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Like winter on Game of Thrones, total audience measurement is coming—and soon. That was Nielsen's mantra during the company's "Measuring the Total Audience" seminar Monday at Advertising Week.
"By the end of this year, we'll have most of these pieces in place," said Steve Hasker, Nielsen's global president, referring to the firm's total audience measurement, which he said will provide a total audience read across all linear and digital platforms daily. The new data, he added, will give advertisers, buyers and networks "the ammunition to move beyond C3 and C7" when it comes to advertising metrics.