Nielsen is introducing what it says is its first marketing campaign in five years to start a conversation about the need for better media measurement. TV networks hardly need the encouragement -- many executives already regularly complain about Nielsen's failure to track viewers on internet-connected devices or outside the home -- but Nielsen's "Total It Up" video tries to put everyone on the same side:
Let's count the binge-watchers; the cord-cutters; the on-the-go multi-taskers .... Let's evolve the ratings to include every view on every screen.
Nielsen has made strides in catching up with the way viewers consume content, adding certain capabilities to measure mobile devices and streaming video services, but there are plenty of caveats that keep real totals elusive.
So Nielsen is reminding the ad industry that everyone has a share of the responsibility. "We are dependent on the industry to achieve total audience measurement," a Nielsen spokesman said. "We can't do this alone and we are hoping this will open up a dialog."
The campaign, which was created with its agency KBS+, will run in a variety of trade and business publications and online.