"The Walt Disney Company will take a significant step toward equalizing the business of advertising on television and online this spring when three of the networks owned by the company, ABC, ABC Family and ESPN, offer advertisers guarantees for video programming distributed both on television and online," writes our good friend Bill Carter in The New York Times’ Media Decoder.
The story continues: "The ABC networks will announce Tuesday that they have adopted the Nielsen Online Campaign Ratings system to measure viewing across both television and online sites, and will base all sales on estimates of what total viewing will be on all those platforms."
Carter adds: "ABC has been aggressively seeking a way to combine guarantees both on television and online. Adam Gerber, vice president of sales development and marketing for ABC, said the company gave combined viewing guarantees to some advertisers in last year’s upfront — the sales period in spring when networks made deals with advertisers for future programming — but expected ‘a much more robust demand for those kinds of deals’ this year."
The story quotes Steve Hasker, president of Global Products for Nielsen, saying: "If an automaker places ads on all different platforms, on television and online, we’ll be able to measure all the people that see that particular campaign."
We urge you to click on the link above to read all of the details in Carter’s piece.