YouTube added television data from Nielsen to its Reach Planner, which it rolled out in April 2018 to aid brands planning their media campaigns on YouTube and other video platforms.
Product manager for video ads Dacheng Zhao said in a blog post that advertisers can now see how different distributions of ad spend across TV and YouTube affect their reach and, when used with Nielsen Total Ad Ratings, they can compare reach on TV and YouTube from the planning stages all the way through to post-campaign reporting.
Zhao cited data from Nielsen that there are 31% fewer gross ratings points across broadcast and cable TV for the coveted 18-through-49 age group now than there were five years ago, and the decline in TV’s reach for that age group requires a 46% jump in frequency by marketers to achieve the same GRP levels.
He added that YouTube conducted 20 TAR studies with Nielsen, and the Google-owned video site drove incremental reach at a more balanced frequency versus TV in all of them.
TV data is available to all Reach Planner users in the U.S., with expansion to more countries planned for 2020.