What Will Measurement Look Like in 2025? Nielsen Makes Its Prediction

Nielsen's Megan Clarken.

Nielsen’s Megan Clarken. Credit: Courtesy Nielsen

The TV industry still hasn’t completely figured out how to measure audiences in 2016, but that didn’t stop Nielsen from using the Advertising Week stage to make predictions about what measurement will look like in 2025.

While technology and ad models will continue to evolve, reach and age and gender demographics will continue to be the core of audience measurement, Megan Clarken, president-product leadership, Nielsen, argued during an Advertising Week panel on Tuesday.

Age and gender will always matter because they have a “known universe” that allow for the calculation of the total market share, Ms. Clarken said.

But other industry executives that took the stage for the second half of the discussion were less certain about which metrics will be part of the currency in the next decade.

“It scares me to think that in 2025 we will still be transacting on age and sex demos,” said Howard Shimmel, chief research officer, Turner, adding that those broad targets become secondary as data allows for greater granularity in audience buying.

Dave Levy, newly appointed exec VP-non-linear revenue, Fox Networks Group, suggested if there is one potential comparable metric it could be audience attention. “In order to deliver a message you need an active viewer,” Mr. Levy said.

CBS Interactive President and Chief Operating Officer Marc DeBevoise said there is still a need to deliver large-scale audiences.

And then there are the results of advertising to these audiences. “The real metric is business outcomes,” said Brad Smallwood, VP-measurement science, Facebook.

… read on at adage.com

Originally posted by at Ad Age

Nielsen will be outlining its measurement plans at the 2016 asi International Television & Video Conference on 2nd-4th November in Budapest, Hungary.