Commentary
MRC Accredits Nielsen Use Of 1st-Party Data In National TV Ratings
- by Joe Mandese @mp_joemandese, November 1, 2024
More than a year after Nielsen informed the Media Rating Council (MRC) of plans to begin integrating
"first-party data" from some of its streaming-service clients into its national TV audience measurement services, its process has been accredited by the MRC.
"We're thrilled and humbled to earn first-party approval from the MRC," Nielsen CEO Karthik Rao said in a statement announcing the milestone late Thursday.
Specifically, Nielsen said the MRC has approved the integration of first-party live streaming data into Nielsen’s accredited National TV service and renewed accreditation for Nielsen’s national panel measurement, calling it a "vote of confidence in Nielsen’s first-party data integration."
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To date, Nielsen has made it known that it has been utilizing the technique with client Amazon Prime as part of its national TV audience estimates for its coverage of NFL "Thursday Night Football," but the accreditation is likely to open the floodgates for the inclusion of first-party data from other big, ad-supported streamers.
Nielsen currently is in talks with multiple other clients about other first-party data integrations, according to sources familiar with the status.
What does this mean in practical terms for media planners and buyers? Probably, more stable and representative audience figures, but like most Nielsen currency data these days, it will be a composite of many different inputs, factors, weights and edit rules.
Bottom line: It's an MRC-accredited currency now.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
Joe, I think that this is a positive move --but Nielsen must show us how the actual device usage information it gets from TV time sellers like Amazon differs from its panel's estimates for the same shows as only in that way will those who do not supply first party data be satisfied that they are being treated fairly. Also, such comparative information may allow buyers and sellers to adjust their Nielsen findings to bring them in line with the first party versus Nielsen panel rating differentials---if these exist on a consistent basis.
I also hope that the first party device usage data will be independently verified.
As for "audience" data, all we can expect from first party information is device usage stats ---not wherther anyone was watching and what kind of viewer that might be. That will come from a very small people meter panel so even if the first party data is more accurate this may not apply to the resulting commercial viewing projections by sex, age, etc. as these viewer-per-set factors will employ small samples and assume that viewing took place when in many cases it didn't if attentiveness was considered.
Good indeed.
On December 29 OzTAM in Australia will be releasing VOZ. Have a look at https://virtualoz.com.au/
It has taken several years (and some issues and withdrawals) but it is a step forward.