DISNEY PARTNERS WITH NIELSEN IN NEW AUDIENCE-MEASURING APPROACH

The Nielsen Company is a leading American global information and measurement company which provides market research, insights and data about what people watch and where they watch it. As stated in a recent The Verge article, “But as TV audiences have shifted their consumption online, through apps and the web, Nielsen's audience-measuring methods have had to adjust. Other companies have tried to provide alternate metrics, but Nielsen is who the industry has relied on as its standard.” Likewise, with the Disney Company being a leader in the American entertainment industry, and having many subsidiaries in the television sector, including ABC, ESPN, and ABC Family, they have teamed up with Nielsen in its efforts to use data to sell a TV program to advertisers across all networks. According to a Nielsen spokesperson, all three Disney networks are already using Nielsen’s Online Campaign Ratings to sell ad inventory. “It’s ‘ABC Unified’ campaign sells programs to advertisers across all platforms from TVs to computers, tablets, and smart phones.”

This partnership between Disney and Nielsen in this new, innovative data collection and advertising technique provides a new approach to measuring audience preferences and television successfulness. By embracing the multi-device future completely and utilizing the expertise and experience of Nielsen, it looks as if the Disney Corporation may be one of the first to fully understand the future of television and what it takes to reach audiences across all levels, medias, and preferences.

Sources
http://www.theverge.com/2013/3/5/4066982/abc-unified-disney-nielsen-tv-anywhere-advertising-platform