Ad Measurement Trends H1 2025

The Converged TV Market Says Goodbye to Panel-Only Measurement

Report by Evelyn Mitchell-Wolf  | Apr 9, 2025
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Table of Contents
Executive Summary
Legacy measurement tactics are losing relevance as CTV eclipses linear
Nielsen’s advantage as the currency incumbent has proven insurmountable so far and may endure
CTV measurement enhancements are enabling programmatic’s value prop
What are the implications for converged TV advertisers?
EMARKETER Interviews
Sources
Media Gallery
About This Report
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?
Topics
TV Advertising
Advertising Performance Metrics
United States
Table of Contents
Executive Summary
Legacy measurement tactics are losing relevance as CTV eclipses linear
Nielsen’s advantage as the currency incumbent has proven insurmountable so far and may endure
CTV measurement enhancements are enabling programmatic’s value prop
What are the implications for converged TV advertisers?
EMARKETER Interviews
Sources
Media Gallery

Despite consumers’ rapidly evolving viewing habits, the industry has held fast to outdated panel-based measurement. But with Nielsen retiring its legacy panel-only offering in the fall, the industry will be forced to transact on big data-based currency this upfront season.

Key Question: How do Nielsen’s competitors stack up, and how will the currency conversation play out at this year’s upfronts?

Advertisers Broadly Consider Nielsen Currency Alternatives to Be Effective (% of US brand and agency decision-makers who used alternative currencies in the past 12 months, July 2024)
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Key Stat: Eighty-five percent of US brand and agency decision-makers who used alternative currencies in the 12 months prior to July 2024 deemed them at least as effective as Nielsen, according to Advertiser Perceptions.

This report can help you:

  • Develop media strategy (brands and agencies)
  • Showcase opportunities to customers and develop go-to-market strategy (agencies, media platforms, and solution providers)

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8expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Legacy measurement tactics are losing relevance as CTV eclipses linear
    3. Nielsen’s advantage as the currency incumbent has proven insurmountable so far and may endure
    1. CTV measurement enhancements are enabling programmatic’s value prop
    2. What are the implications for converged TV advertisers?
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Advertisers Broadly Consider Nielsen Currency Alternatives to Be Effective (% of US brand and agency decision-makers who used alternative currencies in the past 12 months, July 2024)Connected TV (CTV) Ad Spending Will Surpass Linear TV in 2027 (billions in US linear TV and CTV ad spending and CTV % of converged TV ad spending, 2024-2028)
    Nielsen Is Still the Currency Provider With the Widest Adoption Among Major NetworksHow Do Currency Offerings Compare Across Vendors?
    Nearly 90% of Ad Industry Orgs Expect Scaled AI Adoption Across the Campaign Life Cycle by 2027 (% of AI experts at US brands, agencies, and publishers, by stated timeline to full-scale adoption of AI into their media campaign life cycles, Jan 2025)

    Interviewed for This Report

    Harry Browne
    Tinuiti
    Vice President, TV, Audio, and Display Innovation
    Interviewed March 14, 2025
    Moe Chughtai
    MiQ
    Global Vice President
    Interviewed March 17, 2025
    Angelina Eng
    Interactive Advertising Bureau (IAB)
    Vice President, Measurement, Addressability, and Data Center
    Interviewed March 14, 2025
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed March 18, 2025
    Ron Pinelli
    Media Rating Council (MRC)
    Senior Vice President, Digital Research and Standards
    Interviewed March 14, 2025
    Samantha Rose
    Horizon Media
    Executive Vice President, Strategic Investment Lead
    Interviewed March 20, 2025
    Jon Watts
    Coalition for Innovative Media Measurement (CIMM)
    Managing Director
    Interviewed March 18, 2025
    Kay Wesolowski
    Kelly Scott Madison (KSM)
    Senior Vice President, Investment and Partnerships
    Interviewed March 18, 2025

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    authors

    Evelyn Mitchell-Wolf

    Contributors

    Ross Benes
    Senior Analyst
    Rahul Chadha
    Director, Report Editing
    Donte Gibson
    Senior Charts Editor
    Emma Noyes
    Graphic Designer, Data Visualization
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
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    VP, Content
    Ali Young
    Senior Copy Editor and Manager of Content Operations