Nielsen, a dominant player in TV measurement, is sunsetting its legacy panel-only measurement system, forcing advertisers to adopt big data-based metrics for the upfront season.
This shift is critical as advertisers seek more granular, real-time data to track campaign performance across linear and CTV platforms.
According to eMarketer’s Ad Measurement Trends H1 2025 report, 85% of US brand and agency decision-makers who used alternative currencies in the 12 months prior to July 2024 found them at least as effective as Nielsen’s, signaling growing confidence in new measurement solutions.
Advertisers are exploring multiple currencies, as no single provider dominates. The transition to big data metrics allows for better tracking of cross-platform campaigns, addressing the fragmentation of audiences across linear TV, CTV, and digital video.
Nielsen’s expansion of Ad Intel to cover 20 individual platforms, capturing 95% of the US CTV ad market, provides advertisers with transparency to analyze competitor strategies and optimize budgets. This is particularly relevant for consumer packaged goods and retail sectors, which are outspending linear TV on CTV in Q1 2025.
Emphasis on Outcome-Based and Attribution Metrics: Advertisers are increasingly focused on outcome-based measurements tied to conversions or sales, especially in CTV, where tracking from ad exposure to purchase is more feasible. eMarketer’s Guide to Connected TV report highlights that CTV’s measurement advantage lies in its ability to track consumer journeys, particularly for shoppable ads, which deliver measurable returns on ad spend.
AI is transforming TV measurement by enabling real-time optimization and predictive segmentation. eMarketer reports that platforms like Netflix and YouTube are using AI tools to deliver personalized, context-aware ads, improving engagement and measurement accuracy.