The Media Odyssey MEASURING TV TODAY
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Mar 6, 2025 Delve into the world of cross-platform measurement, a hot topic for ad buyers. Discover the challenges of fragmented data and inconsistent standards that complicate audience tracking. Debate whether competing measurement systems fuel innovation or create confusion in the rapidly changing media landscape. Explore global perspectives on TV measurement and the impact of streaming services on viewership. The necessity for collaboration among industry players to improve measurement tools and address evolving competition is a focal point.
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Cross-Platform Measurement Crucial
- Cross-platform measurement is a top priority for ad buyers, especially in the US.
- Fragmented data, inconsistent standards, and lack of broadcaster-platform collaboration hinder accurate audience tracking across TV, streaming, and mobile.
Broadcast TV Still Dominant
- Despite streaming's growth, broadcast and pay TV combined still hold a larger viewership share in the US than streaming.
- Streaming only accounts for 14% of total ad share on connected TVs, despite significant usage.
Generational Viewing Habits
- Four-screen viewing data reveals YouTube's dominance among younger demographics in the UK, surpassing traditional broadcasters.
- Older viewers still primarily consume content from BBC, ITV, and Channel 4.