Nielsen is ushering in a new era of media measurement, announcing a deal with TikTok.
Under the agreement, Nielsen will provide insights aimed at highlighting the value of ad messages appearing on the booming social media platform. For the first time, Nielsen said in a press release, cross-media measurement data will allow advertisers and agencies to compare ad performance on TikTok across all screens, including digital, CTV, and linear.
The TikTok deal offers an interesting counterpoint to the ongoing disconnect with Paramount Global, a longtime media client which has been dark on Nielsen for the past two months due to a contract dispute.
TikTok itself, of course, remains under a degree of scrutiny as Donald Trump prepares to start his second presidential term. When he was president before, Trump’s administration sought to compel TikTok to sell itself to a U.S.-based owner, labeling it as a security risk given its Chinese corporate parent, which shares user data with the government. TikTok successfully fought off the Trump push before, but questions continue to swirl about the potential for a renewed effort to sideline TikTok, or at least tie it up in further litigation.
Both TikTok and Nielsen pointed to the non-traditional nature of the new pact.
“In the dynamic video landscape, brands need to extend their reach beyond traditional channels. TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen ONE, enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” said Jorge Ruiz, Global Head of Marketing Science TikTok.
“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan. Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross platform and publisher campaigns,” said Ameneh Atai, GM of Audience Measurement at Nielsen.