The way that video advertising is measured is going through significant changes, and many are starting to question whether comScore/Nielsen are up to the task.
U.S. TV homes according to Nielsen:
2) 2018–19–119.9M (↑ 0.2%)
Software + Data: Media buyers and planners are now faced with a near limitless number of options for where to advertise and who to target. The role of software will only grow as complexity increases.
Going their own way: NBCUniversal has gone so far as to launch their own measurement product. Expect this to continue with other networks.
Simple math. More households w/ streaming TV = more fragmentation in viewership between digital and linear TV = increasing difficulty in measuring total viewership.
Quote from Bob Greenblatt — Chairman @ NBC Entertainment.
“I don’t think the broadcasting narrative should be linear versus digital anymore, but rather linear plus digital,”… “I would love to get to a point where the live, same-day rating was the proverbial dinosaur instead of the broadcast network.”
Estimated impact on ratings when non-live (35 days) of viewing is added:
1) CBS Average — ↑ 53%
2) Big Bang Theory — ↑ 66%
3) Bull — ↑ 57%
More #1: The future of TV is now (or never)