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
Andrew McKean
By Andrew McKean



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.




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