Born of the Industry’s Need
The Task Force was born out of our industry’s demand for greater modernity, accuracy and transparency in TV measurement.
Comprised of the industry’s senior-most research, analytics and insights executives, this coalition, led by VAB, has been working to solve complex issues in measurement since early 2021 and was formalized into the VAB Measurement Innovation Task Force in October 2021.
Shared Commitment to Accuracy
Rooted in facts, data and the full transparency of our efforts, the Task Force is working towards the advancement and transformation of multiscreen TV measurement and currency. We are tackling today’s most important issues with urgency, and also proactively working towards a higher standard of measurement for tomorrow.
How We Help You
Accurate TV measurement is essential to all corners of our industry. Marketers rely upon it to build business-growing marketing plans and ad sellers need to ensure that every impression is counted and fairly valued. We actively support our partners in the industry who are developing more modern, transparent and accurate measurement solutions.
“I believe we are on the verge of a tipping point in terms of measurement of video and the currencies we transact on moving forward.”
David Campanelli, EVP Chief Investment Officer, Horizon Media
Our Latest Work
Today’s Innovations in Measurement - Q4 2022
Real-world case studies from industry innovators
Today’s Innovations in Measurement - Q3 2022
Category-specific guidance and best practices for using TV Measurement
Behind Billions of Lost TV Impressions (Updated)
How Nielsen’s audience undercount took 54 billion ad impressions out of the TV marketplace
MRC Votes to Suspend Nielsen’s National and Local Market Accreditation
Why Nielsen’s accreditation was revoked.
Today’s Innovations in Measurement - Q2 2022
15 Real World Case Studies Across 10 Product Categories
Today’s Innovations in Measurement - Q1 2022
13 real world case studies across 10 product categories
Uncovered billions of lost ad impressions
54 billion ad impressions discovered through 350+ re-processed runs, 1,150 excel files across 15 factors and 6 demos
Revealed billions of uncounted multicultural impressions
12 billion Black impressions and 10.5 billion Hispanic impressions were not counted, further exacerbating challenges with properly counting these segments
Determined millions of ad inventory could not be sold
A staggering $690 million of ads could not be bought or sold as a result of the undercounting
VAB claims Nielsen undercounting of out of home equates to $700M TV ad revenue loss
VAB Insights, in collaboration with the VAB Measurement Innovation Task Force, uncovered the staggering size and scope of the latest audience undercount, which holds significant implications for both buyers and sellers.Learn More
The Task Force in the News
Want to know more about The Task Force?
Stay up-to-date on the latest at VAB and other industry leaders as we discuss important topics, strategies and innovations in media today.Learn more
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VAB is at the center of the conversation on measurement and is shaping the narrative through our thought leadership, curated series and events.Learn more