Video Measurement
UKOM oversees and accredits Nielsen's Video Census tool. Using a combination of the UKOM panel and server data, Video Census provides reach, viewing duration and stream counts for online video. Accurate audience demographics provided by the panel allow side-by-side planning of online video with traditional TV.
Toplines from Video Census
Initial data from Video Census in April 2011 has been published. An Excel spreadsheet of the top 10 video players by reach, with their demographic breakdowns can be downloaded for free here.
Click here for the presentation from Nielsen's breakfast briefing on UK Video consumption
Accessing Video Census data
Video Census is available on subscription via a dedicated online interface. Please contact Nielsen's sales teams to make an enquiry.
Video Census methodology
Video Census uses a first-stage hybrid methodology. Launched in May 2011, improvements to the processing of server data will be introduced with effect from August 2011, at which point full UKOM accreditation will be effective.
The properties measured are video players rather than websites - so while the Video Census totals for a site like 4OD may be similar to those in UKOM APS, they will only represent the audiences to videos viewed on that site.
Video player reach and audience definitions are provided by the UKOM panel. You can read more about the quality and reliability of this source here.
Stream count volumes are provided using server data (generated when a player encoded with a Nielsen tag starts playing a video), or in the case of untagged players, the UKOM panel also.
The adoption of Nielsen Video Census tags by publishers and broadcasters allows subscribers to access a census count of their video streaming volumes from all devices and locations, as well as greater granularity of data reporting.