In a move that will expand its measurement capabilities, Nielsen has entered into an agreement with LG Ad Solutions to receive automatic content recognition (ACR) data from LG smart TVs.
This ACR data will allow Nielsen to enhance its national TV measurement service by giving it the largest ACR data footprint in the industry so far. Nielsen will use the LG ACR data for both linear and connected TV (CTV) measurement. Having ACR data at the household level from LG will provide greater stability for Nielsen’s TV audience estimates across platforms.
The deal enables advertisers running campaigns on LG smart TVs to receive “Always On” streaming measurement and big data insights from LG via Nielsen One Ads starting in Q1’24. Nielsen will be able to measure all ad impressions and account for co-viewing to give advertisers a more complete view of campaign performance.
In addition, the LG ACR data will expand Nielsen’s Ad Intel solution for competitive ad spend intelligence. This allows Nielsen to gain advertising intelligence on streaming in addition to linear TV, providing valuable insights for brands and agencies.
LG Ad Solutions joins other recent data providers for Nielsen including Comcast, Vizio, Roku, Dish and DirecTV. The deal also expands Nielsen’s CTV coverage following integrations with Netflix, Hulu, Amazon and others.