Tubi, Nielsen Expand Measurement Pact as TV Upfront Looms

variety.com:

Brian Steinberg Senior TV EditorThe Fox-owned streaming outlet Tubi plans to expand its relationship with Nielsen to help advertisers measure viewing of Tubi programming across a wider array of venues, a critical demand that has increased from Madison Avenue as more viewing takes place via mobile and broadband.Tubi plans to utilize Nielsn’s Digital Ad Ratings to expand coverage of streaming devices, including computer, mobile and connected TV.

The company said the expanded pact represents ” a step towards increased industry coverage” provided by Nielsen One, a new product being developed by the measurement giant that will track viewership acorss linear and digital screens and is expected to be made more widely available to the market by the end of 2022. “As a movie and television streaming service with 80% of our viewers watching on TV screens, we’re excited about the proposed integration of Nielsen Digital Ad Ratings measurement across our device partners,” said Mark Rotblat, chief revenue officer at Tubi, in a statement. “This upcoming device coverage replaces slim proxies with comprehensive and stable currency-grade measurement, allowing our advertisers to transact on audiences in a way that is apples-to-apples with traditional TV.”Fox’s expanded pact with Nielsen is revealed just weeks before the industry’s annual “upfront” market, when U.S.

TV companies try to sell the bulk of their commercial inventory ahead of the next programming cycle. Several big media companies, including NBCUniversal, Warner Bros.