Nielsen Puts Off Total Content Ratings Launch

Nielsen has deferred the full launch of its cross-device audience measure, Total Content Ratings, which was previously scheduled for March 1st. A 'limited' release will now take place on that date, with no firm deadline set for the full roll-out.

The product promises an unduplicated audience measure across all devices, integrating data from four separate existing Nielsen solutions: TV ratings, VOD content ratings, digital in TV ratings and digital content ratings. The last of these measures 'content consumed across digital platforms with an ad load that does not match the national linear ads, including content with no ads at all'.

Nielsen met with key clients on Friday, according to reports quoted on www.mediapost.com , and announced the 'limited' launch afterwards. According to Jessica Hogue (pictured), SVP of Product Leadership, 'Publishers will be able to use their own data - but not competitive data - externally' - meaning that they can share their own figures with whoever they like, but can only use competitors' data for internal evaluation. The company says some clients want more time to evaluate the data and the service, and analysts have hinted at difficulties installing the new SDK (Software Development Kit).

Web site: www.nielsen.com .