Nielsen makes a smart move, leaping towards unprecedented accuracy and simplicity in analytics.

Published: June 21, 2023

min read

In the media ecosystem, particularly for advertising on TV, it is critical for all parties involved to understand the users’ viewing behaviour. It is paramount because viewership insights are the key factor that Agencies and advertisers use to decide when and where to place their promotions.

We have long past the era when people had one television to watch for the entire family. And that too with only a handful of stations for them to select.

In this digital era, where the reach of smart TV is phenomenal, people have a myriad of options to choose from. They can watch their favourite shows whenever and wherever they want.

And this puts advertisers and businesses in a position to rely more on data and market measurement platforms so as to get accurate data for making further decisions.

And, recently in this landscape, a big team-up took place at Cannes 2023.

The renowned measurement company Nielsen has announced a collaboration with a competitor, EDO.

As part of the agreement, audience measurement data from Nielsen One will be accessible to mutual clients as input for EDO's predictive outcomes solution, and EDO's search outcomes measurement data will be available for Nielsen Media Impact planning software.

The initial stage of the integration will bring together Nielsen's national TV measurement with EDO’s convergent TV data, which includes cross-category watching ad airings as well as every national TV ad broadcast since 2015.

The combined datasets will be available in 2023 for linear planning and measurement, whereas for both linear and CTV measurements, advertisers must wait until 2024.

According to the companies, the combined data sets will enable US media buyers and sellers to structure and optimise convergent TV campaigns in a single, simplified ad measurement view, resulting in more precise analytics.

How big is the news for CDAOs?

It is absolutely exciting news to catch up with for brands and advertisers.

We believe Nielsen has made a much more appreciable move by collaborating with EDO instead of acquiring it. Even though it is long-known for its TV ratings in the US, the company faced downtime at the beginning of the year.

Long story short, the discrepancies between Nielsen data and other measurement service providers were closely examined, and it eventually picked up some of its authority after the Media Rating Council restored the company's national TV ratings following a 19-month suspension. As an impact, Nielsen has received lots of dissatisfaction from advertisers, which has resulted in an increase in intense competition in this landscape.

Now, this smart move can hopefully give this measurement giant an uplift as this combined dataset looks to provide various benefits for the advertisers using both of these platforms.

  • The collaboration between Nielsen’s audience measurement data and EDO's predictive outcomes solution will enable advertisers to easily spot the most relevant audience segments for their products or services. This targeting precision will help them ensure that they reach the right people at the right time. This way, the collaboration makes it easier for brands to make meaningful decisions regarding their advertising campaigns and can contribute to improving their advertising ROI.
  • The collaboration paves the way for advertisers to gain a broader understanding of TV viewership patterns and audience behaviour. This refined information, in turn, can provide valuable insights into viewership trends, audience preferences, and habits of consumption. As a result, brands can develop more precise and efficient targeting strategies as per trends and maximize the effectiveness of their campaigns.
  • With multiple options at their fingertips, users TV viewing habits are constantly evolving. People easily jump from one device to another as per convenience to watch their preferred shows; co-viewing and out-of-home viewership have become more common, increasing the complexity of evaluating the effectiveness of the campaigns for advertisers. Now, with the pooling of data and expertise from both of these measurement companies, we believe advertisers can get comprehensive data insights so as to effectively measure and optimize their campaign performance. This, in turn, will help them tweak their tactics dynamically to boost the impact of their TV advertising efforts.

In simple words, we see the partnership between Nielsen and EDO as a remarkable move and a successful strategy, as it can offer huge benefits and flexibilities for brands using these platforms. Going forward, we may expect more of this kind of collaboration in the measurement landscape.


Sarah Johnson

Sarah is an analytical marketing expert with a passion for data-driven insights. She has a keen eye for detail and a talent for turning complex information into actionable strategies. In her free time, she enjoys yoga, travel, and trying out new recipes in the kitchen.


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