Nielsen Deduplicates Cross-Platform, Finds Digital Contributes 16% Incremental Reach


When it comes to video advertising, TV is still king, but digital video is growing fast. 

According to Nielsen, digital video advertising is driving significant double-digit incremental reach, particularly when it comes to reaching consumers age 18-49 years old. The Nielsen data showed that digital campaigns drove 16% incremental reach …

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3 comments about "Nielsen Deduplicates Cross-Platform, Finds Digital Contributes 16% Incremental Reach".
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  1. Jack Wakshlag from Media Strategy, Research & Analytics, March 5, 2019 at 11:04 a.m.

    I’m confused. TV plus digital reach means reach by 
    TV and Digital. That is not incremental reach. That is overlap. 

  2. Joe Mandese from MediaPost Inc., March 5, 2019 at 12:08 p.m.

    @Jack Wakshlag: I agree with your assessment, but that is what Nielsen reported, even if it's not explicitly delineated by the data it provided to illustrate its findings. Sorry, I will go back and see if they can illustrate it better than that confusing Venn diagram.

  3. Jack Wakshlag from Media Strategy, Research & Analytics replied, March 5, 2019 at 12:43 p.m.

    Agree that there is a difference between incremental reach and overlap. Incremental reach is always the part that adds new viewers, not ones reached again. It is reach that you wouldn’t have otherwise. 

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