A week after
Kantar looked to offer cross-platform ratings in the U.K. that would serve as a currency, Nielsen has begun testing a service there that debuted in the U.S. last year.
Campaign Ratings tracks exposure on TV and online platforms, offering insight into how many people saw an ad on just one platform or more than one.
The measurement comes from TV ratings
from BARB (Broadcasters’ Audience Measurement Board) as well as Nielsen’s Online Campaign Ratings. The cross-platform system can deliver TV-style GRPs on daily basis.
BARB’s TV ratings are generated from a 5,000-person panel maintained by Kantar. The U.K. has 26 million TV homes.
In addition to its TV foothold, BARB last week hired Kantar
to begin measuring online video on all devices, possibly another step toward a cross-platform currency. Kantar won the business after a pitch process. The U.K. has 26 million TV homes.
Derek Luddem, Mondelez International area media manager for U.K. and other areas, stated that advertisers hunger to know “more specifically how online and TV complement each other, which
is an important route to best maximizing the benefits of each.”
In addition to Mondelez, Unilever, Omnicom and Aegis are involved in the Nielsen trial