Despite consumers’ rapidly evolving viewing habits, the industry has held fast to outdated panel-based measurement. But with Nielsen retiring its legacy panel-only offering in the fall, the industry will be forced to transact on big data-based currency this upfront season.

Key Question: How do Nielsen’s competitors stack up, and how will the currency conversation play out at this year’s upfronts?

Key Stat: Eighty-five percent of US brand and agency decision-makers who used alternative currencies in the 12 months prior to July 2024 deemed them at least as effective as Nielsen, according to Advertiser Perceptions.

This report can help you:

• Develop media strategy (brands and agencies)
• Showcase opportunities to customers and develop go-to-market strategy (agencies, media platforms, and solution providers)