NBCU Recruits Big Advertisers, Media Buyers to Vet New Audience Measures

NBCU Recruits Big Advertisers, Media Buyers to Vet New Audience Measures
NBCUniversal is on a quest to find something often believed elusive: a new system of measuring TV audiences who don’t always use traditional television to watch their favorite shows. Rather than go it alone, the company is bringing together a group of allies.

Target, Ford Motor, Citigroup, Pfizer, L’Oreal, Volkswagen and Wayfair are among the entities that have joined a new forum that NBCU expects to brief regularly as it explores new measurement technologies and concepts from more than 80 different companies. The probe is part of a bid to spur the broader media and advertising sector to consider new ways of counting audiences who are just as likely to stream “Law & Order: Svu” and “Saturday Night Live” as they are to watch it in linear fashion.

“Measurement is a team sport and has always been a team sport,” says Kelly Abcarian, executive vice president of measurement and impact
See full article at Variety »

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