What Buyers and TV Insiders Really Think About the Top Measurement Companies

From who's the best to work with—to what still needs improvement

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Desperate times call for desperate measures … and plenty of measurement companies desperately trying to become market contenders.

The state of measurement and currency has been up in the air since the Media Rating Council shook things up in 2021 by stripping Nielsen of its accreditation for national and local TV measurement. That led to a flurry of other companies ramping up their efforts to become the top Nielsen measurement alternative.

Meanwhile, Nielsen itself announced plans to replace C3, TV’s longtime standard metric for commercial measurement, by fall 2024.



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