Nielsen, GroupM To Develop New Ratings Tool

Holy Grail

As more people watch TV content on something other than TV, ad firms and their clients are eager for a tool that lets them analyze the success of TV advertising across those devices and platforms. Recently, there’s been a burst of activity on that front.

On Monday, the ad-buying firm GroupM and the research company Nielsen announced that they will jointly develop a new product called Nielsen Cross-Platform Campaign Ratings, which will combine the research company’s TV measurement tools with recently launched products that gauge reach and frequency across the internet. The hope is that eventually, the tool will be able to tell advertisers the total audience for a show– across devices and platforms — and how many impressions were served to those viewers.

Nielsen says the new metrics are available to anyone who wants to use them, but they are in the developmental stage. GroupM will employ the tools, for now, to give its secular TV and digital buying teams, and their clients, more insight into their broader media purchasing. An actual measurement tool that can be used for cross-platform sales is still a ways away.

Nielsen and GroupM are hardly alone in their quest: Last month, for example, NBCUniversal (NSDQ: CMCSA) announced that it will partner with Google and comScore to develop cross-platform ratings tools during the upcoming London summer Olympic Games. This initiative seeks to create a tool that not only encompasses internet viewing, but audiences on mobile platforms, too.

GroupM — which says it approached Nielsen with the initiative — has had some success spearheading the development of new ratings products that ultimately find wide adoption. Several years ago, for example, the agency led the development of Nielsen’s “C3″ rating, which factors in viewing of commercials during digital video recorder playback up to three days after a show’s initial airing. C3 is now the metric on which most TV networks sell their advertising time.

Comments have been disabled for this post