ESPN、Facebook、GroupM、Hulu 和联合利华成为尼尔森跨平台广告评级的首批用户
纽约州纽约市--2012年10月1日--全球消费者收视和购买信息及洞察力提供商尼尔森今天宣布在跨平台广告测量方面迈出重要一步。利用媒体评级委员会认可的尼尔森在线广告收视率（Nielsen Online Campaign RatingsTM）和专有的全国电视面板*，尼尔森跨平台广告收视率（Nielsen Cross-Platform Campaign Ratings）提供了跨屏视频广告的真实覆盖率。该解决方案将于10月1日投入商用。
尼尔森跨平台广告投放收视率（Cross-Platform Campaign Ratings）已经与广告生态系统中的众多行业巨头进行了广泛的测试。ESPN、Facebook、群邑（GroupM）、Hulu和联合利华等十几家行业领先企业参与了这项服务的试用，该服务可为电视和互联网广告提供不重复的增量到达率、频次和GRP测量。
“Sports fans are on the cutting edge of changing consumer media behavior,” said Glenn Enoch, Vice President of Integrated Media Research for ESPN. “ESPN’s participation in the Nielsen Cross-Platform Campaign Ratings trial reflects our constant exploration for new ways to measure cross-platform usage.”
“Better understanding of the ads consumers see across all media is critical for marketers to build great campaigns – and for publishers to demonstrate the true value of their inventory,” said Brad Smallwood, Head of Measurement and Insights at Facebook. “Nielsen Cross-Platform Campaign Ratings is the first product that truly addresses this issue. Having a holistic, consumer-centric view of a campaign is a big step forward for the industry.”
“As consumers watch their favorite TV shows across Internet-connected devices, measurement in this area becomes critical to the long-term health of the entire industry,” said Jean-Paul Colaco, Senior Vice President, Advertising, Hulu. “We are supportive of Nielsen’s approach in advancing the reliability of cross platform measurement and look forward to continuing our collaboration with them.”
“Nielsen Cross-Platform Campaign Ratings helps us determine who is seeing our advertising on TV compared to our digital advertising. This is increasingly important as we discuss how to spend our money across these critical media platforms,” Jennifer Gardner, Unilever, Director of Media Investment and Partnerships.
除在线视频广告外，尼尔森的方法还能结合电视测量在线展示和富媒体广告。2012 年 3 月至 8 月间进行的行业试验表明，高质量的第三方解决方案能够提供直接可比的电视和数字指标，测量各自的独特受众、重叠受众和综合独特受众。
"尼尔森全球媒体产品和广告主解决方案总裁史蒂夫-哈斯克（Steve Hasker）表示："创建一种跨屏幕和平台触达、衡量和货币化库存的方法，将推动整个行业向高标准、无缝标准迈进，从而为整个行业的参与者提供新的机遇。"尼尔森跨平台广告投放评级是帮助广告主、代理商和出版商进一步了解其广告投放影响的激动人心的一步，无论这些广告投放在全球各地的平台和市场上进行。
随着越来越多的消费者开始过上跨平台的生活，尼尔森跨平台活动评级也随之推出。根据尼尔森最新的跨平台报告，美国人除了每周看34个多小时的电视外，平均每周还花近5个小时在电脑上上网。现在有一半以上的美国人在线观看视频，在线观看视频的平均每周消费时间增加到大约 35 小时。
关于尼尔森竞选收视率
尼尔森广告收视率（Nielsen Campaign Ratings）为客户提供全面、可比较的电视和在线广告活动指标。作为尼尔森广告收视率产品套件的一部分，尼尔森在线广告收视率将尼尔森的跨平台家庭面板数据与参与在线数据提供商提供的汇总、匿名、隐私保护的人口统计信息相结合。广告活动报告可在广告活动启动后的第二天提供，为代理商、广告商和出版商提供重要的飞行中交付信息。尼尔森跨平台广告收视率（Nielsen Cross-Platform Campaign Ratings）也是该套件的一部分，它利用尼尔森在线广告收视率（Nielsen Online Campaign Ratings）和尼尔森专有的电视数据，为电视和互联网广告提供不重复的增量到达率、频次和GRP测量。
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
*尼尔森在线广告收视率和尼尔森全国人流量调查小组均已获得媒体评级委员会（MRC）认证。尼尔森跨平台活动收视率目前正在接受 MRC 认证审查。
