Turner signs up for Nielsen SVOD content ratings service

Wednesday, December 6th, 2017 
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Turner Builds Out Video Measurement Scope with Nielsen SVOD Content Ratings

  • New SVOD Content Ratings Service Provides Turner Deeper Insights and Broader Perspective into the True Lifecycle of Content

NEW YORK, NY — Today, Nielsen announced that Turner is the latest media company to access its subscription video on-demand (SVOD) content ratings service. Nielsen SVOD Content Ratings offers subscribing clients the opportunity to see the audience of SVOD programs, providing a more complete picture of overall viewership. The agreement includes all of Turner’s media brands, including Adult Swim, Boomerang, Cartoon Network, CNN, HLN, TBS, TNT, truTV, as well as Turner Sports’ coverage. SVOD Content Ratings is another component of Nielsen Total Audience measurement framework as it shines a light into the consumption of subscription-based streaming content.

“Viewing to programs on SVOD services is a huge blind spot for the industry and critical to help better understand the total audience picture,” said Howard Shimmel, Chief Research Officer at Turner. “We have an obligation to not only our own brands, but our media partners in providing them a real time look into how audiences are consuming content, where and when. This service will help shine a light into the competitive landscape of SVOD content as well as better inform our programming and distribution decisions.”

With Nielsen SVOD Content Ratings, Turner will have access to syndicated SVOD data from some of today’s most popular subscription-based streaming content. This insight will allow Turner and its networks to compare how their content as well as that of other television networks performs against programs viewed through SVOD services. In addition, the service uses Nielsen’s national TV Panel to provide demographic and household characteristic data to understand who viewed these programs.

“For a long time our clients lacked the ability to compare—apples to apples—how streamed content performed against programming that aired on linear television and on-demand,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “With our new Nielsen SVOD Content Ratings service, we are taking out the guess work and empowering clients, such as Turner, to have a true perspective of their content’s audience whether it’s viewed live, time-shifted, on-demand or via an SVOD service. This deeper understanding will also enable our clients to have more strategic and informed conversations when it comes to valuing their content as well as understanding how audiences flow between linear and SVOD platforms on an ongoing basis.”

Subscribers of Nielsen SVOD Content Ratings receive measurement of programs at the season and episode level in a manner comparable to linear television data—including ratings, reach, frequency and segmentation reporting. The breadth and depth of these insights serves to inform clients and the industry of precisely where this content fits in the larger media ecosystem.

Links: Nielsen; Turner