Why this matters: There have been smaller Nielsen defections from Nielsen, and we recently projected that local stations would lead the way into advanced TV measurement, but this would have been a much bigger deal considering the scale of CBS nationally along with their local stations in major markets.
Good news: Nielsen made a few major announcements at CES around their Total Audience Ratings measurement system including the addition on YouTube mobile video and CTV/OTT video.
Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.
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