Future of TV Briefing: How the TV ad measurement landscape has changed since summer

Digiday 24 Nov 2021 05:01
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The lead image shows an illustration of two people measuring a TV with a ruler.
November 24, 2021 by Tim Peterson

The Future of TV Briefing this week reviews the flurry of activity on the TV ad measurement front since the summer when the Media Rating Council stripped Nielsen of its accreditation and NBCUniversal opened the doors to alternative providers.

  • Taking measure of TV’s measurement shakeup
  • Broadcast TV’s rebound, streaming’s stagnation continue
  • TV networks’ streaming ad pitches, Netflix’s secret weapon, Roku’s original programming plans and more

Taking measure of TV’s measurement shakeup

The key hits:

  • TV network owners, including NBCUniversal, ViacomCBS and WarnerMedia, are updating their measurement systems to be less reliant on Nielsen.
  • Ad agencies are kicking the tires on alternative measurement providers.
  • Amid the rise of would-be rivals, Nielsen is making its own moves to protect its position.

Once again a crisis is catalyzing change in the TV and streaming ad industry.

In a similar but exponentially more benign way to how the pandemic pushed audiences and advertisers to streaming, the Media Rating Council stripping Nielsen of its accreditation is spurring the dominant measurement provider and the broader industry to get their counting up to speed with the state of the market.

The stats suggest that for all the time some people spent streaming “Squid Game” on Netflix, people spent even more time tuning into live sports and primetime shows on traditional TV. Nielsen cited sports and drama shows as the reasons for broadcast TV’s October uptick. The categories combined to represent 35% of broadcast TV watch time for the month.

Read more about BuzzFeed and TikTok here.

Read more about Tastemade here.

Read more about Outbrain here.

Read more about the Philadelphia Inquirer here.

Read more about Manly Bands here.

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