Hasta La Creative!

Nielsen is introducing what it says is its first marketing campaign in five years to start a conversation about the need for better media measurement. TV networks hardly need the encouragement — many executives already regularly complain about Nielsen’s failure to track viewers on internet-connected devices or outside the home — but Nielsen’s “Total It Up” video tries to put everyone on the same side:

Let’s count the binge-watchers; the cord-cutters; the on-the-go multi-taskers …. Let’s evolve the ratings to include every view on every screen.

Nielsen has made strides in catching up with the way viewers consume content, adding certain capabilities to measure mobile devices and streaming video services, but there are plenty of caveats that keep real totals elusive.

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