Advertisers may never see the likes of Nielsen again: NBCUniversal announced it is creating an independent measurement system in partnership with other firms.
What NBCUniversal's declaration of independence means for the future of TV measurement. The news: NBCUniversal announced Monday it is partnering with “a broad network of trusted partners” to create “a full suite of interoperable measurement solutions” in light of what it views as a failure of legacy measurement currencies to measure changing viewing habits.
Measurement has long been one of the biggest pain points for brands working with influencer marketing. In fact, 79% of US marketers surveyed by the Association of National Advertisers (ANA) in June 2020 said their leading challenge with influencer marketing was measurement, and 76% said it was proving ROI.