John Morse

Increasing its household sample and adding online viewing to TV ratings could well lead to spikes in audiences and a flow of ad dollars to once unrated shows. John Morse, head of the full-service media marketing research company Byron Media, talks about how the changes will resonate in media, whether buyers will ever pay for month-long DVR playback, and what measurements he’s still waiting to see.

It’s certainly no secret media buyers have been frustrated by the slow pace at which Nielsen has begun measuring new media streams. Though second-screen viewing on smartphones and tablets has been growing at a rapid pace, the company only recently began measuring mobile viewership. John Morse, president and chief strategist at Byron Media, a media research consulting company, talks about what buyers really want, why it has taken so long for these changes to come about, and who stands to benefit from them.