Ad Measurement Trends H1 2024

The Converged TV Market Drags Its Feet in Changing the Currency Regime

Report by Evelyn Mitchell-Wolf  | UPDATED: May 10, 2024
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
The converged TV measurement revolution stalls for another year
Nielsen will be the primary currency provider for the 2024 upfronts
The market favors audience data despite privacy implications
What are marketers’ next steps?
EMARKETER Interviews
Sources
Media Gallery
About This Report
As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.
Topics
TV Advertising
US
Table of Contents
Executive Summary
The converged TV measurement revolution stalls for another year
Nielsen will be the primary currency provider for the 2024 upfronts
The market favors audience data despite privacy implications
What are marketers’ next steps?
EMARKETER Interviews
Sources
Media Gallery

Another year of currency chaos is in the books. With the legacy option still in play, the converged TV market continues to rely heavily on outdated measurement methodology. But there are signs of progress.

Key Question: How has linear and streaming TV ad measurement progressed in the past year, and which currency provider is favored to prevail this upfront season?

Most US Advertisers Still Need to Learn More About Non-Legacy Currencies Ahead of the 2024 Upfront
E-Mail ChartDownload

Key Stat: The share of advertisers who are very interested in non-legacy TV currencies hasn’t budged since the 2023 upfronts. Any new interest is from advertisers who still need to learn more before committing.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

13expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. The converged TV measurement revolution stalls for another year
    3. Nielsen will be the primary currency provider for the 2024 upfronts
    1. The market favors audience data despite privacy implications
    2. What are marketers’ next steps?
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Most US Advertisers Still Need to Learn More About Non-Legacy Currencies Ahead of the 2024 UpfrontConnected TV (CTV) Will Account for All Growth in the Converged TV Market After 2024
    Nielsen Is Still the Currency Provider With The Widest Adoption Among Major NetworksIP Address Churn More Than Halves The Addressable Audience in Three Months

    Interviewed for This Report

    Fabrice Beer-Gabel
    Intent IQ
    Vice President, Strategy and Partnerships
    Interviewed February 29, 2024
    Moe Chughtai
    MiQ
    Global Head, Advanced TV
    Interviewed March 7, 2024
    John Donahue
    Up & to the Right
    Partner
    Interviewed March 11, 2024
    David Dworin
    FreeWheel
    Chief Product Officer
    Interviewed March 18, 2024
    Richie Hyden
    IRIS.TV
    Co-Founder, President, and COO
    Interviewed March 12, 2024
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed March 20, 2024
    Ray Kingman
    Semcasting
    CEO and Founder
    Interviewed March 15, 2024
    Jonathan Low
    The Trade Desk
    Senior Director, CTV Partnerships
    Interviewed March 12, 2024
    Jason Manningham
    Blockgraph
    CEO
    Interviewed March 6, 2024
    Ron Pinelli
    Media Rating Council (MRC)
    Associate Director and Senior Vice President, Digital Research and Standards
    Interviewed March 20, 2024
    Nicole Scaglione
    PubMatic
    Global Vice President, CTV/OTT and Online Video
    Interviewed March 18, 2024
    Amol Waishampayan
    fullthrottle.ai
    Chief Product Officer
    Interviewed February 29, 2024
    Jon Watts
    Coalition for Innovative Media Measurement (CIMM)
    Managing Director
    Interviewed March 15, 2024

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER
    Download PDF

    First Published on Apr 11, 2024

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Ross Benes
    Senior Analyst
    Tracy Tang
    Senior Researcher
    Max Willens
    Senior Analyst