TelevisaUnivision has become the third TV/media company to agree to a multi-year deal with Nielsen’s forthcoming, all-encompassing cross-platform measurement service Nielsen One.
Nielsen One is set to launch in December. Previously, Walt Disney and media agency Magna were signed on to the Nielsen One Alpha launch.
The TelevisaUnivision agreement starts January 2023, and includes Nielsen Marketing Cloud and Gracenote’s Advanced Discovery suite. The deal offers measurement and advanced planning across TelevisaUnivision’s national, digital, local and audio affiliates as well as its streaming service, ViX.
Nielsen One will use “Big Data” and a person-level panel to capture and report audiences. The cross-platform intent is to understand all viewer behaviors and optimize campaigns for advertisers to give them specific business outcomes.
Gracenote Advanced Discovery reveals audience-specific results as it relates to program content discovery -- offering viewer engagement for the TelevisaUnivision platform's shows and programs.
David Kenny, chief executive officer of Nielsen, said in a release that TelevisaUnivision is an “early adopter” of Nielsen One.
TV network research executives have long called for a new measurement system that would offer a single source of revealing cross-media platform measurements, including audience, engagement, and business outcomes.