Nielsen plans to do away with its current commercial ratings by 2024.
The measurement behemoth announced a new currency on Tuesday that will measure each individual ad instead of an average of commercial minutes as it currently does. This new solution, dubbed Nielsen One, will provide second-by-second measurement and the reach and frequency of each individual ad across screens, marrying linear viewing with digital impressions. The product will be available broadly in the fourth quarter of 2022, with plans to replace the so-called C3 and C7 currency entirely in the fall of 2024.
There’s a lot to unpack in the announcement and much will depend on industry adoption. Nielsen has received plenty of heat over the years for its slowness in adapting to the changes in consumer behavior and develop a new currency in which to transact that is more reflective of the fragmented way viewers consume content. This has led many TV companies to adopt their own measurement solutions. But these have not been uniform and still leave a lack of standardization and reliance on metrics that are becoming increasingly outdated.