| After Nielsen's accreditation status came under question last year, a number of media companies became dissatisfied with how video content performance was being measured. NBCUniversal quickly established a competing measurement solution that can be used across linear TV and digital video.
By joining forces with seasoned measurement firms—such as tvScientific—NBCU's solution can help marketers segment and target consumer audiences at scale, while accessing real-time performance metrics. For advertisers, these partnerships give credibility to data amid ongoing privacy concerns.
Although some of NBCU's services have lagged behind competitors', the network has finally found its footing by enticing viewers with original hits, such as "Bel-Air," a reboot of the popular '90s sitcom "The Fresh Prince of Bel-Air."
Looking ahead, "NBCU's progress in linear TV ad solutions, hardware, and its streaming turnaround could be a sign that the industry is beginning to find new standards," said Daniel Konstantinovic, analyst at Insider Intelligence. | |
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