As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.
Another year of currency chaos is in the books. With the legacy option still in play, the converged TV market continues to rely heavily on outdated measurement methodology. But there are signs of progress.
Key Question: How has linear and streaming TV ad measurement progressed in the past year, and which currency provider is favored to prevail this upfront season?
Key Stat: The share of advertisers who are very interested in non-legacy TV currencies hasn’t budged since the 2023 upfronts. Any new interest is from advertisers who still need to learn more before committing.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 4 Charts: Reliable data in simple displays for presentations and quick decision making.
- 13 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- The converged TV measurement revolution stalls for another year
- Nielsen will be the primary currency provider for the 2024 upfronts
- The market favors audience data despite privacy implications
- What are marketers’ next steps?
- Interviews
- Sources
- Media Gallery
Charts
- Most US Advertisers Still Need to Learn More About Non-Legacy Currencies Ahead of the 2024 Upfront
- Connected TV (CTV) Will Account for All Growth in the Converged TV Market After 2024
- Nielsen Is Still the Currency Provider With The Widest Adoption Among Major Networks
- IP Address Churn More Than Halves The Addressable Audience in Three Months
Interviewed for This Report
- Fabrice Beer-Gabel - Intent IQ, Vice President, Strategy and Partnerships
- Moe Chughtai - MiQ, Global Head, Advanced TV
- John Donahue - Up & to the Right, Partner
- David Dworin - FreeWheel, Chief Product Officer
- Richie Hyden - IRIS.TV, Co-Founder, President, and COO
- George Ivie - Media Rating Council (MRC), CEO and Executive Director
- Ray Kingman - Semcasting, CEO and Founder
- Jonathan Low - The Trade Desk, Senior Director, CTV Partnerships
- Jason Manningham - Blockgraph, CEO
- Ron Pinelli - Media Rating Council (MRC), Associate Director and Senior Vice President, Digital Research and Standards
- Nicole Scaglione - PubMatic, Global Vice President, CTV/OTT and Online Video
- Amol Waishampayan - fullthrottle.ai, Chief Product Officer
- Jon Watts - Coalition for Innovative Media Measurement (CIMM), Managing Director
