Comscore, iSpot and VideoAmp all reaffirmed last year’s full certification and currency-grade readiness, according to the broadcaster-backed joint industry committee (JIC)’s mid-term audit released Thursday.
Ever since Nielsen was dinged for undercounting TV viewers during the pandemic, its competitors have been fighting to convince buyers and sellers alike to adopt them as alternatives. And yet, some industry insiders argue that alt currencies weren’t ever meant to supplant Nielsen.
The broadcaster-backed joint industry committee certified iSpot as a national currency. The JIC already certified Nielsen’s other competitors – VideoAmp and ComScore – in April.
Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.
The broadcaster-backed joint industry committee announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s upfront negotiations.
The MRC and the broadcaster-backed joint industry committee released a joint statement to clarify the difference between them, which has been a charged topic ever since the JIC formed last year.
2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.
AdExchanger asked a handful of agencies and advertisers to (anonymously) name which they consider to be the top TV currency contenders going into 2024.
TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.
The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.
