Nielsen Rolls Out 'True Reach' Video Measure

Nielsen has officially launched its Cross-Platform Campaign Ratings tool, which it says indicates 'the true reach' of video ads across multiple screens. The tool combines data from Nielsen's Online Campaign Ratings service and its proprietary national TV panel.

According to the company's latest Cross-Platform Report, the average American watches more than 34 hours of television per week and around 35 hours once online video is added. More than half now watch video online.

The new tool - which has been trialled with clients during the past five months - provides unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising. In addition to online video ads, the approach measures online display and rich media ads in combination with TV.

Steve Hasker (pictured), Nielsen's President, Global Media Products and Advertiser Solutions, comments: 'Nielsen Cross-Platform Campaign Ratings is an exciting step in helping advertisers, agencies and publishers further understand the impact of their campaigns, wherever they run - across platforms and markets around the world.'

Yesterday, Nielsen and the Coalition for Innovative Media Measurement (CIMM) announced the formation an 'Innovation Committee' to develop and test potential new approaches to mobile TV audience measurement for Nielsen's mTAM initiative.

Web site: www.nielsen.com .