Hasta La Creative!

One of the biggest obstacles for TV marketers is measuring fragmented audiences who are increasingly watching TV on a delayed basis and on multiple devices. Measurement has been unable to keep up with the changes in viewer habits, and as live TV viewing continues to decline, this has influenced how marketers spend on TV and how networks can monetize their content.

It can be difficult to decipher what can actually be measured and how advertisers can best count viewers. New measurement capabilities from Nielsen coming this fall, along with a change by TV networks in how they handle ratings announcements, will only add to the confusion.

Here’s a breakdown of what marketers need to know about TV ratings as the fall season kicks off in earnest.

Continue reading at AdAge.com