Nielsen To Measure Connected TV Campaigns On YouTube & YouTube TV For The First Time

Nielsen announced that YouTube’s streaming TV inventory will be measured in Digital Ad Ratings and Total Ad Ratings to help media buyers and sellers better understand and verify audiences on both the YouTube and YouTube TV apps on connected TVs (CTV). This announcement expands Nielsen’s ability to measure YouTube beyond computer and mobile and builds on Nielsen’s expanding Advanced TV product suite that also includes addressable TV measurement. The first phase of measurement will be enabled in the first half of 2021, beginning with YouTube TV and extending to the YouTube app on connected TVs in the U.S. shortly thereafter, ahead of the 2021-2022 Upfronts.”As streaming through connected devices surges, measuring the audience is critical as the industry demands a currency grade solution that provides marketers and publishers holistic, cross-platform metrics about advanced TV campaigns,” said Scott Brown, GM of Audience Measurement at Nielsen.