NBCU Devises Framework For New Metrics Efforts

by Wayne Friedman , November 18, 2021

NBCUniversal says over 100 companies have participated in its effort to create a future measurement framework -- one that could yield a “new currency” for the TV industry.

At the top of the list -- under audience measurement -- are what NBC calls “currency contenders.” They include Nielsen, Comscore, Moat, iSpot.tv, TVSquared, VideoAmp and 605.

For streaming digital audience measurement, it includes Adobe and Conviva.

In “persons-based TV panel” group include Nielsen, TVision, BeatGrid Media, Hypha Metrics, Immetrica, and PlumResearch.

NBC sketched out six key areas of segmentation -- audience measurement, audience verification, brand measurement, incrementality measurement, sale impact, multi-touch attribution, and business-outcome guarantees.

In addition, it added categories of identity graph/resolution and creative/content/emotional/ interactivity/social.

In a note to measurement companies, Kelly Abcarian, executive vice president, measurement and impact at NBCUniversal Media, wrote: “NBCUniversal has committed significant resources to evaluating all 100+ RFP submissions we have received. We have updated our timeline and will be reaching out to key potential partners after the start of the new year.”

This past week, NBCU launched its first ever Measurement Innovation Forum.

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3 comments about "NBCU Devises Framework For New Metrics Efforts".

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Jack Wakshlag from Media Strategy, Research & Analytics, November 18, 2021 at 2:42 p.m.
An impressive start and sensible way to organize the options.
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Ed Papazian from Media Dynamics Inc, November 18, 2021 at 3:47 p.m.

Jack, as a guess, if "Judge Judy" reaches 10 million viewers per minute---as she claims---that works out to 300 million minutes "viewed" per episode or 1.5 billion per week. Not bad for a syndicated show that doesn't run in prime time. And that's only a U.S. figure.

Jack Wakshlag from Media Strategy, Research & Analytics replied, November 18, 2021 at 8:22 p.m.

She runs more than one episode per day, but it's a good start. So she does 1.5 billion for one half hour in one week. So that would seem to say 3 billion for Netflix's best of all time is less than two episodes of Judge Judy. Hmmm