ACR data from LG Ad Solutions is going to be used in Nielsen’s national TV measurement service in the U.S., providing greater stability for audience estimates. Nielsen claims it now has the largest ACR data footprint in the industry.
The move follows recent big data deals between Nielsen and Comcast, Vizio, Roku, DISH and DIRECTV, all designed to enable smarter decisions around linear campaign spend and optimisation for Nielsen customers.
The LG Ad Solutions ACR (automatic content recognition) data will be used for linear and also connected TV measurement. Again, the new data source boosts Nielsen’s CTV campaign coverage, which already harnesses big data from Netflix, Sling, Samsung, Vizio, Amazon, Roku and Hulu.
As part of the wide-ranging deal, Nielsen is receiving LG ACR data at the household level. Advertisers activating campaigns on LG Smart TVs will have the opportunity to receive ‘Always On’ streaming measurement and big data from LG Ad Solutions via Nielsen ONE Ads, starting in the first quarter of 2024. Nielsen will measure all ad impressions, inclusive of co-viewing, giving advertisers a broader view of performance metrics to help them optimise cross-platform campaigns.
In addition to the big data expansion, this deal unlocks CTV data for Nielsen’s Ad Intel solution, enabling an increased level of measurement and visibility into competitive advertising spend. This allows Nielsen to gain advertising intelligence capabilities on streaming platforms in addition to its existing linear capabilities. “This provides advertisers and agencies more valuable insights into their ad performance on the platforms,” Nielsen explains.
Ameneh Atai, GM, Audience Measurement at Nielsen, says: “Nielsen is on a path to evolve measurement through use of big data sets. Our deal with LG Ad Solutions is a landmark moment in our journey. The continued acquisition of ACR data combined with Nielsen’s representative panel allows us to provide the most accurate modern audience measurement of linear ads, as well as increase coverage of CTV.”
Alistair Sutcliffe, Head of Product at LG Ad Solutions, adds: “Agencies and brands working with LG Ad Solutions can now seamlessly benefit from Nielsen ONE Ads measurement data and essential metrics. That includes co-viewing across millions of smart TVs and connected devices.
“This collaboration with Nielsen exemplifies our dedication to industry interoperability. It underscores our strategy of fostering a forward-looking data approach with our strategic partners for the overall benefit of the industry.”
Photo shows the latest version of the FAST offering on LG televisions, LG Channels 3.0. LG ACR data reveals viewing across all sources.