Nielsen incorporates streaming date into Media Impact product

Embattled ad measurement firm Nielsen has announced expanded coverage for streaming data.

The firm said that it will expand coverage offered by its Nielsen Media Impact (NMI) solution to include streaming data from connected television sets (CTV). 

Nielsen said that the enhancement to NMI would allow advertisers, agencies, and media owners to better understand the full cross-platform audience reach of TV, digital, radio, print, out-of-home, and streaming channels in their media planning scenarios. 

Jay Nielsen, SVP, Planning Products at Nielsen, said: “Nielsen is committed to helping the industry make data-informed decisions about their media plans that maximise efficiency and drive results. With streaming data from the TV glass now available directly in our media planning tool, clients can more easily reach advanced audiences and navigate the fast changing landscape with the confidence that they’re spending every dollar as effectively as possible.”

Nielsen will hope that this latest update will curb the trend of major broadcasters moving away from its measurement tech. A number of major media players, including NBCUniversal, have transitioned to other measurement platforms due to Nielsen’s perceived inability to adjust to the streaming landscape.