Cable programmers such as NBC Universal, Viacom and Discovery are joining with advertisers Procter & Gamble, Unilever and AT&T as well as ad agencies such as Group M and Starcom MediaVest to support single-source audience measurement initiatives as an alternative to Nielsen. The consortium reportedly is expected to begin awarding contracts by the fourth quarter to companies whose technology can help quantify viewership across TV and digital platforms.

Related Summaries