The ways we watch TV may have dramatically changed during the past decade, but the methods of measuring who is watching and what they’re viewing are largely mired in the past, argues video industry analytics provider Tivo.
“Panel-based measurement, slow reporting cycles and demographic-based media buying currencies have persisted – with modest evolution – over the years,” it says. “But, at long last, this is changing.”
In this Media Information Bureau column, we explore how new sources of TV viewing data (including the set-top box and automated content recognition) are set to “radically change the way marketers, networks and broadcasters measure TV viewership, plan media buys and execute ad campaigns.”
