Trying to accurately measure audience against a plethora of cable, satellite, over-the-top, mobile, tablets, Roku, AppleTV, and on and on is no doubt a difficult task. To date, it hasn’t happened. Everyone in the research sphere will tell you they can estimate based on algorithms and assumptions – but nobody has it figured out.
Recently, Omnicom published a Hearts & Science study that claimed as much as 66% of TV and video viewing consumed by Millennials and Gen Xers is not by captured by current measurement services, such as Nielsen, comScore, and Kantar.
What ratings that are produced, are often mis-trusted. A survey of nearly 200 advertiser and agency decision-makers revealed just a third of key decision makers believed ad measurements are completely trustworthy. That means that 66% – there’s that number again – have some concern about the accuracy of the numbers which they are using to place millions – nay billions – of dollars’ worth of ad purchases.
More than half said the data is “somewhat accurate.” That’s scary.
H/T Media Post