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Why TV Upfront Deals Will Still Use Nielsen Measurement Despite All the Talk

Why TV Upfront Deals Will Still Use Nielsen Measurement Despite All the Talk

TV networks are bullish on using alternatives to Nielsen panel data as currencies for deals in the upcoming spring ad haggle. But despite Nielsen’s widely reported issues and new alliances forging between media sellers and measurement firms, it’s unlikely 2022 will be the year the TV industry shifts en masse away from Nielsen.