Das ka Dum with Dr Bhaskar Das | TV measurement was much discussed at Cannes given the question marks around Nielsen data. Looks like measurement is a worldwide concern?

28 Jun,2022

Bhaskar DasIt’s a question that doesn’t have easy answers but it’s always good to know that we in India aren’t the only ones to be aggrieved but our media consumption measurement systems. We asked Dr Bhaskar Das a question for the June 28 edition of Das ka Dum. Read on…


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Q. Television measurement issues were much discussed on the sidelines of Cannes Lions 2022 as well given the question marks around Nielsen data? Looks like measurement is a worldwide concern?


A. It’s a fact that media industry has been taking increasing interest in developing appropriate media currency over the last few years. Marketers, multichannel text/ video programming distributors and other media owners have started internalising the shift in content consumption pattern and the need for more data about the burgeoning connected TV consumption and thereby advertising spend. This has created an opportunity to test alternative currencies and measurement tools and embrace new ways to plan, buy and measure media.


The future of media currencies depends on achieving holistic measurement across linear and digital platforms. It is critical that the industry develops high quality, representative data about connectivity with due importance given to privacy. This would also ensure future-proof data generation that would benefit the industry.


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