media measurement

The Transition to Multi-Currency

Several industry organizations – the ARF’s subsidiary CIMM, the ANA and the 4A’s — are working together to navigate and support the transition to a multi-currency TV market.   Read more »

A New Multi-Currency Marketplace

Nielsen’s position in a multi-currency marketplace was discussed by Scott McDonald, PhD. (President & CEO, ARF); Mainak Mazumdar (Chief Data & Research Officer, Nielsen).

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The Importance of Measurement

New perspectives on measurement and why it matters were discussed by Colleen Fahey Rush (EVP, CRO, Paramount), John Halley (COO Advertising, Paramount), Jack Neff (Editor-at-Large, Ad Age), Scott McDonald, Ph.D. (President & CEO, ARF).

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Linear TV Ads’ Reach Declines

Samba TV’s analysis finds that 95% of linear TV advertising impressions were served to just 55% of viewers in Q4 2021, according to Smart TV data from Australia, Germany, the UK and the US.

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“The capacity of television to satisfy a marketer’s goals is going to be even more diminished going forward,” said Brian Wieser of GroupM in discussing how the TV business has changed since the first episode of Law & Order in 1990.
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