NBCUniversal And Publicis Media To Trial Real-Time Audience Measurement At Super Bowl

NBCUniversal And Publicis Media To Trial Real-Time Audience Measurement At Super Bowl
SHARE
THIS



NBCUniversal and Publicis Media to test alternative currency across One Platform starting Q1 2022.

This upcoming trial will include a pilot for the 2022 Winter Olympics and Super Bowl LVI.

NBCUniversal has announced a multi-year deal with iSpot.tv that will make the real-time measurement company of its key partners. 

The iSpot.tv partnership will be critical for the quantification and unification of cross-screen media consumption, reach and impressions. 

With immediate effect, iSpot.tv will support NBCUniveral’s audience verification initiatives for both ads and program ratings. 

These currency tests will be underpinned by a gigantic pilot for the globally anticipated Olympic Games and Super Bowl events. 

For these events, Publicis Media will be the first media holding company to test this new measurement across NBCUniveral’s entire One Platform. 

Publicis will then utilize these tools to support multiple brands.

This new deal is a transformative step towards affording advertisers more timely and diverse insights into the ways real audiences consume content. 

Moreover, the adoption of new performance metrics has the potential to modernise the way video is valued. 

These significant strides towards advancing advertising tools and capabilities follow on from NBCU’s ushering in of new connected, data-driven video experiences that were previously reported on by B&T.

Kelly Abcarian, EVP, measurement and impact, NBCUniversal advertising and partnerships, said, “We have an obligation to deliver consumers a great experience and an obligation to our customers and shareholders to utilize 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 reflect our audiences, their consumption habits and campaign impact.” 

“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 reflect our audiences, their consumption habits and campaign impact.” 

Using iSpot.tv, brands who advertise with NBCU will gain access to real-time airing data for linear, streaming and time-shifted viewing.

These brands will also receive comprehensive reports on a next-day basis, including metrics like verified ad impressions, reach and frequency, linear and streaming overlap and incrementality. 

Furthermore, John Muszynski, chairman, Publicis Media Exchange (PMX) US, said, “The results of this partnership will serve as the blueprint for the marketplace to transact using improved measurement during the 2022-2023 Upfront Cycle.” 

Though beyond big data leveraging that brings precise and verified measurements to video and TV, advertisers will now be offered a suite of tools to help measure impact.

Please login with linkedin to comment

audience measurment iSpot.tv John Muszynski Kelly Abcarian NBCUniversal publicis Publicis Media Exchange super bowl advertising

Latest News

In-Person Event! Hear From Ex-Monkey Justin Drape, BMF’s Christina Aventi, Dr. Karl Kruszelnicki (And All For Nix!)
  • Marketing

In-Person Event! Hear From Ex-Monkey Justin Drape, BMF’s Christina Aventi, Dr. Karl Kruszelnicki (And All For Nix!)

B&T’s sister publication Travel Weekly will be hosting its annual Travel Daze conference in Sydney on June the 9th and better still you’re invited and, even more fantastically, tickets are free! Yep, zilch, zero, nix! The full-day event will be staged at Paddington’s Chauvel Cinema in inner-Sydney and boasts an incredible and eclectic speaker line-up […]

by B&T Magazine

B&T Magazine
VOLY Election Day Campaign, Developed By In-House Creative Team, Hits Aussies Right At The Feels
  • Campaigns

VOLY Election Day Campaign, Developed By In-House Creative Team, Hits Aussies Right At The Feels

On election day, instant grocery company VOLY, took to Sydney electorates to call out the wild and confusing things that make up our election process. The campaign featured a combination of walking billboards, social media and surprise ‘Democracy sausage’ deliveries to polling booths across Sydney. VOLY was able to cut through the noise and position […]

The headset on tablet for metaverse  or technology concept 3d rendering
  • Opinion
  • Technology

Is The Age Of The Metaverse Over Before It Officially Began?

Plummeting prices of cryptocurrencies, hacking and stealing of overpriced non-fungible tokens, an uncontrollable market that seems to operate on the moods of those who run it… All these are elements which are making marketers pull the breaks on their plans to invest within the world of digital real estate. But is all this coming to […]

Feeling Uncomfortable Is Your Biggest Opportunity For Growth
  • Opinion

Feeling Uncomfortable Is Your Biggest Opportunity For Growth

In this guest post, Stu Wragg (main photo), chief strategy officer at Herd MSL, says your best work so often happens when you’re well out of your comfort zone… There’s a lot to be said for feeling comfortable but when it comes to professional development, it’s uncomfortable experiences, not comfortable ones, that matter most. For […]

Opinion

by B&T Magazine

B&T Magazine
Ecommerce Content, Product & Serves Site Youtime.Com Launches In Australia
  • Technology

Ecommerce Content, Product & Serves Site Youtime.Com Launches In Australia

Introducing youtime.com – a considered curation of content, products and services all designed to help enhance your ‘you time’. Unlike anything else in the Australian market, youtime is set to lead the way in a new-age breed of digital destinations; where editorial leads eCommerce, retail becomes a service, shopping meets experience, and everything is grounded […]

SBS Launches New Free-To-Air Multilingual Channel Titled SBS WorldWatch
  • Media

SBS Launches New Free-To-Air Multilingual Channel Titled SBS WorldWatch

SBS has today launched SBS WorldWatch, an all-new free-to-air multilingual news channel. The dedicated 24-hour channel features news bulletins from leading international broadcasters in more than 35 languages and is home to SBS’s Arabic and Mandarin television news bulletins – SBS عربي News and SBS 中文 News. The launch of the channel builds on SBS’ […]

Xandr Makes A Series Of Additions To Its Senior Team
  • Marketing

Xandr Makes A Series Of Additions To Its Senior Team

Xandr today announced three key senior appointments to the team, the first under new ANZ managing director, Nicole Prior, as the company eyes expansion. Mark Serhan is appointed to the newly created role of commercial director, Philip Coetzee becomes associate director – product management, and Archana Ganesh becomes associate director – APAC product support lead. […]

World-First Australian Fashion Trademark To Accelerate Demand for Australian Fashion Industry
  • Campaigns

World-First Australian Fashion Trademark To Accelerate Demand for Australian Fashion Industry

The Australian Fashion Council (AFC) – the peak body for the Australian fashion and textile industry – has launched Australian Fashion Trademark. The Australian Fashion™ and ‘Fashion Evolution: From Farm to Industry’ launched at Afterpay Australian Fashion Week. Over the next 10 years, the industry has the potential to deliver an additional $10.8 billion in […]

Elon Musk Was Accused Of Sexual Misconduct And SpaceX Paid Heavily To Cover It Up
  • Media

Elon Musk Was Accused Of Sexual Misconduct And SpaceX Paid Heavily To Cover It Up

According to reports, the SpaceX and Tesla owner, Elon Musk, asked a flight attendant for an “erotic massage” then proceeded to touch her inappropriately without her permission. He then gave her over $350,000 to keep her from talking about it. The report, which originally came from the Insider, cites a close friend of the flight […]