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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.

Just Announced!
NEW! National Programmers Launch First U.S. Premium Video Currency JIC

Joint Industry Council Enables Multi-Currency Future, Accelerating Path to Cross-Platform Measurement.

VAB at Advertising Week NY!

Our sessions on The Screening Room stage at Advertising Week NY are on-demand! Watch our sessions now.

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Today’s Innovations in Measurement - Q4 2022

These real-world examples show you how brands are finding success through modern measurement solutions.


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

Just in! OpenAP and Programmers March Toward Multiple Currencies, Form Joint Committee

The assembly will create measurement certification and a unified streaming viewership dataset. Learn more.


  • Programmers, ad sales execs push for new ad currency standards
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  • Fox, NBCUniversal, Paramount, Warner Bros. Discovery Establish Joint Committee to Develop New Measurement Standards
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  • NEW! Broadcasters Band Together To Create A Cross-Platform TV Measurement Standard
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  • PubMatic adopts Adelaide’s attention metrics to create ‘supply chain 2.0’
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  • Nielsen accreditation status to remain suspended
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  • Nielsen Postponed Meeting To Discuss Lifting Suspension of Backing for National Ratings
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  • Paramount’s new ad sales president on alternative measurement tests
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  • Fox Using Innovid To Measure Cross-Platform Viewership
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  • Netflix strikes measurement deals ahead of new ad-supported tier
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  • Why The TV Industry Says Panels Are “In” Again
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  • Most Networks Have Increased Their Use of New Measurement Providers
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