Measuring Television in the Programmatic Age: Why Television Measurement Methods Are Shifting toward Digital

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Measuring Television in the Programmatic Age: Why Television Measurement Methods Are Shifting toward Digital

Gian M. Fulgoni and Andrew Lipsman

comScore, Inc.

INTRODUCTION

How can viewing of television commercials be measured effectively when tens of millions of people are watching myriad program options on different platforms? As audiences have become more platform agnostic in their viewing behaviors, traditional television-advertising measures have lost relevance. Increased fragmentation and time shifting (viewing of programs after they have aired, through digital-recording devices and through online and mobile streaming options) have led to steep declines in prime-time ratings for many of the top...

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