VideoNuze Posts

TV ad measurement provider iSpot has enhanced its unified ad measurement capability allowing brands to more accurately gauge incremental reach and effectiveness of cross-screen campaigns. iSpot has integrated demographic data into its Unified Measurement platform to provide person-level cross-screen ad measurement in real time across linear TV and 300+ streaming services. This includes age, gender, household occupancy and co-viewing measurement.

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Nielsen has unveiled Nielsen ONE, a single measurement solution that will span linear and digital video viewership. According to its press release, Nielsen ONE will give marketers “visibility into total video consumption regardless of platform or device.” Nielsen said the new solution comes as advertisers are “demanding a single deduplicated view of their audiences across all platforms and mediums.”

Nielsen ONE won’t launch until fourth quarter, 2022. At that time Nielsen will start releasing parallel “cross-media ratings that will deliver metrics at subminute intervals for individual ads and content.” The goal is for Nielsen ONE to become the “foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.”

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I’m pleased to present the 540th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.  

discovery+ is set to launch in the U.S. on January 4th and on this week’s podcast Colin and I share our thoughts on why we’re optimistic about the service, especially in international markets where live sports will be included. We both like the service’s positioning as a complement to major SVOD providers, mainly by focusing on unscripted content.  

Before we get into discovery+, Colin provides some highlights from his new “Making Screen Time Family Time” report which revealed viewing behavior for families with kids under the age of 12. Colin notes the data around co-viewing, especially on weekday mornings.

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Video advertising platform SpotX has released a new report detailing seven global video ad trends and predictions for 2021. Overall, the report points to a continued shift in video ad spending to data-centric, highly-measurable campaigns reaching viewers through connected devices. SpotX considers 2020 to have been the start of the “connected decade.” SpotX included insights from executives at Acxiom, AMC Networks, CCI, Discovery, DISH Media, GroupM, Samsung Ads, The Trade Desk and TransUnion in its report.

Following is a summary of SpotX’s seven predictions:

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Discovery announced its discovery+ streaming service today, with a U.S. launch date of January 4th. There will be an ad-light version for $4.99 per month and an ad-free version for $6.99 per month. The service will roll out in 25 additional countries initially, at localized price points and with different packaging options. The first advertising partners announced include Boston Beer Company, Kraft Heinz, Lowe’s and Toyota.

Verizon will offer new and existing Play More and Get More Unlimited subscribers 12 months free of discovery+. Verizon will give Start and Do More Unlimited subscribers 6 months of discovery+. And new Verizon 5G Home Internet or Fios Gigabit Connection subscribers will also receive 12 months of free discovery+. Verizon offered similar free access to Disney+ at launch (and later the bundle with Hulu and ESPN+) which proved highly effective, driving an estimated 15% of Disney+’s first year subscribers.

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A new report from nScreenMedia and WildBrain Spark reveals that YouTube Kids is the most popular streaming video source for kids 12 years old or younger. Surveyed parents responded that 52% of their kids this age watch YouTube Kids, followed by PBS Kids (46%), Disney+ (24%) and YouTube (15%). Streaming services including Netflix, Hulu, Amazon Prime Video and Apple TV+ are all in single digits.

The survey data is included in the new report titled “Making Screen Time Family Time.” Two surveys were fielded, one in late October and one in early November, of U.S. adults who stream video on a weekly basis and have at least one child 12 years old or younger.  The first survey had 2,500 respondents and the second had 500 respondents. nScreenMedia’s chief analyst Colin Dixon is my weekly podcast partner.

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The U.S. pay-TV business performed better than expected in Q3 ’20, with top providers “only” losing around 120K subscribers, according to data compiled by Leichtman Research Group. The results would have been even stronger if a portion of YouTube TV’s one million subscriber additions in 2020 are attributed to Q3 specifically.

Google didn’t break out how many of YouTube TV’s additions came in Q3, but given the return of major sports during the quarter, it’s probably fair to assume at least 500K-600K. Add those to Hulu + Live TV’s 700K additions in Q3 and just these two virtual pay-TV providers may have accounted for 1.2 to 1.3 million additions.  That would be enough to more than offset the approximately 1.15 million subscriber losses that the largest cable, satellite and telco pay-TV providers incurred.

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