Disney Strikes Deal With Publicis Media to Test Nielsen Overhaul
variety.comBrian Steinberg Senior TV EditorDon’t count Nielsen out of TV’s measurement wars just yet.Many TV companies are reaching out for new yardsticks to measure audiences rushing to watch TV in digital fashion.
Disney is, too — but it’s not abandoning one of the industry’s oldest measurement purveyors as it does so.Disney said Tuesday that it had entered into an agreement with Publicis Media to test work on Nielsen’s new NielsenOne system, a measurement product that aims to count unduplicated video audiences across linear and digital screens and that Nielsen expects to introduce formally later this year.
Disney already agreed in December to help test the technology, but it plans to work with Publicis to “to develop requirements that enable more precise measurement capabilities” that may “inform how the platform can expand and have a bigger presence in live events, particularly in sports.” “In our industry, there is no singular approach to accurate measurement,” said John Muszynski, who oversees media investment for U.S.
clients of Publicis Media Exchange, in a statement. “We have a responsibility to our clients to help them navigate this uncertainty, so testing and learning with Nielsen, Disney and other players remains critical to uncovering the next industry currency.”The agreement shows that Nielsen aims to have a heavy presence in the world of media, even as many of the companies in the sector are rushing to strike alliances with its rivals.
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