Amazon Is Poised to Beat TV Networks at Measurement Game With Nielsen Partnership
30.08.2023 - 17:47
/ variety.com
Brian Steinberg Senior TV Editor Here’s an act of counting that isn’t going to be as easy as 1-2-3. Representatives of 80 different parties will at some point on Wednesday hear the latest about technology that will help tabulate the number of people who watch a streaming presentation of “Thursday Night Football.” Such a task is typically left to Nielsen.
But Amazon Prime Video, which streams the NFL showcase each week during the season, wants to add its own audience measures into the mix. And the Media Rating Council, an independent body backed by the media and advertising industries that examines companies that provide audience-measurement service, is considering the ramifications of doing so.
In the past, such a prospect might seem abhorrent (It might seem so to some parties in the present as well). Why, after all, would Nielsen, an independent arbiter of video viewership, incorporate data from a company that stands to generate more revenue from advertisers if the size of its audience is judged to be larger? Amazon and Nielsen have been discussing such an alliance since earlier this year, after the two sides clashed over two different accountings of streams of last season’s “Thursday Night Football.” Nielsen’s tabulation, long based primarily on the reactions it gleans from viewer panels, discovered an audience that was 18% smaller than the one Amazon found using its understanding of how many devices were streaming its Thursday night feed.
The two have worked together to reconcile their work. The MRC has already examined Amazon’s efforts separately, says George Ivie, the MRC’s CEO, and will probe an audit of Nielsen’s use of the streamer’s results.
“I don’t work for Nielsen,” he says. “We are fiercely independent.”
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