The news: Warner Bros. Discovery (WBD) has selected Comscore and VideoAmp as measurement partners for striking deals with national advertisers during this year's upfront sales season.
The future of measurement: WBD’s exclusion of iSpot, despite it landing a significant partnership with NBCUniversal, suggests a fractured post-Nielsen measurement landscape, where advertisers will be expected to use differing measures and technologies depending on the network.
The quality conundrum: It will be hard for the JIC to develop a framework that keeps both network and digital partners happy. Programmers are concerned that a measurement system equating studio-produced content with user-generated and low-cost videos could lead to oversupply, drive prices down and make programming investments financially unfeasible.
Our take: WBD choosing to forgo iSpot as a currency and the JIC’s back-and-forth with YouTube are growing pains of an industry searching for new norms. That the JIC exists at all shows the media industry attempting to provide a bridge to advertisers, but it will struggle to create standards that keep everyone satisfied.
Want to know more about what's going on with TV currencies? Keep an eye out for our upcoming report from senior analyst Evelyn Mitchell, Ad Measurement H1 2023, due out in April.