MEASUREMENT

We believe in modern TV measurement.

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measurement measurement

Clear answers to questions our industry is asking about measurement

The increasing complexity of TV audience measurement across screens, devices and platforms, has called into question long-accepted methodologies and practices.

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.

Our industry is moving towards a multi-currency future, where buyers and sellers can measure and trade on the measurement solution that best fits their needs.

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.

Modern measurement enables stronger brand growth by empowering marketers with the metrics they need to fully understand the impact of their campaign on their brand and business KPIs.

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.

Formalized in 2021, the VAB Measurement Innovation Task Force was born out of our industry’s demand for greater modernity, accuracy and transparency in TV measurement.

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.

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VAB at Cynopsis Measurement & Data Conference

Join VAB's Sean Cunningham and Danielle DeLauro for discussions on TV measurement, attribution, and more.

VAB at The TV of Tomorrow Show

Ben Vandegrift, VP Measurement at VAB, speaks with industry experts on the opportunities for marketers in streaming.

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What's the Deal with Viewership Data Collection?

Learn more about the most common ways data is collected, the metrics used in cross-platform video measurement and how to ‘future-proof’ your measurement plans.

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Measurement Education Resources

Making Sense of Measurement
Today’s Innovations in Measurement – 3rd Edition
What’s the Deal with Engagement?

Answers to the most commonly-asked questions about measuring ad engagement, from the factors that increase it to the new metrics helping marketers better quantify it and its impact on a campaign.
What is?
Today’s Innovations in Measurement – 3rd Edition
What is Changing About TV Currency? – May 2023 Update

Understanding what the eventual retirement of C3 and C7 ratings mean for the industry.
MAKING SENSE OF MEASUREMENT
Today’s Innovations in Measurement – 3rd Edition
What’s the Deal with Identity?

Get a closer look at Identity, the role it plays in video measurement and answers to the most commonly asked questions.
MAKING SENSE OF MEASUREMENT
Today’s Innovations in Measurement – 3rd Edition
What’s the Deal with Viewership Data Collection?

In this piece, you’ll learn more about the most common ways data is collected, the metrics used in cross-platform video measurement and how to ‘future-proof’ your measurement plans.
WEBINAR
Today’s Innovations in Measurement – 3rd Edition
Watch Now! VAB Measurement Innovation Series Q4

In this session you will learn how Stirista was able to leverage their clients website identity tools and use their audience profiles to help retain existing customers and acquire new ones via their data-driven solutions.
IMPACT IN ACTION
Today’s Innovations in Measurement – 3rd Edition
Today’s Innovations in Measurement – 4th Edition

These case studies from eight innovative companies focus on 7 performance objectives for marketers. We also share 8 considerations you can use as you evaluate and add new solutions to your measurement plans.
IMPACT IN ACTION
Today’s Innovations in Measurement – 3rd Edition
Today’s Innovations in Measurement – 3rd Edition

Learn category-specific best practices and guidance on how to use modern video measurement strategies to drive campaign success. Real examples from across automotive, CPG, pharmaceutical, insurance and entertainment industries.
Webinar
2022 BET Awards & Beyond: A More Representative Approach to Audience Measurement at Tentpole Events
2022 BET Awards & Beyond: A More Representative Approach to Audience Measurement at Tentpole Events

BET and VideoAmp share the innovation allowing for more accurate measurement of multicultural audiences of tentpole events like the BET Awards - and how this adds value for advertisers.
Webinar
The State of TV Measurement Series
The State of TV Measurement Series

Through a series of conversations with measurement experts, we equip you with an understanding of the critical issues and opportunities within modern measurement on topics such as data privacy, local measurement and data collection.
Impact in Action
Today’s Innovations in Measurement – 2nd Edition
Today’s Innovations in Measurement – 2nd Edition

This collection of 15 video measurement case studies across 10 product categories take you step-by-step through how brands implemented their measurement solutions with a variety of platforms, such as data-driven linear, OTT and CTV.
Webinar
Today’s Innovations in Measurement – 2nd Edition
Today’s Innovations in Measurement – 2nd Edition

See the measurement case studies brought-to-life by those who helped to plan, buy, and measure the campaigns. In this series of webinars you’ll hear their expert knowledge and inside perspective and leave with real takeaways you can apply to your own campaign.
Impact in Action
Today’s Innovations in Measurement – 1st Edition
Today’s Innovations in Measurement – 1st Edition

This collection of 13 video measurement case studies will show you how brands effectively used modern measurement solutions to quantify campaign KPIs such as incremental reach, grow SOV, manage frequency and more.
Webinar
VAB Measurement Innovations Series (Q1)
Watch Now! VAB Measurement Innovations Series Q1

See the measurement case studies brought-to-life by those who helped to plan, buy, and measure the campaigns. In this series of webinars you’ll hear their expert knowledge and inside perspective and leave with real takeaways you can apply to your own campaign.
Untangling
Untangling Terminology within Video Measurement
Untangling Terminology within Video Measurement

We have simplified common video measurement terms into an 8-page glossary. Equip yourself with the definitions of terms across platforms, devices, data management and more.
A fresh take
Behind Billions of Lost TV Impressions (updated)
Behind Billions of Lost TV Impressions (updated)

Get the analysis and insight behind Nielsen’s undercount of billions of National TV impressions. Understand which genres were most impacted and the implications for marketers and programers.
UNTANGLING
Untangling Terms within Data, Identify and Privacy
Untangling Terms within Data, Identify and Privacy

We have simplified common terms into a handy glossary. Equip yourself with commonly used terms in data, identity & privacy and stay up to date on concepts used across the industry.

Webinar
The Power of Search as a Signal – And Alternative Currency – for Advertisers
The Power of Search as a Signal – And Alternative Currency – for Advertisers

In this webinar, we discuss the powerful benefits of search as a measurement currency, and why optimizing for search will drive market share growth.
Webinar & Advocary in action
Inside the Measurement Agenda: The Agency Perspective
Inside the Measurement Agenda: The Agency Perspective

In this conversation, we talk with Celeste Castle, EVP, Head of Research, of Dentsu on her perspective on the current state of TV measurement and what is most critical on the measurement agenda. The discussion focuses on the key priorities and initiatives that will help marketers embrace the future of TV measurement.
A fresh take
Quantifying TV Audiences
Quantifying TV Audiences

In this analysis, we partnered with iSpot.tv to demonstrate how metrics, particularly ad ratings, can be applied to measure and quantify audiences. Learn more about how you can quantify TV audiences and the creative solutions employed by programmers to engage their viewers.
ADVOCACY IN ACTION
Why Nielsen Lost its MRC Accreditation
Why Nielsen Lost its MRC Accreditation

As widely reported in 2021, VAB called for Nielsen’s MRC accreditation to be revoked. To help the marketplace understand why we took this unprecedented step, and why accreditation was ultimately suspended, this document provides a look at the in-depth analysis we performed.
FIVE FAST FACTS
5 Fast Facts on Nielsen Covid Measurement
5 Fast Facts on Nielsen Covid Measurement

A summary of the 5 key points of Nielsen’s undercount of TV audiences during the COVID time period.
ADVOCACY IN ACTION
Detailed Proof of Covid Panel Impairment
Detailed Proof of Covid Panel Impairment

This analysis proves claims of Nielsen’s impaired measurement.

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Industry-changing Partnerships

The VAB Measurement Innovation Task Force

Led by VAB and comprised of the industry’s senior-most research, analytics and insights executives, this coalition is working towards the advancement and transformation of multiscreen TV measurement and currency.

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OpenAP XPm Partnership

For many years, our industry has been waiting for cross- publisher metrics like deduplicated reach in order to get a true understanding of campaign exposure. Open AP’s XPm ushers the industry from the siloed measurement of linear and streaming viewership to ID-based targeting and mea- surement.

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Our Collaborations

We are committed to working with our valued partners throughout the industry to educate and advocate for a more modern, business-building future.

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Measurement News

Video Measurement Is Getting Smarter – So Why Press For A Dumb Currency?

VAB President and CEO Sean Cunningham writes that all impressions are not equal.

Latest

  • Measurement Messiness Complicates TV’s Annual Sales Season
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  • Measurement And The Macroenvironment: The Two M’s Slowing Down This Year’s Upfront Spending
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  • Cynopsis Media Tech Update: Nielsen Said It Would Continue to Use Its Legacy Panels-only Measurement System as Currency
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  • Under pressure from VAB, Nielsen delays rollout of big data currency before upfronts
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  • Nielsen Regains Key Media Accreditation
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  • Nielsen’s National TV Ratings Service Reaccredited After 19-Month Suspension
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  • Nielsen’s National TV Ratings Service Regains Accreditation from MRC
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  • VAB Takes on YouTube in Battle Over Whether Video Quality Matters in Measurement
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  • Dentsu Media, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media, RPA join JIC to Help Set Standards for Premium Cross-Platform Video Ad Currencies
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  • OpenAP and Programmers March Toward Multiple Currencies, Form Joint Committee
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  • VAB: Sell-Side JIC Is A 'Council,' Not Committee: Sheds More Light On Operational Structure
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  • Industry Groups Chip Away At Currency Problem
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  • Programmers, ad sales execs push for new ad currency standards
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  • Fox, NBCUniversal, Paramount, Warner Bros. Discovery Establish Joint Committee to Develop New Measurement Standards
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  • NEW! Broadcasters Band Together To Create A Cross-Platform TV Measurement Standard
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  • PubMatic adopts Adelaide’s attention metrics to create ‘supply chain 2.0’
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  • Nielsen Postponed Meeting To Discuss Lifting Suspension of Backing for National Ratings
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  • Paramount’s new ad sales president on alternative measurement tests
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  • Fox Using Innovid To Measure Cross-Platform Viewership
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  • Netflix strikes measurement deals ahead of new ad-supported tier
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  • Why The TV Industry Says Panels Are “In” Again
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  • Most Networks Have Increased Their Use of New Measurement Providers
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Insights

Be inspired by our data-driven storytelling to reimagine your media strategies and make informed decisions that drive business growth.

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Discover VAB-produced events and series, the latest industry news and marketplace innovation.

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