Nielsen begins measuring Roku

Audience measurement group Nielsen has begun measuring audience data and demographics on connected TV device provider Roku’s 10 million-plus devices in the US. 

The agreement will cover Roku streaming players and Roku TV models. According to the pair, the agreement is an industry first for OTT services, and will enable ad agencies and marketers to buy video advertising oin the Roku platform with the same kind of audience guarnantees available on traditional TV channels.

Nielsen and Roku will initially enable OTT measurement through Nielsen Digital Ad Ratings. Publishers who choose to participate will have the ability to measure their audience according to Nielsen demographics, as well as access the full suite of Digital Ad Ratings to measure, guarantee and report campaign audience delivery through the Roku platform, according to the two companies.

“Cross-platform audience measurement is critical for advertisers looking to leverage the trend of increasing over-the-top video consumption,” said Megan Clarken, EVP of global watch product leadership at Nielsen. “By working with Roku to measure live streaming and on-demand advertising on its platform, we can gain great insights into OTT viewing and expand the measurement and delivery of Total Audience Campaign and Content insights for all of our clients.”

Scott Rosenberg, vice-president of advertising at Roku, said: “ “We believe all TV will be streamed, and with it all TV advertising. We’re excited to join forces with Nielsen to significantly advance the measurement and value of OTT advertising. With Nielsen, we’re integrating these capabilities directly into the Roku OS, enabling Roku’s channel publishers and advertisers to measure and transact on the industry’s leading metrics.”