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New Metrics on the Way, But the Upfront Comes First

New cross-platform measurements from Nielsen and comScore have been introduced.  However, according to an article in Broadcasting & Cable by Jon Lafayette, clients, such as networks and ad agencies, are currently evaluating the data.  This data is not expected to have much of an impact on the 2016 Upfront.

According to this article:

“We’re still in the ‘asking questions about the numbers’ phase,” says David Poltrack, chief research officer at CBS. Poltrack says his top concern is that all of the viewing not counted in current measurements is included in the new metric. CBS doesn’t want clients to think the new numbers include all viewers if some are still excluded.

While Nielsen and comScore are trying to get their figures into clients’ hands in time for the upfront, Poltrack says no one expected them to be used until the start of the new TV season.

“Everybody is trying to figure out how to build a cross-platform process on the agency side and on the media side and those conversations are going on,” he says. “There no definite plan yet.”

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