What Marketers Need to Know About the Transformation of TV Measurement

The VAB's Sean Cunningham on an audience-first mindset

After technological advancements, a global pandemic and a major ratings miscalculation by Nielsen, TV consumption and viewership are evolving at record speeds. At Adweek’s Elevate TV and Video Measurement event, Sean Cunningham, chief executive officer of VAB, laid out a few basic principles for marketers to start preparing for the future of TV.