The TV industry, long measured by Nielsen, continues to offer up new yardsticks to Madison Avenue.
ViacomCBS said it would take a more active role in the TV industry’s ongoing quest to develop new audience-measurement alternatives by teaming up with data company VideoAmp and developing a new means of tracking the reach of advertising among linear and digital viewers. The company, which controls some of the most-watched outlets on TV, including the CBS broadcast network and the Nickelodeon kids-cable outlet, is the latest to burnish new methodologies as Nielsen’s longstanding system is under scrutiny in a new digital era.
“Our vision is that of a multi-currency future,” says John Halley, chief operating officer of ad revenue at ViacomCBS, in an interview. He believes traditional measurement companies like Nielsen and Comscore “are going to be part of a large re-imagining of the measurement ecosystem” that will see different types...
ViacomCBS said it would take a more active role in the TV industry’s ongoing quest to develop new audience-measurement alternatives by teaming up with data company VideoAmp and developing a new means of tracking the reach of advertising among linear and digital viewers. The company, which controls some of the most-watched outlets on TV, including the CBS broadcast network and the Nickelodeon kids-cable outlet, is the latest to burnish new methodologies as Nielsen’s longstanding system is under scrutiny in a new digital era.
“Our vision is that of a multi-currency future,” says John Halley, chief operating officer of ad revenue at ViacomCBS, in an interview. He believes traditional measurement companies like Nielsen and Comscore “are going to be part of a large re-imagining of the measurement ecosystem” that will see different types...
- 9/28/2021
- by Brian Steinberg
- Variety Film + TV
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