Publicis to test new real-time audience measurement at Super Bowl

Chris Pash
By Chris Pash | 14 January 2022
Credit: Jennifer Burk via Unsplash

Publicis Media will be the first to test a new real-time audience measurement platform,, during NBCUniversal’s Super Bowl broadcast and the 2022 Olympic Winter Games.

The test across NBCUniversal’s One Platform will use the new tools to support multiple brands. provides second-by-second measurement for ads and verified impressions for programming and advertising.

NBCUniversal announced a multi-year deal with that will make the real-time measurement company one of its preferred partners for quantifying and unifying cross-screen media consumption, reach and impressions

Kelly Abcarian, EVP, Measurement & Impact, NBCUniversal Advertising and Partnerships: “This is not a shift away from one panel-based system to another, but a definitive step toward embracing the metrics brands already use to evaluate media companies.

“We have an obligation to deliver consumers a great experience, and an obligation to our customers and shareholders to utilise measurement systems that adequately capture the reach, attention, and outcomes we deliver.

“Our learnings from this partnership will help transform our measurement solutions as we head into the next Upfront season and bring advertisers more data that accurately reflects our audiences, their consumption habits and campaign impact.”

Measurement will be provided at the household level as well as at the person level for age/gender demos and/or for customised audience segments.
Select NBCU advertisers will have access to impact measurement including granular attention and interruption rates, business-outcome reporting and creative performance that includes pre-testing and brand-lift analysis.

John Muszynski, Chairman, Publicis Media Exchange (PMX) US: “Measurement must reflect the all screen, one video world consumers have created.

“Through this test-and-learn across NBCUniversal’s One Platform, PMX will be able to provide its portfolio of brands a more accurate, holistic approach to measurement that prioritises performance and impact.

“The results of this partnership will serve as the blueprint for the marketplace to transact using improved measurement during the 2022-2023 Upfront Cycle.”

Sean Muller, founder and CEO of “NBCU is leaning into giving advertisers what they want: fast, accurate and granular cross-platform measurement that proves the value of investments.

“We applaud the work NBCU kicked off last year to accelerate the TV industry toward a more audience-centric, cross-screen and outcome-oriented framework that helps brands invest with confidence.” uses big data, combined with its proprietary ad catalog and airings data, to measure and verify ad delivery in real-time. 

The platform leverages smart TVs and set-top boxes, combined with its ad catalog and airings, to generate highly precise cross-screen audience measurement that includes completion and interruption rates for ads. 

The platform measures national linear, local linear, streaming and addressable advertising in a syndicated and automated fashion. 


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