Nielsen imagining a three-screen upfront (audio)


It won’t happen soon, but the folks at Nielsen are already thinking about what their business would look like when the Upfront isn’t just about TV, but also Internet video and mobile video. That futuristic thinking came up during Monday’s quarterly conference call.

An analyst wanted to know what a three-screen Upfront would mean for Nielsen’s business. CEO David Calhoun figures it would be good for the ratings company, combining its TV ratings data with measurement of the newer screens. He noted the importance of multi-platform video just a day earlier – for the Super Bowl – but he doesn’t think the three-screen world for Upfront ad deals is just around the corner.

David Calhoun: