With Carlos Alcaraz and Markéta Vondroušová winning the 136th edition of Wimbledon, Kantar U.K. Commercial Director for Sport Andrew Brember couldn’t help but notice the change in sports viewers’ behaviors and how events that were once broadcast on linear channels only are becoming available on all platforms and all screens, making cross-media audience measurement crucial to stay on top of the game.
But, is the U.S. an anomaly, given the sudden shift in sports rights away from cable networks to over-the-air television?
