Newsletter sign-up
Does my company subscribe?
Contact Sales:1-800-405-0844
EMARKETER
Log in
Become a ClientGet a DemoPricing
ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The great telecom shift: Skyward expansion meets data consolidation

Article |
 Jan 5, 2026

Revisiting the Visa, Mastercard settlements with merchants

Article |
 Jan 5, 2026

Sapphire Reserve Trips capitalize on Gen Z, millennial hunger for authentic experiences

Article |
 Jan 5, 2026

Four crypto trends from 2025

Article |
 Jan 5, 2026

AI powers the back-end of digital marketing more than the front-end

Article |
 Jan 5, 2026

2025 was a major year for bank M&A

Article |
 Jan 5, 2026

Will Canada stay behind the curve on stablecoins?

Article |
 Jan 5, 2026

The big answers: EMARKETER Daily quiz

Article |
 Jan 2, 2026

ChatGPT wins on health queries, pressuring niche AI tools

Article |
 Jan 2, 2026

Creators prioritize brand quality and shared values in partnerships

Article |
 Jan 2, 2026
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Ad Measurement Trends H1 2024

The Converged TV Market Drags Its Feet in Changing the Currency Regime

Report by Evelyn Mitchell-Wolf  |  Apr 11, 2024
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
The converged TV measurement revolution stalls for another year
Nielsen will be the primary currency provider for the 2024 upfronts
The market favors audience data despite privacy implications
What are marketers’ next steps?
EMARKETER Interviews
Sources
Media Gallery
About This Report
As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.
Topics
TV Advertising
US
Table of Contents
Executive Summary
The converged TV measurement revolution stalls for another year
Nielsen will be the primary currency provider for the 2024 upfronts
The market favors audience data despite privacy implications
What are marketers’ next steps?
EMARKETER Interviews
Sources
Media Gallery

Another year of currency chaos is in the books. With the legacy option still in play, the converged TV market continues to rely heavily on outdated measurement methodology. But there are signs of progress.

Key Question: How has linear and streaming TV ad measurement progressed in the past year, and which currency provider is favored to prevail this upfront season?

Most US Advertisers Still Need to Learn More About Non-Legacy Currencies Ahead of the 2024 Upfront
E-Mail ChartDownload

Key Stat: The share of advertisers who are very interested in non-legacy TV currencies hasn’t budged since the 2023 upfronts. Any new interest is from advertisers who still need to learn more before committing.

authors

Evelyn Mitchell-Wolf

Contributors

Ross Benes
Senior Analyst
Tracy Tang
Senior Researcher
Max Willens
Senior Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
EMARKETER

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844sales@emarketer.com

* Copyright © 2026 
EMARKETER Inc. All Rights Reserved.