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Ad Measurement Trends H1 2024
The Converged TV Market Drags Its Feet in Changing the Currency Regime
Another year of currency chaos is in the books. With the legacy option still in play, the converged TV market continues to rely heavily on outdated measurement methodology. But there are signs of progress.
Key Question: How has linear and streaming TV ad measurement progressed in the past year, and which currency provider is favored to prevail this upfront season?
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Key Stat: The share of advertisers who are very interested in non-legacy TV currencies hasn’t budged since the 2023 upfronts. Any new interest is from advertisers who still need to learn more before committing.
authors
Evelyn Mitchell-Wolf
Contributors
- Ross Benes
- Senior Analyst
- Tracy Tang
- Senior Researcher
- Max Willens
- Senior Analyst
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