV, is under pressure to compete with new entries as the industry focuses on streaming and multi-platform measurement. 

Also: Nielsen to Measure CTV Ads on YouTube, YouTube TV

“Four-screen measurement is a critical step toward Nielsen One, as it provides the comparability necessary to produce a trusted, deduplicated number across platforms that enables clients to better understand reach, manage frequency and verify the audiences of their media buys,” said Kim Gilberti, senior VP, Product Management, Nielsen. “As consumer engagement across platforms continues to converge, digital measurement must provide continuous and comparable metrics across all channels.” 

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"In a converged world, customers need a complete picture of their ad spend across all screens," added Debbie Weinstein, VP, Global Advertiser Solutions, Google & YouTube. "Nielsen enabling advertisers to compare YouTube's reach across mobile, desktop and now CTV to TV is a tremendous step towards their vision for Nielsen One, and we look forward to their continued efforts to bring cross media measurement to the industry." ■

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.