Nielsen is creating a new senior cross-media executive position combining linear TV, advanced TV and digital video services, and promoting Scott Brown to the position as general manager of audience measurement.
Previously, Brown was chief technology officer for Nielsen's measurement products overseeing mobile, computer and connected TV products as well as migration of infrastructure to the cloud.
This comes as media sellers and buyers continue to call for the industry to move to a single methodology.
In its most recent second-quarter reporting period, Nielsen's Global Media unit, its audience measurement and planning businesses, fell 4.3% to $811 million in revenues as a result of advertising pressures faced by U.S. local TV stations' due to the COVID-19 pandemic.
In July, after facing criticism and a backlash from its TV network clients, Nielsen decided to reverse a decision on out-of-home viewing. It is going ahead with a plan to integrate viewing from restaurants, bars and other locations into its national TV viewing metric starting this fall.