Ad execs are deeply skeptical that TV measurement will ever catch up to digital — putting comScore and Nielsen on notice and billions on the line

The way that video advertising is measured is going through significant changes, and many are starting to question whether comScore/Nielsen are up to the task.

U.S. TV homes according to Nielsen:
1) 2017–18–119.6M
2) 2018–19–119.9M (↑ 0.2%)

Software + Data: Media buyers and planners are now faced with a near limitless number of options for where to advertise and who to target. The role of software will only grow as complexity increases.

Going their own way: NBCUniversal has gone so far as to launch their own measurement product. Expect this to continue with other networks.

Flashback #1: Facing pressure from clients, Nielsen says it is changing how it measures television ratings

Simple math. More households w/ streaming TV = more fragmentation in viewership between digital and linear TV = increasing difficulty in measuring total viewership.

Quote from Bob Greenblatt — Chairman @ NBC Entertainment.
“I don’t think the broadcasting narrative should be linear versus digital anymore, but rather linear plus digital,”… “I would love to get to a point where the live, same-day rating was the proverbial dinosaur instead of the broadcast network.”

Estimated impact on ratings when non-live (35 days) of viewing is added:
1) CBS Average — ↑ 53%
2) Big Bang Theory — ↑ 66%
3) Bull — ↑ 57%

Flashback #2: Nielsen Will Give Digital-Ratings Credit for Video Views on Facebook, Hulu, YouTube

More #1: The future of TV is now (or never)

More #2: This just in: TV advertising still works

More #3: Can the TV Industry Finally Embrace Technological Transformation?