The news: Advertisers are becoming more familiar with and confident in results from Nielsen’s measurement competitors, per an Advertiser Perceptions survey.
- 60% of respondents reported using a Nielsen alternative in the past 12 months. The proportion of respondents who are “very familiar” with new currencies was 46%, up from 29% in 2022, suggesting growing adoption of these alternatives.
- Nearly half (49%) of respondents said new currencies were as effective as Nielsen, with 36% saying they were more effective.