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State of the Screens

The increasingly complicated race to solve media measurement

By April 18, 2018No Comments
Multiple standards: NBCUniversal joined ESPN in rolling out their own advertising standard for measuring cross screen audiences.

100% completion: NBCUniversal is only counting digital video ads that are viewable to completion.

Quote from Laura Molen — EVP, Lifestyle, and Hispanic Advertising Sales @NBCUniversal:
“We have waited for the industry standard and it hasn’t happened. We can no longer wait because viewership is moving so much further to digital. Consumers are viewing content wherever, whenever they want.”

Why this matters: TV networks are only able to charge advertisers for ad impressions that run during content that is measured. They are watching their audiences shift to digital while being unable to adequately monetize that content with ads.

NBC consumption by device year-over-year:
1) Mobile — ↑ 40%
2) Connected TV — ↑ 52%

Measurement companies that NBCUniversal is working with:
2) Nielsen
3) comScore​

Flashback: ESPN Expects to Strike Ad Deals for Live Viewers Across TV, Mobile, Digital Screens

The addition of live streaming and out of home (bars, etc.) added 12% to ESPN’s overall first-quarter audience.

More #1: NBCU Unveils CFlight ‘Currency’ For Upfront, Some Agencies Buy In

More #2: Cross-Platform TV Measurement, the Holy Grail of Local TV

More #3: Comparing smart TV data to Nielsen and set-top-box data

A recent study from Dativa compared the accuracy of various measurement sources including:
1) Nielsen panel
2) Cable set-top box data
3) Smart TV ACR

Michael Beach

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.