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TV’s Latest Epic Battle: Upstart Audience Measurement Firms Take Aim at Nielsen’s Ratings Dominance
A cadre of upstart firms and investors are doing battle with Nielsen to dominate audience measurement data reporting for the streaming era.
In the early afternoon hours of Feb. 12, iSpot, one of a handful of audience-measurement upstarts that are vying for business from many of Nielsen’s top clients, issued “preliminary audience measurement estimates” for Super Bowl viewership, projecting the Big Game had lured more than 126.6 million viewers across TV, linear, streaming and out of home watching. In an era when streaming is disrupting the traditional media business, there are many firms with deep pockets who hope to make at least a few bucks while they upend the practice of counting the viewers who watch TV programs and commercials. More marketers are placing new emphasis not on delivering mass audience impressions for their commercials, but tangible evidence that the people who saw the ads were spurred to take action, like visiting an auto showroom or buying a movie ticket.
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