A First Look at Nielsen’s Total Audience Measurement and How It Will Change the Industry

Rollout begins in December

It's been two years since Nielsen first began developing a tool to measure viewers across all platforms—not just TV watchers as it has for the last 65 years. Since then, however, the project has attained mythical status among many advertisers, buyers and network executives. "I'll believe it when I see it," more than one has told me dismissively in recent months.

But the wait is almost over. Nielsen is putting the finishing touches on total audience measurement and gave Adweek an exclusive look at its new multiplatform measurement tool, which it says will forever change the industry.

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