Agencies and brands begin cross-platform ad trials for Nielsen

Nielsen is preparing to offer combined TV and online advertising measurements in the UK for the first time, with the launch of beta trials by brands and agencies for its Nielsen Cross-Platform Campaign Ratings service.

Nielsen Cross-Platform Campaign Ratings takes the commercial exposures from an advertiser's TV ads and its online ads, and provides a combined audience for the campaign.

It claims to provide advertisers', agencies' and publishers' data, previously unreachable in a scalable, replicable platform, to answer questions including: How many people saw my ad? How many saw it on TV only? Online only? Across both online and TV?

The system works in the UK by combining Nielsen Online Campaign Ratings, launched in October 2012, with TV data from Barb. Results are delivered in terms of reach, frequency, GRPs (Gross Rating Points), unique audience and impressions - all on a daily basis.