Many advertisers would still like an independent arbiter to sit in judgement of who’s watching their commercials. The new measurement currencies being offered are ultimately backed by the networks themselves, the equivalent of the student telling the teacher what grade homework should get. Omnicom Media Group is testing some of the new concepts being used by Warner Bros. Publicis Media, for example, is currently involved in tests with NBCU of work by iSpotTV, as well as with Disney, which is involved with Nielsen as it tries to launch a new measurement system later this year. Other big media buyers are working to hedge their bets as the industry tries to see what, if any, of the alternate measures might work. Some aren’t even trying to win the organization’s sign-off. Their efforts are not guaranteed: None of the companies have been accredited by the Media Rating Council, an industry body that certifies measurement processes. Discovery have aligned themselves with other measurement outlets like VideoAmp and Comscore. NBCUniversal, one of the most vocal of the media companies, is working with iSpot.TV, while units of the newly-merged Warner Bros.
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And while Nielsen is getting ready to introduce its own new methodology, flaws in its current technique caused it to lose industry accreditation last September, spurring TV networks to try to devise their own systems of counting viewership.
In 2022, when more people are migrating away from traditional linear TV and streaming programs at moments of their own choosing, however, those benchmarks are no longer sufficient. Horizon’s move puts a spotlight on new complexities surfacing in the business of television, which for years has been graded based on Nielsen measures of how many people watched a particular piece of content. “Without a doubt, a multi-currency ecosystem will become the new norm for transacting business, and we intend to lead that charge.” “For us, the goal is quite simple - to better measure the impact of our campaigns and the networks which contribute most to business success, versus simply measuring impression viewership,” said David Campanelli, Horizon Media’s chief investment officer, in a statement. TV networks try to sell the bulk of their commercial inventory for their next cycle of programs. Horizon will continue to use Nielsen measures, but also intends to incorporate “2-3 alternate currencies” as a bedrock for striking deals in the upfront, when U.S.
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