Nielsen is introducing a new measurement service today that it hopes will be a game changer. Advertising Age reports that the company’s Cross-Platform Campaign Ratings will measure the number of viewers who saw a campaign on TV, the number who viewed it digitally and the overlap between the two categories.
The initiative, which builds on Nielsen’s Online Campaign Ratings, will make it easier to measure a campaign’s total reach and frequency across platforms, the story reports. That capability could open the door for big changes in the way media business is conducted — including enabling networks to use digital views as TV make-goods, and vice versa.
Click here to read Ad Age’s examination of how the new metric will impact the ad marketplace.