Nielsen has spent two years putting together its new total audience measurement tool, but as the company prepares to cross the finish line, it still has a major hurdle to clear: getting the industry to move beyond the current C3 and C7 ratings metrics for national TV advertising. Last week, Nielsen got the ball rolling by assembling 25 top industry executives to discuss how the metrics should evolve.
Nielsen gave Adweek a first look at the service this week—and we answered additional questions about it—but as the company begins rolling out the new data in December, showing for the first time how content is viewed across all platforms, networks won't be able to monetize the ratings information because advertising business is still conducted on C3 and C7 metrics.
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