NBCUniversal taps iSpot.tv as partner in new ratings effort
Chris Ware/Hulton Archive via Getty Images


NBCUniversal (CMCSA
-1.3%) has named iSpot.tv as a partner in searching for a better measure of advertisement viewing across its platforms.
That's the result of an effort where NBCU sought dozens of proposals to join in an effort to seek an alternative to the approach of ratings giant Nielsen Holdings (NLSN
+0.3%), reeling from media industry criticism over its pandemic measurements.

The new deal between NBCU and iSpot.tv covers a new system for verifying ads and programming across linear and streaming video, and a new currency for buyers and sellers.
âNever before has the entire television industry been this open to moving to a range of measurement alternatives versus only using a singular currency,â NBCU's Kelly Abcarian tells WSJ.

NBCU plans to add more partners in the effort, which could still include Nielsen (which also answered NBCU's summer call for more than 50 proposals for a new ratings ecosystem).