Eighty-five percent of TV networks are using new measurement currencies and tools in recent upfront deal-making with advertisers, according to a new survey by the TV network advertising group VAB.
The research also shows that between 25% and 49% of upfront advertisers --175 advertisers -- are actively using or testing a measurement option other than Nielsen.
The group has been highly critical of Nielsen, the dominant TV measurement provider for decades. In 2021, it said that due to Nielsen's pandemic-related maintenance issues, there was significant undercounting of TV impressions.
Earlier this year, the VAB said undercounting resulted in a $700 million loss in advertising revenue -- a loss of 60 billion TV impressions from September 2020 through December 2021.
Major advertising categories using new measurement tools include automotive, consumer packaged goods, telecommunications, quick service restaurants and pharmaceuticals.
It adds that new measurement options are most frequently used in linear TV, streaming, connected TV (CTV) and over-the-top platforms (OTT).
The group says its methodology was “confidential multi-question survey distributed to all Measurement Innovation Task Force companies who transacted advertising dollars in the ‘22/23 Upfront. VAB aggregated and reported results.”
The VAB says the survey is inclusive of the major TV publishers and a majority of the single networks.