Nielsen chief pins down “new-normal” media-measurement theories with new-life realities

Nielsen, the media-measurement company, has identified various important trends that have emerged during COVID-19, and could remain in place once the recovery begins.

Why it matters

Media measurement was faced with challenges before COVID-19, with a search for cross-platform metrics and shifts to streaming platforms both upending established industry-wide techniques. The need for new approaches – often mixing old tactics with novel methodologies – is essential.

Takeaways

  • The coming recession will require measurement practitioners to adapt, and make sure they are not only tracking people in comparatively affluent, tech-enabled households.
  • A boom in online streaming has accelerated a previous trend, and intensified the need for more accurate ways of understanding this audience.
  • Big data will be an essential driver of measurement going forwards,...

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