CW Adopts Nielsen Online Ratings
The CW network -- already the forerunner in using new programming metrics for its online distribution of TV shows -- will be the first TV network to
use Nielsen Online Campaign Ratings for all online audience guarantees for the 2012-2013 TV season.
The new Nielsen online ratings service efforts will offer demographic impressions, reach,
frequency and gross-rating-point measurement for all of The CW’s Internet ad campaigns.
CW had been moving a lot of its programming online in recent years -- and more than other
networks, had been offering advertisers a mix of ratings metrics from Nielsen and other companies, such as comScore, for the last several years.
Rob Tuck, executive vice president of sales
for The CW, stated: “With our young, tech-savvy audience, comprehensive measurement across all platforms is crucial. The CW has always been an industry leader in digital, and we’re excited
to work with Nielsen to deliver the most complete insights and results to our advertisers.”
Recently, The CW Network said it will make TV content available online faster than many
competitors.
A number of other online ad networks and technology companies have signed on to the service -- including ad network Adap.tv, AudienceScience, DataXu, Innovid, Jivox
Corporation, LiveRail, SET, TubeMogul, Turn, VideoHub, Videology, Vindico and Zedo. Ad technology company FreeWheel is also participating.
Nielsen Online Campaign Ratings launched in August
2011 and became the first Internet measurement system to provide demographic ratings for online advertising campaigns.
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