“…Live (event) TV is interesting to a lot of TV advertisers. Advertisers are demanding immediacy. Amassing an audience on a particular night is important.” –Darcy Bowe, VP-director of video at Starcom USA
The two measurement companies spar over whose methodology and approach is better. While comScore has been faster to market with a mobile ad-tracker, Nielsen says it is the only provider that can offer metrics comparable to the TV ratings.
What we do know is that 3% to 5% -- at best -- of all TV/video viewing in the U.S goes to digital platforms. That still mean 95% to 98% reside on traditional TV platforms….expect some more C7 deals -- commercial ratings plus seven days of time-shifted viewing.