Key stat: 85% of US brand and agency decision-makers consider Nielsen alternatives to be more or just as effective than the legacy currency provider, per a July 2024 Advertiser Perceptions study.

Beyond the chart:

• Nielsen is still the currency provider with the widest adoption among major networks, followed by VideoAmp, Comscore, and iSpot TV, according to an EMARKETER analysis of public documents from April 2025.
• In August 2024, The US Joint Industry Committee (JIC) certified iSpotTV as a data source for personal and household audience demographics.

Use this chart: Advertisers can use this chart to consider diversifying their measurement partners as the industry expands beyond Nielsen.

Related EMARKETER reports:

• FAQ on the TV and CTV Currency Landscape (EMARKETER subscription required)
• Ad Measurement Trends H1 2025 (EMARKETER subscription required)

Methodology: Data is from the November 2024 Advertiser Perceptions survey as cited in Advertising Age newsletter. 200 US brand and agency decision-makers were surveyed during July 22-31, 2024. Respondents are at or above director level and work for companies with at least $5 million in annual TV spending, and are involved in media planning, buying, or TV ad measurement or effectiveness research.