ABC to Test Expanding Nielsen Ratings to Mobile
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ABC will begin measuring advertising in videos viewed with mobile and tablet apps during a trial run with Nielsen, the network said at its upfront presentation to ad buyers Tuesday afternoon.
It will be the first test expanding Nielsen’s Online Campaign Ratings to mobile, allowing ABC to measure audience demographics and understand the reach and frequency of online campaigns within apps, according to executives. Nielsen’s online ratings currently include video viewed on computer and tablet browsers.
The move comes as ABC introduces a Watch ABC app that will allow cable and satellite TV subscribers to stream ABC’s live signal to mobile devices, in addition to the sort of on-demand video that has been the mainstay of network TV Everywhere apps until now.
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