TV viewing can happen anytime, anywhere, and perhaps no research firm is more cognizant of that fact than Nielsen.
For nearly a century, the ratings and measurement giant has provided media buyers with the most up-to-date audience viewing data. But as smart and connected TVs replace traditional set-top boxes, Nielsen has had to adapt in order to accurately measure an audience’s myriad touch points with a show.
And yet Nielsen’s mission remains unchanged. “Nielsen’s job has always been to measure an entire market,” said Kelly Abcarian, svp of Nielsen’s Watch Product Architecture.