NBCUniversal Measurement Partners

In 2022, we launched our NBCU Certified Measurement Partner Program. It originated from a simple mission: measure what matters with the best partners in the business. This has meant partnering with trusted, privacy-minded measurement providers whose solutions go beyond panel-based, program-level ratings and duplicative platform-by-platform delivery to unified, holistic, deduplicated cross-platform campaign performance and outcome-based measurement against the KPIs that matter the most to our marketers’ business.

 

With this simple but ambitious mission, you can be confident that the partners we’ve certified are rigorously evaluated to ensure they deliver best-in-class measurement with demonstrated focus on accuracy, reliability, transparency, and more.

Our Measurement Framework

The measurement landscape is complex and continually evolving. To make sense of this shifting, fragmented landscape and to offer the industry a set of organizing principles, we’ve aligned our measurement framework around five key categories: audience measurement, audience verification, brand measurement, incrementality/sales impact measurement, multi-touch attribution.

Audience measurement

Campaign delivery measurement against an audience; metrics include impressions, reach, and frequency

 

Included in our evaluation criteria:

  • Projection methodology
  • Spot-level verification
  • Connected TV coverage
  • Co-viewing methodology
  • Readiness for data interoperability

Audience verification

Measurement of quality of impressions: verification metrics include viewability, invalid traffic, completion rate, audible rate, brand safety

 

Included in our evaluation criteria:

  • Data sources 
  • Strength of technology stack
  • Array of verification metrics (viewability, IVT, delivery, etc.)
  • Verification methodology
  • Connected TV coverage
  • Data interoperability approach 

Brand measurement

Measurement that quantifies the extent to which individual media campaigns influence incremental brand lift across metrics like brand awareness, favorability, and purchase intent

 

Included in our evaluation criteria: 

  • Data quality such as strength of the survey solution and exposure inputs
  • Solution readiness such as analytics, deliverables, and market presence

Incrementality/sales impact measurement

Outcome-based measurement (direct attribution) of incremental lower-funnel sales or mid-funnel outcomes related to sales; metrics include purchase conversion, return on ad spend/ROI, website visits, app downloads, search engagement, and retail location visits

 

Included in our evaluation criteria:

  • Identity solution for data matching
  • Data interoperability approach
  • Business outcome data coverage
  • Strength of the technology stack
  • Cross-platform measurement capability 
  • Incrementality measurement methodology
  • Reporting capability

 

Multi-touch attribution

Measurement that models the efficiency and ROI of advertising by assigning fractional credit to each touchpoint in a consumer’s journey

 

Included in our evaluation criteria:

  • Identity solution for data matching
  • Data interoperability approach
  • Business outcome data coverage
  • Strength of the technology stack
  • Cross-platform measurement capability 
  • MTA measurement methodology
  • Reporting capability

Measurement resources

For a deeper understanding of the key considerations that underpin successful marketing mix modeling (MMM) efforts, download our MMM Look Book.

Download the Look Book