Transforming Measurement in a Changing Media Marketplace

Last week, Nielsen hosted the Measurement in 2025, The Science Behind What’s Next session during New York Advertising Week. At the event, Megan Clarken, President of Product Leadership, took the stage to discuss the future of measurement.

Following Megan’s remarks, President of U.S. Media, Lynda Clarizio, moderated a spirited discussion on the changing market for content and advertising. Industry leaders—including Brad Smallwood, Vice President, Measurement and Insights, Facebook; Howard Shimmel, Chief Research Officer, Turner Broadcasting System, Inc.; Lyle Schwartz, Managing Partner, Group M; David Levy, Executive Vice President, Non-Linear Revenue, Fox Networks Group; and Marc DeBevoise, President and Chief Operating Officer, CBS Interactive—represented the future-focused measurement needs of their businesses while also sharing their perspective on what market changes mean for the industry as a whole.  

Although there was a divide, the clear consensus of the panel was that in order for there to be accurate measurement, ad buys and innovative content, the precise needs of each medium must be clearly understood. Accurately assessing what drives impact for a platform will lead to effective content creation.

We’re living in a day and age where multiple platforms have come together to form an ecosystem that consumers are adroitly navigating in order to interact with their favorite content. As measurement continues to evolve, the foundational metric will remain people. Consumers are bellwethers for what direction our industry will take, and should take, next.

This came on the heels of the launch of our Digital Content Ratings—the newest component of the company’s Total Audience Measurement rollout. This ratings service measures audiences across desktop and mobile devices for content, including video and text, and is the latest in a series of transformations the company is making.

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