Despite interest in non-legacy currencies, Nielsen remains the top choice for upfronts

Key stat: Interest in non-legacy currencies is up slightly, but 58% of US advertisers say they still need to learn more about them before putting them into action, according to an April 2024 survey from iSpot.tv.

Beyond the chart:

• Nielsen’s position as the incumbent gives it an advantage, considering many advertisers lack the resources to pay for more than one currency provider, according to our Ad Measurement Trends H1 2024 report.
• However, other currencies are making strides. Last month, Comscore became the first alternative currency accredited by the Media Rating Council for national and local TV measurement.
• As consumer viewing habits evolve, Nielsen is making a push for cross-media measurement, pivoting from measuring average commercial minutes to more precise individual commercial metrics, which will make it easier to measure the reach of a campaign across TV, connected TV, and digital video, per the report.

Use the chart:

• Gauge industry interest in non-legacy currencies.
• Illustrate Nielsen’s currency dominance.