Though still intensive, JIC certification is a slightly less rigorous evaluation, designed to be a complement to the MRC and speed up the process of creating currency standards.
It’s an important distinction.
Ahead of the JIC and MRC’s joint statement, Nielsen CEO Karthik Rao told ADWEEK that confusion over the groups’ differences was one of the reasons Nielsen opted not to be a part of the JIC’s evaluation process.
Oh, right. Nielsen. What’s happening with them again?
Nielsen recently announced it would incorporate big data from Dish Network, DirecTV, Roku, Vizio and Comcast into its new measurement system this fall.
For the combined metric, Nielsen’s big data, which comes from 45 million households and 75 million devices, will be brought together with Nielsen’s panel data of 40,000 households.
According to the company, the combination of big data and panel data will provide stability, scale and show all audiences.
So Nielsen isn’t sunsetting panel data and C3 and C7, the current industry standard for media buys?
Nope. Nielsen is using its panel data as a “truth set,” according to the company. This lets it take out the errors and biases of big data, providing person-level measurement.
In addition, Nielsen will continue using C3 and C7 as the currency metrics. The changes are more about the ingredients that go into the numbers.
And for those wondering, the company will also continue producing panel-only and individual commercial metrics as measurement data streams.
OK, got it. Yay! That’s everything you need to know about measurement, right?
Oh, sweet summer child…
With upfronts on the way, the measurement updates are just getting started.
Look out for more news coming from the NewFronts, as Comscore, which recently gained national accreditation from the MRC, and Nielsen are slated to present during IAB’s Main Stage on May 1 from Convene at 225 Liberty Street.
See the full NewFronts schedule here.
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