IAB awards online measurement contract to Nielsen following tender process

IABIAB Australia has today announced that Nielsen has retained the contract to be preferred supplier for the provision of digital audience measurement services in Australia.

The announcement comes after a multi-stage tender which began in February and saw the company fight off rival bids from GFK who are thought to have bid in a consortium with Aztec Research, along with Comscore who bid with IPSOS and Roy Morgan Research who bid with Telstra.

Comscore and Roy Morgan were knocked out in the previous round leaving incumbent Nielsen and GFK as the final shortlist.

“After a long and rigorous process we are thrilled to finally announce Nielsen as our measurement provider,” said Alice Manners, CEO of IAB Australia.

“Their appointment firmly places Australia at the forefront of digital audience measurement globally and will help IAB ensure our industry remains transparent and healthy in years to come.”

According to the announcement a major factor in the choice of Nielsen was the company’s strengths in mobile measurement, one of the key criteria. The IAB had been collaborating with the incumbent on a pilot mobile study which released its first numbers into the size of the mobile and tablet audience in Australia, earlier this year. 

Under the new contract Nielsen, will be contracted to provide a number of improvements including the introduction of smartphone and tablet ratings in by the first quarter of 2015; cross-digital ratings for desktops, smartphones and tablets by July 2015; the introduction of daily ratings for digital content – including video – in early 2016; and deeper and more local reporting across all aspects of online measurement.

Monique Perry, head of Nielsen’s Media Industry Group in Australia, said: “The entire team here at Nielsen fought hard for this. We are committed to innovative product development, have a passionate client service team and strong technical support. We are ecstatic to be chosen.”

Nielsen has held the contract for IAB preferred supplier of audience measurement,  a contract worth millions of dollars since 2011, the contract was extended without a tender in 2013. 

This year’s review technical processes were examined by a panel chaired by industry veteran and former Oztam CEO Ian Muir, while TressCox Lawyers oversaw the process.

Nic Christensen  


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.