Xtreme beats Nielsen to pay-TV business

Nielsen’s stranglehold on the monitoring of television advertising in Australia has been undermined by a deal between pay TV and a potential competitor.

Xtreme Information has won the tender to provide authentication of advertising logs for 48 of Multi Channel Network’s subscription channels. Nielsen also pitched for the business.

The deal is significant because of Nielsen’s virtual monopoly over the monitoring of TV advertising on the free to air channels.

It is essential for media agencies to verify whether the ads they booked for clients actually aired , and at present a Nielsen subscription is the only practical way of doing so. But agencies complain about the costs that Nielsen charge, with many finding subscribing to Nielsen’s monitoring services the second largest expense after staff costs.

If Xtreme was ever able to offer a sufficiently comprehensive service covering the free to air market, it would revolutionise the economics of media agencies in Australia (and cost Nielsen a fortune of course).


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