“You have a bunch of marketers who are testing the waters in this space, specifically with regard to mobile media, and they’re looking for more stable ground to walk on,” said Donnie Williams, chief digital officer for Horizon Media, an ad agency whose clients include Geico, Capital One and Honda. television industry’s dominant measurement firm, will begin reporting TV ratings that will finally include viewership on just about everything, including mobile devices.Ī range of issues, from the lack of commercial rights across digital platforms to the need for the networks and pay-TV distributors to implement Nielsen’s new technology, could mute the early benefits, underscoring just how difficult it has been for the media business to keep up with the rapidly changing ways we consume video today. Starting with this fall’s new programming season, Nielsen, the U.S. Perhaps more so than at any other time in media history, they believe they will actually know with some degree of certainty how much its audience is consuming.
broadcast network executives trot out their fall programming lineups to advertisers this week in New York City, they’re hoping to celebrate one more milestone after the star-studded television upfront presentations are over.