Tubi And Nielsen To Expand Scope Of Streaming Ratings For Fox-Owned Outlet

deadline.com:

Fox Corp.’s free, ad-supported streaming service Tubi is working on an expansion of its current arrangement with Nielsen that will enlarge the scope of where its viewership is measured.By using Nielsen’s Digital Ad Ratings offering, Tubi will be able to get a gauge of streaming across devices like computers, mobile and certain connected TV devices.

The goal is to give advertisers a more comprehensive view of advertising on Tubi, which Fox acquired in 2020 for $440 million.

Since the acquisition, Tubi has increasingly contributed to the company’s overall ad business, getting prominent mentions by Fox CEO Lachlan Murdoch on earnings calls and other public appearances.News of the expanded pact comes a little more than two weeks before the Fox upfront presentation. (The company will also tout Tubi next week at the NewFronts.) A number of prominent Fox shows like unscripted mainstay The Masked Singer stream on Tubi after their linear premieres, which gives the company more incentive to demonstrate the largest possible audience as they pitch advertisers.In the fourth quarter of 2021, Fox reported ad revenue of $2.4 billion across its broadcast and cable networks and local stations as well as Tubi and other streaming services.

Tubi generated 3.6 billion hours of streaming in 2021, the company said.Tubi and Nielsen described the expansion in an announcement as “a step towards increased industry coverage provided via Nielsen One,” the measurement firm’s latest effort to harmonize linear and streaming ratings.