AdExchanger Maybe Nielsen Is The Alternative Currency
Jun 3, 2025
Peter Liguori, executive chairman of VideoAmp and former CEO of FX Networks, dives into the evolving landscape of advertising measurement. He passionately critiques the over-reliance on Nielsen, advocating for a diverse data approach to enhance effectiveness. In discussing linear television's future, he highlights sports' pivotal role in attracting audiences. Liguori also shares insights on how global soap operas unexpectedly influence viewership trends, emphasizing the importance of innovation and data-driven strategies in a rapidly changing media environment.
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Reframe "Alternative Currency" Term
- The phrase "alternative currency" is misleading and confines those providers as secondary to Nielsen. - The industry should adopt a "multi-currency universe" concept where each measurement has its own merit and value.
Big Data Transition Challenges
- Transitioning Nielsen to a big data plus panel model shows the difficulty of changing a large system. - VideoAmp uncovers more precise audiences due to larger data scope, uncovering untapped revenue opportunities.
Use Advanced Audiences Now
- Brands and broadcasters lag in adopting advanced audience targeting, often due to inertia and fear of change. - To avoid leaving money on the table, marketers should use data-driven audience buying over broad demographics.