'BRIGHT LIGHT' AT END OF TV AUDIENCE REPORTING TUNNEL, SAYS GOTLIEB

摘要

Content consumption measurement is off by a mile, suggested Irwin Gotlieb, GroupM chairman, but the pending marriage of Rentrak and corn-Score should help provide a better read on who's watching what, and on what device. In a session at the Advanced Advertising Summit on Oct. 20, Gotlieb said the fact that Nielsen measures much of the country with paper diaries is "a little bit of a joke." He expressed hope that the merger, announced Sept. 29, will create a viable cross-platform measurement machine or spark Nielsen to upgrade. "There's starting to be a pretty bright light at the end of the tunnel," said Gotlieb. Such inaccurate measurement likely caused advertisers and marketers to overspend on digital, asserted Gotlieb, who said between a third and two-thirds of the current ad downturn may be attributed to cross-device usage not being fully counted. "A medium can be seriously damaged if the measurement has flaws in it," he said.