This ensures advertisers can understand both who and how many people saw thei...

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Need to know more? Understand some of the pros and cons of big data in audience measurement. Read more > Measurement shortcomings in RPD/STB and ACR data highlight why it is critical that these data are calibrated with people-based panels that accurately represent the diversity of a population. Navigating the evolution of measurement By marrying the scale of big data with person-level information from innovative new panel meters, we’re able to provide enhanced granularity down to the individual commercial. This ensures advertisers can understand both who and how many people saw their exact ad.




We’re also able to provide more advanced targeting to unlock the ability to capitalize on linear Phone Number Data addressable capabilities, as well as advanced audience segments. There is no shortchanging the benefits Big Data+Panel will bring, but the shifts taking place in the media industry are far too significant to make wholesale methodology changes to data being used as currency on a moment’s notice. Stable transition in times of change will always be better than a very quick pivot. Times of transition also amplify the need for transparency, especially when measurement data underpins a global industry that ad research firm WARC estimates will top $1 trillion next year. Recognizing that the industry needs time to adapt to innovations in measurement, we made our national Big Data+Panel data stream available for transactions in parallel with our TV panel currency for the ‘23-’24 television season.








For the ‘24-’25 season, we have enhanced our Big Data+Panel stream to include Comcast data (in addition to DISH, DirecTV, Roku and Vizio), and we’re committed to helping the industry navigate through this transition. Well aware that different organizations evolve and adapt at different rates, we will also provide our audited and accredited TV Panel data (average minute), as well as Big Data+Panel (at the average minute and individual commercial minute) during the coming season. The evolution of TV measurement will only happen with industry alignment. And while many agencies and advertisers are interested in moving toward measurement of exact commercials, the overall sentiment in the industry is that it’s not yet ready to retire C3/C7 ratings. We need to balance the equally valid needs for innovation and continuity. With three data sets available, buyers and sellers will be able to evolve systems to truly operationalize the planning, selling and buying of national linear TV at an exact commercial level.