The Dire Need For New Measurement

By Nathan Skid | November 21, 2016 | 1:30

Viewer fragmentation across screens and devices is wreaking havoc on the traditional TV advertising ecosystem, leaving the marketing industry in desperate need of a new way to measure the total audience.

Enter Nielsen’s long-awaited Total Audience Measurement, which it says will capture all of the incremental and delayed viewing, serving it as one total audience number to both the networks who want to count their entire audiences and the buyers who are sick of guessing when it comes to reach.