Tubi, Nielsen Expand Measurement Pact as TV Upfront Looms
Brian Steinberg Senior TV EditorThe Fox-owned streaming outlet Tubi plans to expand its relationship with Nielsen to help advertisers measure viewing of Tubi programming across a wider array of venues, a critical demand that has increased from Madison Avenue as more viewing takes place via mobile and broadband.Tubi plans to utilize Nielsn’s Digital Ad Ratings to expand coverage of streaming devices, including computer, mobile and connected TV. The company said the expanded pact represents ” a step towards increased industry coverage” provided by Nielsen One, a new product being developed by the measurement giant that will track viewership acorss linear and digital screens and is expected to be made more widely available to the market by the end of 2022.