Execs Grade the TV Industry on How It Tackled Measurement Problems This Year

Network presidents, buyers and ad sales chiefs weigh in on one of their biggest challenges

As part of Adweek’s Year in Review coverage, the television industry’s key movers and shakers have been reflecting on the past year.

After TV’s top execs looked back on the most important thing they learned in 2021, and TV ad sales chiefs and buyers talked about how the marketplace evolved this year, we asked both groups to weigh in on one of the industry’s biggest challenges: measurement.

This year saw Nielsen—which spent months facing off with networks over pandemic undercounting—get stripped of its third-party accreditation and several other companies, from rival measurement firms to the networks themselves, look to fill the gap.

So how well did the industry do at addressing its measurement problems this year? Here’s what execs had to say:

How did the industry fare at tackling its measurement issues this year compared to what you had expected? And what needs to be addressed first going into 2022?

Dani Benowitz, U.S.



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