TV ad measurement looked for a new currency in 2022, but no one new has ascended the throne just yet.
After Nielsen lost its accreditation for local and national TV ratings in 2021, alternate measurement currencies saw an opening. They made their presence known in this year’s TV upfronts, and connected TV advertisers started putting real money behind them.
2022 will also be remembered for the streaming wars that ensued when Netflix and Disney+ decided to go AVOD, which added more heat and fervor to the measurement race.
Nielsen, the TV ratings giant, spent the year trying to get its cross-channel measurement platform, Nielsen ONE, out the door.
And, of course, the measurement plot twist of the year: Companies desperate for cogent TV measurement started turning back to panels for help.
It’s a classic tale of everything old is new again. But, like the future of TV viewing, the…
