4As Call For Transparency In Measurement Currency Methodologies

The advertising and marketing industry has been abuzz ever since the MRC (Media Rating Council) voted to suspend Nielsen’s accreditation to measure national and local television after the measurement firm undercounted national TV household viewership during the early part of the pandemic.

Nielsen’s measurement solutions were (and still are) considered by many to be the gold standard for supplying data to determine the cost of any given TV spot.

This holds true even for marketers and agencies that use Nielsen for their linear TV investments while using other measurement partners for digital and streaming buys.

Read the full op-ed in MediaPost.