For Broadcast, 2024 Will Be The Year Of Multiple Currencies
True cross-platform measurement is also on the industry’s mind, while local linear TV measurement falls further behind.
Nielsen on Wednesday dismissed the Video Advertising Bureau’s earlier complaints about plans to use first-party data from Amazon to measure viewing of Thursday Night Football on Prime Video.
“We recognize this is a period of exceptional change in which all parties are at different stages of their own evolution,” Nielsen CEO of audience measurement business Karthik Rao said in a letter to VAB president and CEO Sean Cunningham. “However, the search for perfection risks further delaying the measurement innovations that will ultimately help drive the industry into the future. We believe that our principled, transparent and open approach to integrating first-party data requires all publishers to play by the same rules and will accelerate the industry’s move toward a streaming-first world.”
The Video Advertising Bureau (VAB), representing television networks, asked Nielsen not to go forward with its plan to incorporate viewing data from Amazon when coming up with the audience estimates advertisers will use to determine how much they pay for commercials on Thursday Night Football on Amazon’s Prime Video.