New Zealand’s media industry hits a new milestone this October with the introduction of a new system by ThinkTV and Nielsen, which is set to measure television audiences across multiple platforms, screens and devices.
Launching October, 500 streaming meters will be rolled out across the existing Nielsen Television Audience Measurement (TAM) panel over a period of 12 to 18 months.
For the first time, the measurement will show how many people and how much time is being spent on Broadcaster Video on Demand sites and measure viewing of other video platforms such as YouTube and Netflix.
Jonathan Symons, marketing director at TVNZ said they’re thrilled to be part of this new era of system measurement.
“We’re thrilled to be part of the NZ TV industry that’s bringing streaming meters into the Nielsen panel. We’re seeing significant growth in all things streaming from simulcasting to catch up content to exclusive to OnDemand viewing – and streaming meters are a big step to us further understanding the dynamics of overall broadcast TV and online viewing. Bring it on.”
Tony Boyte, Nielsen’s executive director concurs the excitement, saying this is a major milestone for the sector.
“The introduction of a streaming meter measurement to the Nielsen TAM Panel is a major milestone for the New Zealand Media Industry. This technology provides transparency in the measurement of video streaming for broadcasters allowing them to more effectively monetise their content in the future. We’re excited to partner with NZ broadcasters in being one of the first countries around the world to be introducing this new measurement technology.”
Glen Kyne, commercial director for MediaWorks comments that although they have seen audiences flourish this year, they know numbers are not restricted to the screen.
“For too long, the traditional linear only audience measurement has not reflected the reality of how our audiences engage with us. It’s now time for the industry to unlock the scale of the audiences we serve, no matter how they consume our content, and add value back to the industry by bringing insight and intelligence to our total viewing audience. This is the first step and we are excited to shortly bring you these additional insights to show that television is the most effective platform in driving ROI for our advertisers.”