TV measurement is such a mess that the conversation now warrants an upfront presentation of its own.
The new joint industry committee (JIC) that formed this year to create video currency standards held a summit in New York ahead of upfront week.
The JIC is looking to set the record straight on not just its requirements for currency, but also that it believes those requirements are sufficient even without requiring MRC accreditation.
The underlying thread here is the urgency to get alternative measurement ready for transaction by next year. And big data is at the heart of those plans, which is why Nielsen is visibly absent from the JIC’s membership.
Just days after Nielsen resecured its accreditation from the Media Rating Council (MRC) for its panel-based national ratings, it nixed its plans to include big data in its…
