Strategy Enhances TV Network’s Industry-Leading Convergence Sales Initiative
NEW YORK – Beginning with the 2012 fall TV season, The CW Network, the only broadcast network geared toward the coveted 18-34 year-old audience, will make Nielsen Online Campaign RatingsTM a major part of its digital advertising strategy. The network and Nielsen, a global information and measurement company, announced an agreement for the use of Nielsen Online Campaign Ratings demographic impressions, reach, frequency and gross rating point (GRP) measurement for all of The CW’s Internet ad campaigns.
The CW is the first TV network to sign on with Nielsen Online Campaign Ratings for complete measurement of its online ad inventory, tagging every online video ad and using the solution to offer advertisers demographic guarantees for every online campaign during the 2012-2013 season.
“We’re thrilled that Nielsen has taken this important step forward in digital measurement, providing us with next day demographic impressions for our clients’ online campaigns that will further enhance our groundbreaking convergence sales strategy,” said Rob Tuck, Executive Vice President, Sales, The CW. “With our young, tech-savvy audience, comprehensive measurement across all platforms is crucial. The CW has always been an industry leader in digital, and we’re excited to work with Nielsen to deliver the most complete insights and results to our advertisers.”
“Advertisers have long sought metrics that provide concrete understanding of who they’re reaching online and on TV and the ability to compare the two. Media companies like The CW are taking action to demonstrate their value across screens,” said Steve Hasker, President, Media Products and Advertiser Solutions, Nielsen. “We are extremely excited to have The CW on board with Nielsen Online Campaign Ratings.”
Nielsen Online Campaign Ratings launched in August 2011, and shortly thereafter became the first Internet measurement system that provides demographic ratings for online advertising campaigns of any size with certain metrics comparable to those used for TV advertising to be accredited by the Media Rating Council (MRC).
The CW Network has been a major innovator in the digital space; the network announced earlier this year that they will make their TV content available online faster than many competitors. Recent findings show that many younger viewers, The CW’s key audience, are turning online for an increasing share of their video consumption.
ABOUT NIELSEN CAMPAIGN RATINGS
Nielsen Campaign Ratings delivers clients comprehensive, comparable metrics for TV and online advertising campaigns. Part of the Nielsen Campaign Ratings product suite, Nielsen Online Campaign Ratings combines Nielsen’s Cross-Platform Homes panel data with aggregated, anonymous, privacy-protected demographic information from participating online data providers. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to both advertisers and publishers. Nielsen Cross-Platform Campaign Ratings, also part of the suite, draws upon Nielsen Online Campaign Ratings as well as Nielsen’s proprietary TV data to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.