Crossing the line - Three screen measurement needs to track continuity and distraction

Gary Arlen

As viewers increasingly watch TV content on mobiles and other digital devices, at non-traditional times and in non-linear ways, TV measurement needs an overhaul.

Crossing the line – Three screen measurement needs to track continuity and distraction

Gary Arlen

As Viewers Opt To Watch Video on computers, mobile handsets and other non-living room (or bedroom) screens, it will take more than expanded measurements to gauge the value of their viewing experiences.

Add in the increasing impact of time-shifting, place-shifting and the growing, but uncertain appeal of on-demand programme access, and it's even more obvious that TV measurement is ready for an overhaul.

Even as The Nielsen Company and other traditional ratings services aggressively expand their cross-platform monitoring techniques, media companies are rolling out digital...

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