C3, TV’s standard metric for commercial measurement since 2007, could be on its last legs.
Nielsen said today it will create more precise Nielsen Individual Commercial Metrics, in which its audience estimates will be based on each individual ad, instead of overall commercial minutes. The switch, the company said, will help narrow the gap between digital and linear measurement.
While Nielsen will begin preparing for the new metric early next year, the company expects that it will not replace C3 until fall 2024.
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