Brian Steinberg Senior TV EditorThe TV industry, long measured by Nielsen, continues to offer up new yardsticks to Madison Avenue.ViacomCBS said it would take a more active role in the TV industry’s ongoing quest to develop new audience-measurement alternatives by teaming up with data company VideoAmp and developing a new means of tracking the reach of advertising among linear and digital viewers.
The company, which controls some of the most-watched outlets on TV, including the CBS broadcast network and the Nickelodeon kids-cable outlet, is the latest to burnish new methodologies as Nielsen’s longstanding system is under scrutiny in a new digital era.“Our vision is that of a multi-currency future,” says John Halley, chief operating officer.
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