TV Networks See Opportunity in Nielsen's Pandemic Botched Audience Count

While still demanding answers on the measurement company's miscalculation

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After years of complaints about shortcomings in TV audience measurement options and Nielsen’s recent rating miscalculation, major media companies are starting to take matters into their own hands.

Kelly Abcarian, evp of measurement and impact for advertising and partnerships at NBCUniversal, and John Halley, chief operating officer of advertising and revenue and evp of advanced marketing solutions at ViacomCBS, spoke with Adweek’s TV editor Jason Lynch about how they’re navigating these unchartered waters.

Media companies must keep up with evolving consumers

As times and viewership methods change, ViacomCBS is pursuing a multiple currency strategy for audience measurement as the TV business moves to more and more digital formats.

“The concept of measurements is fundamentally changing because as we move to digital, publishers and agencies have actual census counts of campaign delivery from the ad-server,” Halley said.




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