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Dave Morgan

Member since March 2008

Articles by Dave All articles by Dave

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  • Independent Ad Measurement (Outside Of TV) Is Dead by Dave Morgan (Media Insider on 08/27/2026)

    Thank you Frank. Really great framing of the two sides of the ad measurement problem and synthesis of potential ways to solve them. In my view, Ed is absolutely correct that the branding and promotion side will require different metrics as iw Howard on the criticality of overall market transparency, particularly around share of viewing -- a reason that I have been a fan of Nielsen's Guage and its potential to be expanded to other media channels and to deliver granular audience cuts as well.

  • Independent Ad Measurement (Outside Of TV) Is Dead by Dave Morgan (Media Insider on 08/27/2026)

    Howard, yes. It starts with no transparency into overall consumption, nor a desire on the part of he digital walled gardens to proved one at the campaign level

  • Independent Ad Measurement (Outside Of TV) Is Dead by Dave Morgan (Media Insider on 08/27/2026)

    Good points Ed, but the digital platforms claim (and charge for) branding value in their banners, newsfeed mentions, web video, social video, audio, podcasts and search. The spend their massively outweighs everything else now.

  • Independent Ad Measurement (Outside Of TV) Is Dead by Dave Morgan (Media Insider on 08/27/2026)

    Gordon, exactly. Without market wide currency, the game moves to proprietary databases and arbitrage.

  • DASH-Enhanced Nielsen Drives Reset On TV Viewing Picture by Dave Morgan (Media Insider on 08/20/2026)

    Good points Ed. However, when adveriteers spend the better part of $80 billion a year on linear and streaming ads on TV, a tenth of a ratings points is many tens of millions of dollars a month, so it matters. Wehter it is perfect or not is less of an issue than it is the best that an be done with the available data and technology and that it is stable and comparable to other TV programming, other media alternatives and the past and, critically, trusted (as Jack taught me a long time ago).

  • DASH-Enhanced Nielsen Drives Reset On TV Viewing Picture by Dave Morgan (Media Insider on 08/20/2026)

    Ed,, there is no question that Flks have complained -- for good reason -- about Nielsen numbers. My point here is that a big part fo the complaint was around sample bias and making sure panel and the big data were "fit" to population realities. DASH helps there. Yes. It is small. But the panel is much bigger than it used to be and its big data is enormous. Plus, the ARF created DASH and the MRC accredited it for the purposes that Nielsen uses it. We will never have perfrect TV ad measurement. But no question that it just got a good bit better.

  • DASH-Enhanced Nielsen Drives Reset On TV Viewing Picture by Dave Morgan (Media Insider on 08/20/2026)

    Spot on Jack.

  • DASH-Enhanced Nielsen Drives Reset On TV Viewing Picture by Dave Morgan (Media Insider on 08/20/2026)

    Artie, very good points. Thanks very much for raising them.As I called out in the headline of the piece, it is the DASH enhancement of Nielsen's core viewing data from its panel and from its Big Data set of second-by-second viewing from set-top boxes, smart TV's and apps that makes the difference. DASH's value is to help remove macro sample biases in those data sets, which capture viewing from many tens of thousands in the first case and more than a hundred million in the second. The almost 10% undercount  number is what is relfected in the new Nielsen Gauge numbers from a viewing reach number. And, as all who use Nielsen data know, the recalibratoins have had signifcant impacts in increasing total TV rated impressions. Thus, I felt comfortable describing it that way.For sure, all samples and porojections carry error rates. On the antenna issue, the fact that it is not down says a lot. Of course, growth in antennas is also validated by consumer sales data of digital antennas on Amazon and smart TV sales with installed digital antennas.

  • Linear TV Resilience Frustrates Digital Ad Platforms by Dave Morgan (Media Insider on 08/13/2026)

    Spot on Gavin. Linear TV is getting $50 billion of ad spend for a simple reason, it works!

  • Linear TV Resilience Frustrates Digital Ad Platforms by Dave Morgan (Media Insider on 08/13/2026)

    Ed, to be clear. TV viewers may not have the highest income levels at the highest veiwing levels, but that doesn't mean that they are desttute. I would expect to see brands like banks, cars, industrials, and business publications on the air.

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