As Measurement Looks Back, the TV Industry Should Look Ahead

Even as Nielsen loses accreditation—smart advertisers require much more than outdated measurement tools

For 70 years in this country, the television business has been driven by measurement, which has been provided almost exclusively by Nielsen. For decades, television shows, networks, careers and brands rose and fell based on one company’s ability to measure viewership, and the resulting economic activity unleashed through that core competency.