Commentary

Roku/Nielsen: CTV Battleground Moves To Linear TV

  • by , Featured Contributor, March 11, 2021

While streaming-video viewing is hot, the vast majority of TV viewing probably won’t shift to streaming for another seven to 10 years since a full one-third of the U.S. still lacks fixed broadband at home, according to Pew Research. After last week's news that video streamer Roku is buying Nielsen’s …

4 comments about "Roku/Nielsen: CTV Battleground Moves To Linear TV".
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  1. Brad Bullock from Effectv, March 11, 2021 at 4:16 p.m.

    Good question. I've always preferred the simplicity of linear TV over multi device connected TV.

  2. Tracey Scheppach from Matter More Media, March 11, 2021 at 7:55 p.m.

    I am forever hopeful but there is a fairly large mind shift needed to take CTV success to linear and package deals to capture more traditional TV dollars. I hope we see more transparent premium addressable inventory added to the market that is not self graded. 

    I would also add this deal is a big win for Nielsen One strategy. Content and ads on all Roku devices not just CTV currency. Expanding their coverage significantly.

  3. Dave Morgan from Simulmedia replied, March 12, 2021 at 8:16 a.m.

    Good piont Brad. Hopefully, this will drive us toward a future that marries the precision and automation of CTV with linear TV'ssimple, big reach.

  4. Dave Morgan from Simulmedia replied, March 12, 2021 at 8:19 a.m.

    I totally agree Tracey. This is a bbig boon for Nielsen One and means that no one else is likely to catch them in the viodeo ad measurement game in the US anytime soon. It also means that Nielsen One is certain to fully capture - and represent well - audiences and ads sold by Roku. If I were Disney, Amazon, YouTube and others, I'd now make sure that I'm sharing comparable data with Nielsen too.

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