Currency vs. Measurement: Understanding & Improving TV Marketing

TV currency is not what it used to be. As advertisers head into the upfronts this year, there will be no MRC-accredited currency to guide them. Now, many are questioning how they will measure and transact on advertising going forward. But the demise of a single currency is also an opportunity. TV advertisers and publishers are shifting to a more evolved concept of currency that more accurately captures what advertisers want to know – not program viewership as a proxy for ad exposure – rather, how many consumers were exposed to their ads.

Even more importantly, though many in the TV industry conflate the terms “currency” and “measurement,” the shift to multiple currencies is occurring alongside the rise of more granular forms of measurement that will help buyers and sellers expand their understanding of TV marketing effectiveness.

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