This week’s Future of TV Briefing discusses the challenges faced by buyers and sellers in the TV and streaming ad upfront market due to Nielsen's shift from panel-only measurement to big data plus panel measurement. This change is complicating pricing negotiations as the discrepancies in viewership numbers lead to debates over ad prices. With this shifting landscape, both advertisers and networks are navigating the impacts of these measurement changes as they aim for optimal upfront deals in a turbulent market.
When we're seeing lifts in impressions, we should see the same reduction in [ad prices] in our opinion. The networks don't want to change that CPM at all. So that's what we're working through now.
For all intents and purposes, what we're looking at now is starting in [the fourth quarter of 2025] - so as part of this 25-26 [upfront] negotiation, we are going to potentially be shifting into the big data plus panel measurement currency.
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