Nielsen, the iconic TV measurement company, is splitting into two over the next nine to twelve months. The Global Media side will continue with TV measurement activities, including ratings, while the Global Connect side will offer data and analytics concerning market share and performance to retailers and goods manufacturers.
Life is not currently easy for investors and buyers of ad space on TV, due to its legacy industry and its technologically advanced industry having a number of conflicts, such as that nobody properly understands the competition, even the best-informed buyers are getting confused, and the innate instinct of investors is to stay clear of what they cannot understand.
OTT essentially offers the measuring advantages of digital with the popularity of TV, and advertisers are finding that consumers to ads on OTT platforms. Recent research has shown not merely that 72% of viewers were able to recall ads but that 40% had actually paused the program they were watching to investigate a product or service whose ad they had just seen.
While giving its Q4 earnings call, Disney said its services will be available on Amazon as well as on LG and Samsung's Smart TVs. Amazon will also include Disney+ in its Universal Search feature using Alexa. Disney and Amazon were reported to be locked in a dispute over advertising rights in Disney apps, a conflict that the two companies have clearly now resolved.
Disney's decision to not host Netflix ads makes sense, given Netflix doesn't host ads. Yet when dealing with other big OTT providers, such as Google, Amazon, and Apple, such a move would be counter-productive, given the ongoing relationship Disney has with these companies. E.g., Disney spends almost nine times as much on licensing toys, many of which get sold via Amazon, than it does on Disney+.