Tubular laboratories, the global video analytics company, this week introduced a new gross grading point (GRP) measurement system for all non-perishable videos on Facebook and YouTube, and the juggernaut of animal-obsessed content The Dodo topped the first-ever GRP-based Tubular ranking of U.S. media and entertainment creators. (Tubular has also deployed GRP for its customers in Brazil, France, Germany, Mexico and UK)
Like the old-fashioned TV GRPs, Tubular’s GRPs are intended to gauge the reach and frequency of impressions against a given target audience over a specific period of time. Tubular already measured deduplicated audiences for YouTube and Facebook videos via its Tubular Audience Ratings (TAR); The new GRP metric builds on this system and aims to “enable customers to compare with all publishers and monitor expected delivery against a target demo to assess media partners for cross-platform social video advertising or content from brand, ”as Tubular put it. A declaration.
Video publishers with a minimum base of one million views per month on Facebook or YouTube can access GRP data through Tubular’s customer dashboard, and Tubular will publish selected monthly rankings for different content niches and global markets after a 30 day processing period.
Ranking of media and entertainment video publishers in the United States by Tubular GRP, September 2021
1. The Dodo: 97.6 (63.5 million unique US viewers)
2. Cocomelon: 94.9 (53.9 million)
3. Fox News: 76.2 (28.3 million)
4. WWE: 69.8 (23.7 million)
5. Video clips: 52.5 (30.5 million)
6. Tasty: 52.5 (49.6 million)
7.NFL: 48.2 (22.7 million)
8. BuzzFeed Video: 38.4 (44.0 million)
9. FailArmy: 37.5 (30.4 million)
10. Domestic edition: 37.5 (19.1 million)
Essential context: Tubular serves as the data provider for the Global Video Measurement Alliance, which includes Group Nine, Discovery, Digitas, ViacomCBS, BuzzFeed and other major players (as well as Tubular itself).
“Univision selected Comscore as its only linear TV audience measurement service for three US markets, partnering with the company as networks across the country expand their monetary horizons of audiences beyond long-standing power. Nielsen ” Ad Age Ethan Jakob Craft Reports. “The deal will see Nielsen’s rival measuring the Spanish-language media giant’s TV audiences in a trio of newly acquired markets — Orlando and Tampa, Florida, and Washington, DC — while simultaneously working to refine its own measurement capabilities. of Comscore’s Hispanic audience. “
Essential context: “Univision’s three-market agreement with Comscore is just the latest in a series of steps taken in the rapidly evolving world of linear television measurement. Many major US networks this year announced plans to look beyond the rating titan Nielsen, whose dominant status in the industry has been called into question after a string of recent false step of measurement, and at least experiment with other audience currency providers. “
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