It was perhaps the busiest year ever for media and marketing measurement, as rivals to industry heavyweight Nielsen made inroads, Nielsen went private and failed to regain Media Rating Council accreditation and media budgets shifted quickly toward connected TV. Here are 10 of the biggest milestones.
Nielsen rivals advance
ISpot.tv, VideoAmp, ComScore and Samba TV all won deals to serve as currency alternatives to market leader Nielsen in upfront deals from networks including NBCUniversal, Paramount, Fox and Disney Advertising. In some cases, they made substantial inroads, with NBCU reporting that it did more than 40% of upfront deals on non-Nielsen currencies, and Horizon Media saying it would write up to 15% of its upfront deals in currencies other than Nielsen.
Nielsen re-accreditation delayed
Nielsen, whose CEO David Kenny had predicted the restoration of Media Rating Council accreditation in months rather than years when it was suspended in September 2021, failed to get it reinstated. That re-accreditation isn’t expected to happen until early 2023 at the earliest now, as Nielsen also rolls out its next-generation Nielsen One big data and panel cross-platform measurement.
Nielsen goes private
Facing growing competition in its lucrative TV measurement business, Nielsen was taken private by a group led by Elliott Investment Management and Brookfield Business Partners for $16 billion. The deal, announced in March, closed in October. The impact of the move remains to be seen, though Nielsen began a reorganization under its new ownership in December.