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NBC.com plans to become the first television network to report on program-specific streaming data for shows online; until now, info on numbers of streams has been available only for NBC.com as a whole.
With Nielsen Online’s VideoCensus measurements of NBC shows online, advertisers will get a measurement that is very close to NBC.com’s internal metrics, says Peter Naylor, senior vp of digital media sales at NBCU (via MarketWatch). While other networks will likely offer similar metrics soon, NBC.com has an advantage for now. The first batch of data will be released in July, according to Adweek.
NBC’s goal, like all networks, is to eventually be able to provide advertisers with a metric that would encompass all viewing, including live television, time-shifted viewing via DVRs, rebroadcasts of NBC shows on cable channels, video-on-demand, and online streaming. The challenge in creating such a metric is that it’s difficult to measure viewers that cross over between various media. “We can measure total exposures, but that would include duplication,” Naylor explains.
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