We believe in modern TV measurement.

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.

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.

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.

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.