Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals.
What creator exclusivity means for brands and Comscore secures MRC accreditation: Datacenter Weekly
Comscore scores Media Rating Council accreditation for ‘big data’ TV measurement
“Comscore has gotten Media Rating Council accreditation for total household and average audience measurement in national and local TV, making it the first measurement company to get the approval for using ‘big data’ measurement nationally on TV,” Ad Age’s Jack Neff reports. “Comscore also is now the only measurement company currently accredited by the MRC for local TV measurement.”
The details: “Comscore’s accreditation ... marks the first time a TV measurement provider has been accredited for all 210 measured local markets,” Neff notes. “This accreditation covers measurement at a household level combined with an estimate of the total number of people watching. It doesn’t include an overlay of age/gender demographic data to households, something that was part of the application and audit but remains under review as Comscore answers questions, MRC CEO George Ivie said.”
Essential context: “Industry heavyweight Nielsen’s local TV accreditation was suspended in 2021, and restoration of it remains under review, as does its application to incorporate big data from smart TVs and set-top boxes into its existing accredited measurement using a 41,000-plus household panel,” Neff notes. “Accreditation by the U.S. ad industry’s official evaluator of measurement providers is important for building credibility with buyers.”
Macroeconomic news and data in a nutshell
• “Jobless claims dip to 210,000. Layoffs show no sign of rising,” per MarketWatch
• “February home sales spike 9.5%, the largest monthly gain in a year, as supply improves,” CNBC reports
• “Fed holds interest rates steady, postponing rate cuts amid stubborn inflation,” from ABC News
Also see: Layoffs and budget cuts—tracking economic moves and news
New CreatorIQ data reveals how much creator exclusivity matters to brands
Influencer marketing platform CreatorIQ is out with new research that examines how creator communities intersect with brands. The study attempts to provide data-driven answers to questions including “How many creators are exclusive to one brand?” and “Is it important to have a community exclusive to a brand?”
Here, some of the findings of the study, which tracked the estimated media value (EMV) of social media exposure as a measure of success across various categories across all of 2023:
• The value of creator exclusivity varies widely depending on the category. For instance, when it comes to the NFL, “The majority of EMV comes from a small cohort of creators discussing all teams, a natural occurrence in professional sports commentary where teams compete against each other,” per CreatorIQ.
• In the makeup creator community, “There are 3,000 influencers that generate more than 50% of all EMV for the top 10 brands,” CreatorIQ says.
• In the quick-serve restaurant (QSR) realm, “Less than 1% of influencers (300 out of 45,000) generate over 30% of the EMV for the top 10,” per CreatorIQ.
• “Your brand is not a center of the community, but a participant,” CreatorIQ concludes. “Most creators collaborate with more than one brand. For some brands the overlaps go deep. While it is natural to look at these things from a competitive view point, it may also be an opportunity to collaborate.”
See also: Inside McDonald’s subculture marketing
NBCU reveals new approach to measurement
“NBCUniversal has winnowed down its number of measurement partners for this year’s upfront, highlighting VideoAmp as its currency of choice, said John Lee, chief data officer, advertising and partnerships, NBCU,” Ad Age’s Parker Herren reports.
The details: “In the past, NBCU has shared a roster of nearly 40 certified measurement partners for use in dealmaking with the media company, including Comscore, iSpot and VideoAmp as certified currency partners,” Herren adds. “Now, Lee said, NBCU is differentiating between that extensive list of certified measurement and currency partners (which it will continue to enable business with) and a select few to incorporate into ‘One Platform Total Measurement.’”
Essential context: “The scaled-down set that comprises ‘One Platform Total Measurement’ includes VideoAmp for audience reach, EDO to measure consideration based on its search activity metrics and mobile data platform Kochava for business outcomes data. The three partners form the base of what Lee described as an effort to make advertising with NBCU more responsive in real time, like buying with social and digital platforms, but ‘One Platform Total Measurement’ includes a total of seven curated partners to round out the full image of a campaign.”
Just briefly
• “Congress votes unanimously to ban brokers selling American data to enemies,” The Register reports
• “Transportation Department reviewing airlines’ privacy practices,” from The Hill
• “Never-before-seen data wiper may have been used by Russia against Ukraine,” per Ars Technica
• “Banning TikTok Would Do Basically Nothing to Protect Your Data,” from Scientific American
The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter.
Ad Age Datacenter is Bradley Johnson and Joy R. Lee.