Home > Latest News > Nine Unveils New Audience Measurement Tool

Nine Unveils New Audience Measurement Tool

Nine Unveils New Audience Measurement ToolNine states its Platform Agnostic Ratings for Content (PARC) tool will “provide clients and agencies with a metric for measuring media consumption of content across platforms”.

Nine notes audience numbers typically drop from the start of an online stream through to the end, with a stream with an average audience of 20,000-30,000 usually beginning with in excess of 100,000 – PARC averages audience numbers constantly throughout the course of a stream, bringing it into line with how TV audiences are measured.

PARC provides a “Total Viewer Exposure” number, which Nine states captures the total audience, regardless of screen or platform.

Nine group sales & marketing director Peter Wiltshire stated, with content increasingly consumed across multiple touch points, it is necessary “to measure audiences across the entire life cycle of the content journey – live broadcast, encores, playback, and online long and short-form”.

“As a cross-platform media owner we have wanted this data for quite a while, and our agency partners have been crying out for it,” Wiltshire commented. “PARC is the solution we have built while we wait for an industry-delivered currency.

“This is the first step in Nine Entertainment Co. being able to measure cross-platform consumption for our partners and sponsors across our major pieces of content. We are already in-market with the second season of The Block, selling audience delivery using this new calculation.”

PARC is not a trading currency, however “will help to close the current gap” in understanding how audiences are consuming content, and brand content partners, Steve Weaver, Nine group director, research & analytics, commented.

“NEC will transition to OzTAM’s official cross-platform metric once it is available, because an official trading currency panel across all content platforms should be the ultimate objective for us all,” Weaver stated.