TV networks, ad agencies begin work on alternate measurement systems

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2021, 2:43 PM UTC

Nielsen, the major player in the field, has been fighting back and has announced individual linear TV ads measurement in collaboration with ad tech firm Extreme Reach.

TV network owners are updating their measurement systems to be less reliant on the system supported by Nielsen. For example, back in August this year, BNCUniversal had invited proposals from measurement providers to join the media conglomerate in creating a new measurement system. More than a hundred companies reached out. 

Similarly, ViacomCBS has supported measurement providers like Comscore and VideoAmp. WarnerMedia also has plans to establish a native measurement system. The media company is reportedly in talks with at least ten measure providers, with plans to test alternatives in Q1 2022.

Ad agencies, too, are evaluating measurement providers. Additionally, VideoAmp has signed companies like Dentsu, Havas and Publicis to participate in a pilot test of its measurement system. Cross-industry initiatives like VAB’s Measurement Innovation Task Force and NBCUniversal’s Measurement Innovation Forum have also been established to improve TV and streaming ad measurement.

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