"The announcement of Nielsen's redefinition of television measurement to include Internet-connected TVs and devices is welcome news for TV broadcasters. Accurate audience measurement – wherever and whenever viewers are accessing programming – has always been a fundamental factor in valuing TV's reach, which remains dominant among all media. As with the introduction of time-shifting to audience measurement, screen-shifting is poised to become the next important advancement in capturing television viewing. While last week's announcement is a great first step in this regard, we steadfastly believe in the pursuit of the best metrics available for measuring our medium and encourage Nielsen to take the proper steps to deliver the same methodology for local markets as well.
"The news that Nielsen is taking steps to quantify all of the viewers to all television content – agnostic of the screen – should be applauded, as should any advancement in measurement methodology by any of our industry's data providers."
TVB is the not-for-profit trade association of America's commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium's multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.