Nielsen moves to kill mobile TV ratings story, OzTam helps finish it off

By Brendan Coyne | 6 May 2014
 

Nielsen has moved to clarify its position following reports that it will launch Mobile TV Ratings in Australia later this year.

In the US, Nielsen will have the functionality to measure online and mobile TV viewing numbers from July, with the data rolled into its TV ratings product from October.

The Australian yesterday reported that Nielsen would launch the product in Australia soon after its US launch, following an interview with Steve Hasker, Nielsen's president of global products.

However, Nielsen has insisted that no date has been set for the launch, and pointed out that while it provides the numbers in the US, OzTam is responsible for TV ratings in Australia.

In a statement a Nielsen spokesperson said:

"Yesterday it was reported that Nielsen is launching Mobile TV Ratings in Australia later this year – this is incorrect. The launch date is for the U.S. and no launch date has been confirmed for the Australia market.

"In the Australia market, we have begun the process of better understanding our client’s and the industry’s needs for a mobile TV ratings solution.

"It should also be noted that Nielsen is not the source of TV ratings currency in Australia and any information on timing and approach for TV ratings should be directed to OzTam and Regional Tam."

OzTam CEO Doug Peiffer said that it was unlikely that Nielsen would launch the product in Australia.

 “We're working on our own solution to measure TV on the second screen. We're talking to Nielsen as part of that process but it is unlikely [Nielsen could launch a standalone product in Australia] because that requires broadcaster co-operation.”

OzTam is jointly owned by Seven, Nine and Ten.

Network owners have expressed frustration that a combined broadcast and second screen currency is not already available, but Peiffer reiterated that OzTam needs to make the data credible and that it was on track to deliver a solution by early 2015.

He said OzTam's approach is not dissimilar to what Nielsen was doing in the US.

"We're gathering data from the networks on the server-side, extracting that data and working out what it means and how to get it back into the ratings."

One issue was that server-side data, i.e. data on catch-up TV and streaming, "doesn't necessarily give demographic data" therefore making it more complex to work into the OzTam panel-based broadcast TV data.

Another factor was working in regional data, from people watching non-linear TV outside the five metropolitan areas.

"They could be watching [catch-up TV] in Wagga Wagga... so we have to look at where it is coming from and piece it back together."

Separately, Nielsen is working on mobile measurement in Australia with the IAB.

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