Netflix has expanded its measurement deal with Nielsen, which now
includes national TV program and streaming platform data in the United States.
Under the terms of the deal, Netflix will now subscribe to Nielsen’s national TV service, receiving program
specific level data, as well as streaming TV data, where it will get broader platform level insights.
In Mexico and Poland, Netflix will subscribe to cross-platform audience insights --- data
coming from streaming panels in each market.
In October, Netflix announced a partnership for Nielsen’s Digital Ad Ratings service -- for Netflix’s ad-supported option that started
up in November. The service measures connected TV, computer and mobile in the U.S. Among other data, it can give advertisers a perspective on potential added reach.
The $6.99-a-month
ad-supported package had a bit of a rough start with advertisers -- underdelivering on promised viewing.
Netflix had to give back cash to some of its initial advertisers due to an inability to
find enough advertising inventory for the high-demand fourth-quarter period, according to media executives.
Reports suggest Netflix was placing a high value for its inventory -- at around $65
cost per thousand viewers (CPMs).