The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

On today's episode, we discuss how in-flight measurement helps marketers do more with less, the importance of an integrated cross-platform/media performance view, and how to be thoughtful about selecting KPIs. "In Other News," we talk about the significance of Nielsen regaining its accreditation for national TV ratings and what to make of Netflix struggling to livestream its "Love Is Blind" reunion. Tune in to the discussion with our analyst Paul Verna and Stephanie Gall, senior manager of measurement products at Cint.

We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year—in other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

Nielsen regains key MRC accreditation ahead of 2023 upfronts: This comes as a number of measurement rivals go after the incumbent leader’s turf.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

TV ad measurement hits growing pains: WBD partner picks, YouTube spat signal future of measurement will look fractured for some time.

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

The long goodbye for TV advertising: The longtime de facto ad channel kicked off a slow death that will take years to complete as digital channels claim the throne.

Nielsen suspension remains as rivals try to capitalize: The monopolistic measurement player will be hard to oust, given how much money is at stake.

New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.

Following two tough years, US OOH ad spending will near its pre-pandemic levels in 2022, as advertisers embrace traditional outdoor placements, particularly billboards.

Streaming hits a major milestone: Time spent streaming beat out broadcast and cable for the first time ever last month.

Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

Podcast listening keeps making gains, and the medium is becoming a bigger part of marketers’ audio strategies.