The NFL is challenging Nielsen’s ratings accuracy, with chief data and analytics officer Paul Ballew telling the Wall Street Journal the firm is “systematically undercounting” millions of viewers. Nielsen countered that its new “Big Data + Panel” product—combining set-top box data with digital signals from 45 million homes—makes this season the most accurate yet. The dispute highlights mounting pressure on Nielsen as streaming reshapes sports viewership. While rivals gain traction, Nielsen remains the dominant measurement firm, but slow integration of first-party data from streaming services leaves major partners like the NFL frustrated. The debate underscores urgency in modernizing TV ratings.

Streaming captured 47.3% of US TV viewing in July, a record share that underscores the medium’s dominance as linear declines. YouTube rose to 13.4% of TV use, its highest level yet, while Netflix surged 5% month-over-month to 8.8%, leading the top 10 streaming titles. The Roku Channel and Peacock also hit records, fueled by strong franchises and creator-driven content. Meanwhile, cable slid to 22.2% and broadcast fell to a new low of 18.4%. With YouTube and Netflix now equaling cable’s share, streaming has become the default destination for mass viewing—even as subscription fatigue looms.

The news: Comscore, iSpot, and VideoAmp passed the Joint Industry Committee’s (JIC) midterm audit to maintain certification for the 2025-2026 broadcast season. Our take: The JIC’s certification and sports-heavy audit process could help iSpot, Comscore, and VideoAmp gain ground on Nielsen.

The news: Advertisers are prioritizing interactive video ads to capture users and boost engagement as social media and YouTube consume ad spend. 52% of advertisers expect to use interactive features in at least 26% of their ads this year, per Digiday and PadSquad’s 2025 State of the Industry survey. Only 7% neither use and nor plan to use interactive video features in their ads. Our take: In a saturated media market, getting and keeping consumers’ attention is a difficult endeavor. Integrating gamified features and personalized media elements can help ensure that marketing campaigns are seen and not just scrolled past.

The news: Roblox’s lack of third-party measurement tools is becoming a hurdle for advertisers. The platform has minimal independent insights into standard metrics like reach and performance outcomes, per Digiday. As a result, potential customers are hesitant to start investing in ads on Roblox, which could dampen company growth. Our take: Roblox commands enormous engagement, especially with younger users, and it has a wealth of assets to attract advertisers and bolster its revenue. However, without accessible measurement offerings that meet industry standards, Roblox’s growth as a major ad channel may remain limited.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

54% of global marketers are slashing ad spend, says Nielsen: The need for adaptability, rather than bigger budgets, is more prominent than ever.

Advertisers battle economic difficulties as they head into upfront negotiations.

On today’s podcast episode, we discuss how March Madness viewership stacked up this year, if women’s college basketball was able to sustain the bump from the ‘Caitlin Clark effect’, and how viewers of women’s sports are both different and the same. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, Vice President of Content Paul Verna, and Vice President of Inclusive Insights Charlene Polite Corley. Listen everywhere and watch on YouTube and Spotify.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

VideoAmp gains on Nielsen, partners with Televisa: The company’s Upfront event highlighted the major changes across the measurement landscape.

With video ad completion rates topping 80% and new measurement partners onboard, Roblox is positioning itself as a premium ad platform for younger audiences.

By integrating iSpot’s tools, Paramount aims to attract ad dollars with sharper data on purchases, attention, and campaign impact across TV and streaming.

YouTube tops TV rankings: Nielsen’s February data shows YouTube capturing 11.6% of TV viewing, overtaking Disney and redefining the streaming landscape.

Grammys’ viewership miss emphasizes Super Bowl power: The awards show ended a three-year streak of viewership bumps ahead of this weekend’s Super Bowl.

Nielsen and Paramount bury the hatchet: Measurement renewal deal offers a glimpse into the state of Nielsen competitors.

Nielsen ends panel-only ratings as big data becomes the norm: Recent MRC accreditation sets the stage for a new era of measurement.

Nielsen earns a big measurement accreditation: Its Big Data + Panel product will help it remain on top in 2025 Upfronts.

Kantar Media is sold for $1 billion as measurement heats up: Private equity sees a big opportunity in the rapidly changing landscape.

CTV inventory has surged, but the linear TV ad market remains much larger.