NBCUniversal is advising marketers to refocus TV ad budgets towards streaming formats, after a study found the best-performing advertisers sourced around a third of total impressions from OTT.

Measurement on the move

NBCUniversal has been one of the most vocal critics of Nielsen, which last year was stripped of its accreditation for local and national TV measurement by the Media Rating Council.

A few months later, NBCUniversal announced an alternative, cross-platform measurement partnership with iSpot.tv, with a greater focus on its two-year-old Peacock streaming service.

A ‘test and learn’ meta-analysis studied 67 advertisers, incorporating 158 brands in 12 categories. It...