Nielsen chief pins down “new-normal” media-measurement theories with new-life realities

Nielsen, the media-measurement company, has identified various important trends that have emerged during COVID-19, and could remain in place once the recovery begins.

Why it matters

Media measurement was faced with challenges before COVID-19, with a search for cross-platform metrics and shifts to streaming platforms both upending established industry-wide techniques. The need for new approaches – often mixing old tactics with novel methodologies – is essential.


  • The coming recession will require measurement practitioners to adapt, and make sure they are not only tracking people in comparatively affluent, tech-enabled households.
  • A boom in online streaming has accelerated a previous trend, and intensified the need for more accurate ways of understanding this audience.
  • Big data will be an essential driver of measurement going forwards,...
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands