NBC.com To Release Online TV Data

NBC will become the first major broadcast network to release traffic data for the online streams of its full episodes on NBC.com including demographic figures.

The program-specific streaming data will be released through Nielsen Online VideoCensus. NBC said the initiative is part of an "effort to deliver transparent metrics that provide more effective 360-degree planning and analysis tools."

"The digital entertainment business is maturing and part of the natural evolution is the ability to provide accurate measurement to our clients," said Vivi Zigler, Executive Vice President, NBC Digital Entertainment. "We especially like the transparency of the VideoCensus methodology because we know exactly what is being measured."

NBC said it would release data for June in July. The network hopes its effort will attract more advertisers to the popular shows it streams on NBC.com. Expect other networks to follow NBC’s lead in the near future.

Online streaming of television episodes has helped networks improve viewers loyalty to shows they watch regularly by allowing them to watch shows they have missed.

"Show-level data is something that advertisers have been asking for and NBC Universal is confident the numbers we’re releasing through Nielsen Online’s VideoCensus are both accurate and illustrative of the dramatic engagement that content from NBC Digital Entertainment delivers," said Peter Naylor, Senior Vice President, Digital Media Sales.