Nielsen Enhances Total Ad Ratings in Asia

Nielsen has enhanced its Total Ad Ratings (TAR) cross-media ad measurement methodology in Thailand, Indonesia, the Philippines and Taiwan. The changes will allow more market coverage and reduce reliance on any one external source of data.

TAR is designed to deliver insights into de-duplicated audiences exposed to advertising across devices (smartphones, tablets, computers and television). The solution offers advertisers audience data for their campaigns, combined with age and gender demographics, de-duplicated campaign reach, frequency and GRPs.

The now enhanced TAR methodology is supported by a proprietary Nielsen model, powered by a single source of media consumption behaviour. This allows Nielsen to remove audience duplication, while incorporating established media currency metrics that are widely adopted in the market, and to prepare for a world without third-party cookies.

Annette Kunst (pictured), Regional MD Southeast Asia, comments: 'Since TAR launched in 2018, Nielsen has invested in the tools, systems, capabilities and partnerships to underpin media buying and selling in countries. Nielsen's global Nielsen ONE vision, a single, cross-media solution to drive more comparable and comprehensive metrics across platforms, is the roadmap to get us there'.

Web site: www.nielsen.com .