TV vs. digital: Getting the numbers right

Hadassa Gerber

This article discusses the issues in cross-platform measuring TV and digital and why it is important to develop ways to accurately compare their data.

Until recently there has been no coordinated effort to align TV measurement and digital measurement in the media industry. Nielsen began measuring television back in 1950 and has kept its television measurement distinct despite the rise of digital media. The development of digital measurement arose independently and organically based on the needs of its platforms, resulting in a multiplicity of services, many without third-party verification. There has been no lack of confusion when comparing TV and digital data, nor lack of press surrounding the latest attempts to develop sufficient cross-platform measurement. All the major players and many new ones have...

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