Progress is being made implementing automation technology for multiplatform buying, but challenges with measurement remain. L-r: Rob Weisbord, Sinclair Broadcast Group; Tracy Chavez, Publicis; moderator Paige Albiniak; and Media Monitors’ Philippe Generali. (Alyssa Wesley photo)
Research conducted for Yahoo and ad agency Publicis found that while people may have been isolated from friends and co-workers, they stuck together and gathered around glowing screens. The increased screen time at home created the opportunity for 64% of families to spend more time watching shows together and 49% are planning movie nights as a family.
Don’t count Nielsen out of TV’s measurement wars just yet. Disney said Tuesday that it had entered into an agreement with Publicis Media to test work on Nielsen’s new NielsenOne system, a measurement product that aims to count unduplicated video audiences across linear and digital screens and that Nielsen expects to introduce formally later this year.
Ad Execs: Cutting Out Research Middlemen Is An Option
Executives from Dentsu, Publicis Media, UM Worldwide and E.W. Scripps entertained the prospect of buyers and sellers being their own source of TV audience data in a panel at TVNewsCheck’s TV2025 last week, prompted by the industry’s threadbare patience with Nielsen.
A TVNewsCheck Working Lunch Webinar will gather senior executives of the spot TV marketplace to consider how the growing use of attribution platforms is affecting the buying and selling of local TV advertising campaigns. Set for Nov. 19 at 1 p.m. ET, the webinar will feature (clockwise from left: Adam Monaco, SVP Disney Advertising Sales Local; Tracy Chavez, EVP and director of investment operations at Publicis; Shawn Makhijani, SVP NBC Spot On and SVP business development and strategy at NBCU Owned Stations; Janet Stilson, contributing editor, TVNewsCheck, moderator; and Chaitanya Upadhyay, VP local solutions at Alphonso. Register to attend the webinar here.
Fox is the latest TV network to join Project OAR, the TV consortium designed to standardize addressable TV buying. The group also announced the formation of an agency advisory committee that includes Publicis Media, Omnicom Media Group, GroupM, IPG’s Magna Global, Dentsu Aegis, Havas and Horizon Media.
