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Key stat: 25% of US TV/video ad buyers want to have three currencies for impression measurement, according to March 2023 data from the Interactive Advertising Bureau, Standard Media Index, and Advertiser Perceptions. Another 45% opt for four or more currencies.

Beyond the chart:

• “The massive shifts from linear to CTV [connected TV] over the past decade have rendered Nielsen’s methodology obsolete,” our analysts noted in our Advertising Trends to Watch in 2024 report.
• Still, we predict Nielsen will continue to be a key player in a multicurrency world as it can measure across both linear and digital platforms.
• In 2024, 68.4% of people in the US will be CTV viewers, according to our September 2023 forecast.

Use this chart:

• Assess CTV measurement strategy.
• Consider the number of currencies used.

More like this:

• US advertising and agency hiring soars amid forecasts calling for 2024 spending growth
• Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions
• 3 ad channels bolstering the growth of the US ad market
• People are watching longer TikToks. What does that mean for competition with YouTube?

Note: Respondents were asked, "When thinking about the evolving TV/video marketplace, how many common, unified currencies should there be for impression measurement?"

Methodology: Data is from the May 2023 Interactive Advertising Bureau (IAB) report titled "2022 Video Ad Spend & 2023 Outlook" in partnership with Standard Media Index (SMI) and Advertiser Perceptions. 360 US TV/video ad buyers were surveyed online during February 21, 2022, to March 10, 2023.