Nielsen's monopoly remains largely intact despite competitors emerging post-accreditation loss. Alternative currencies haven't gained traction as the preferred standard for TV ad transactions.
Edward Papazian argues that alternative currencies weren't designed to replace Nielsen but are rather supplementary metrics for select transactions, reinforcing Nielsen's longstanding dominance.
Publishers and agencies continue to rely on Nielsen's established panel data during negotiations, showcasing the lack of trust in alternatives for comparing linear and streaming viewership.
Despite calls for independence from Nielsen, its panel usage persists, leaving the future of alternative currencies in question, as many still favor familiar metrics.
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