Nielsen And Kantar Pave The Way For Set-top Box Data Adoption By Marketers

David Cooperstein

Our Researcher Mike Glantz has been tracking the changes in TV media buying for us. Here are some thoughts from him on a new announcement from Nielsen and Kantar:

Although TV controls the lion’s share of the budget for most marketers, it has rarely been the most innovative or accountable medium. However, as TV becomes more fragmented and has to compete with digital, mobile, and over-the-top (OTT) video for viewers’ attention, marketers will need more granular data sets that allow them to track viewers across multiple platforms. In our Q4 2010 report “TV’s Currency Conversion” we made the call that set-top-box (STB) data will emerge as a parallel data currency with Nielsen for TV marketers. STB data allows marketers to accurately measure audiences across the tiniest cable networks, measure second-by-second commercial data, and compare audiences across TV and digital. We argued that STB data adoption would start with local marketers, since local marketers:

·         Are dissatisfied with Nielsen’s antiquated local methodology that does not provide granular insights (Sunflower Nixes Nielsen, Happy With Rentrak).

·         Do not need to wait for national standardization for STB data to make in-market decisions.

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