Nielsen announced that YouTube’s streaming TV inventory will be measured in Digital Ad Ratings and Total Ad Ratings to help media buyers and sellers better understand and verify audiences on both the YouTube and YouTube TV apps on connected TVs (CTV). “As streaming through connected devices surges, measuring the audience is critical as the industry demands a currency grade solution that provides marketers and publishers holistic, cross-platform metrics about advanced TV campaigns,” said Scott Brown, GM of Audience Measurement at Nielsen.
The first phase of the measurement will occur during the first half of 2021. The decision will result in the analyst's expanded ability to measure the platform beyond mobile and computer builds on the Advanced V product suite, which features addressable TV measurement. It will start with YouTube TV and extending to the YouTube app on connected TVs in the U.S. shortly thereafter, in time for the 2021-2022 Upfronts.
More than three-quarters of U.S. homes owning one or more connected devices and streaming accounting for 25% of total TV usage. The CTV space has offered massive amounts of fragmentation as more company's join the competitive market, causing data to be isolated within different platforms.
According to Nielsen’s recent Beyond Streaming report, YouTube accounted for 20% of all streaming usage in the U.S. With this coverage expansion. “Over 100 million people in the U.S. watch YouTube and YouTube TV on their connected TVs every month," said Debbie Weinstein, Vice President, Global Solutions, YouTube. "Advertisers are asking for third-party measurement partners like Nielsen to provide a complete view of YouTube and YouTube TV audiences, so they can understand the scale of the audience they’re able to reach through CTV campaigns.
Nielsen highlighted its ability to offer independent audience reporting across all platforms, and the effectiveness of providing cross-platform metric to media buyers and sellers through its Youtube measurement. “Because connected TV is addressable by nature, expanding our relationship with Google to measure YouTube audiences on connected devices is an important step to deliver cross-media admeasurement and comparability between CTV and addressable on linear TV,” Brown said.
Digital Ad Ratings is the market-leading independent, third-party solution that provides demographic audience measurement on connected devices. The expansion of Nielsen’s Digital Ad Ratings measurement for YouTube through connected devices builds on Nielsen’s commanding coverage of the connected TV space.
As streaming through connected devices surges, measuring the audience is critical as the industry demands a currency grade solution that provides marketers and publishers holistic, cross-platform metrics about advanced TV campaigns.” Scott Brown GM, Audience Measurement, Nielsen