MEASUREMENT

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measurement measurement

Clear answers to questions our industry is asking about measurement

The increasing complexity of TV audience measurement across screens, devices and platforms, has called into question long-accepted methodologies and practices.

In addition, as exposed by the VAB Measurement Innovation Task Force, there are serious concerns with the transparency and accuracy of Nielsen’s reporting. A series of Nielsen-admitted errors have cost the TV industry billions in revenue and resulted in the MRC revoking Nielsen’s accreditation. The “trifecta” of increased measurement complexity, serious questions about the existing legacy solution, and the availability of new, advanced measurement options has resulted in widespread demand for more choice among both buyers and sellers when it comes to measurement partners.

Our industry is moving towards a multi-currency future, where buyers and sellers can measure and trade on the measurement solution that best fits their needs.

A recent survey conducted by the VAB Task Force found widespread adoption of new measurement solutions in the ‘22/’23 upfront. To learn more about what’s next for TV measurement, the latest in data & privacy, data collection methods, implications for local measurement and more, watch VAB’s State of TV Measurement series.

Modern measurement enables stronger brand growth by empowering marketers with the metrics they need to fully understand the impact of their campaign on their brand and business KPIs.

This also empowers media sellers to better compete with digital platforms who are offering these metrics to advertisers. Increased competition results in a more dynamic, future-forward marketplace. Looking for real examples of how brands are successfully using new measurement solutions to achieve their KPIs? Check out our quarterly Measurement Innovations Series for case studies across a variety of product categories.

Formalized in 2021, the VAB Measurement Innovation Task Force was born out of our industry’s demand for greater modernity, accuracy and transparency in TV measurement.

Through advocacy, educational resources, partnerships and collaborations, the VAB and the VAB Measurement Innovation Task Force are leading the industry as it makes faster and deeper in-roads into a multi-measurement marketplace.

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Advanced Measurement Solutions Directory

This guide provides clarity on the topline capabilities of measurement solutions in the video ecosystem today. It features the capabilities of 14 inaugural partners and several case studies showcasing their effectiveness across a range of KPIs.

VAB's Ben Vandegrift at Innovid's Measurement Mondays

In the first Measurement Monday takeover by Innovid, Benjamin Vandegrift, VP of Measurement Solutions, shares how VAB is answering the most important questions in modern measurement today through our 'What's the Deal with' Series.

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The State of TV Measurement 2023

Available on demand: Watch VAB's three-day executive roundtable series on the current and future state of modern TV measurement.

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Measurement Education Resources

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Industry-changing Partnerships

The VAB Measurement Innovation Task Force

Led by VAB and comprised of the industry’s senior-most research, analytics and insights executives, this coalition is working towards the advancement and transformation of multiscreen TV measurement and currency.

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OpenAP XPm Partnership

For many years, our industry has been waiting for cross- publisher metrics like deduplicated reach in order to get a true understanding of campaign exposure. Open AP’s XPm ushers the industry from the siloed measurement of linear and streaming viewership to ID-based targeting and mea- surement.

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Our Collaborations

We are committed to working with our valued partners throughout the industry to educate and advocate for a more modern, business-building future.


Measurement News

For Broadcast, 2024 Will Be The Year Of Multiple Currencies

VAB President & CEO Sean Cunningham shares insights on the multi-currency landscacpe. Read more at TV News Check.

Latest

  • How marketers can be ‘apex shot-callers’ again as ad fraud hits $84B
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  • Samba TV to launch Nielsen-rival panel with HyphaMetrics
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  • VAB halts ANA talks—TV trade group cites Google and Meta’s influence on marketer group
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  • One Transparency Standard Needed for Premium Video Industry: VAB’s Cunningham
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  • Comscore, iSpot and VideoAmp get JIC’s conditional certification for currency measurement
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  • Google’s Second, Worse Wave Of Alleged Ad Fraud Means Advertisers Need Full Transparency
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  • YouTube Ads May Have Led to Online Tracking of Children, Research Says
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  • An Interview with Adalytics: An insider's look at the latest Google ad fraud allegations
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  • What Google and YouTube’s alleged ad scandal says about the industry
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  • How To React To YouTube’s Fraud Scandal? Treat It As If It Were TV
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  • Losing Trust: VAB’s Cunningham on Ad Fraud in the Industry
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  • Did Google mislead advertisers about TrueView skippable in-stream ads for the past three years?
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  • Google Violated Its Standards in Ad Deals, Research Finds
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  • Quigley Simpson’s Marsden: Ad Fraud Remains “a Huge Problem”
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  • Google's video ads face fresh doubts about inventory quality after scathing study
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  • ANA Provides "First Look" at In-Depth Programmatic Media Transparency Study
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  • Video Measurement Is Getting Smarter – So Why Press For A Dumb Currency?
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  • VAB Takes on YouTube in Battle Over Whether Video Quality Matters in Measurement
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  • How the Joint Industry Committee Will Certify Nielsen Alternatives
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  • Alt Currencies Are Top Of Mind, But The TV Measurement Debate Is Far From Over
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  • Keeping Score In Media Measurement 2023: Nielsen And Its Competitors
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  • Measurement Messiness Complicates TV’s Annual Sales Season
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  • Measurement And The Macroenvironment: The Two M’s Slowing Down This Year’s Upfront Spending
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  • Cynopsis Media Tech Update: Nielsen Said It Would Continue to Use Its Legacy Panels-only Measurement System as Currency
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  • Under pressure from VAB, Nielsen delays rollout of big data currency before upfronts
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  • Nielsen Regains Key Media Accreditation
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  • Nielsen’s National TV Ratings Service Reaccredited After 19-Month Suspension
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  • Nielsen’s National TV Ratings Service Regains Accreditation from MRC
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  • Dentsu Media, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media, RPA join JIC to Help Set Standards for Premium Cross-Platform Video Ad Currencies
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  • OpenAP and Programmers March Toward Multiple Currencies, Form Joint Committee
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  • VAB: Sell-Side JIC Is A 'Council,' Not Committee: Sheds More Light On Operational Structure
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  • Fox, NBCUniversal, Paramount, Warner Bros. Discovery Establish Joint Committee to Develop New Measurement Standards
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