Born of the Industry’s Need
The Task Force was born out of our industry’s demand for greater modernity, accuracy and transparency in TV measurement.
Comprised of the industry’s senior-most research, analytics and insights executives, this coalition, led by VAB, has been working to solve complex issues in measurement since early 2021 and was formalized into the VAB Measurement Innovation Task Force in October 2021.
Shared Commitment to Accuracy
Rooted in facts, data and the full transparency of our efforts, the Task Force is working towards the advancement and transformation of multiscreen TV measurement and currency. We are tackling today’s most important issues with urgency, and also proactively working towards a higher standard of measurement for tomorrow.
How We Help You
Accurate TV measurement is essential to all corners of our industry. Marketers rely upon it to build business-growing marketing plans and ad sellers need to ensure that every impression is counted and fairly valued. We actively support our partners in the industry who are developing more modern, transparent and accurate measurement solutions.
“I believe we are on the verge of a tipping point in terms of measurement of video and the currencies we transact on moving forward.”
David Campanelli, EVP Chief Investment Officer, Horizon Media
Our Latest Work
What’s the Deal with Engagement?
Answers to the most commonly-asked questions about measuring ad engagement, from the factors that increase it to the new metrics helping marketers better quantify it and its impact on a campaign.
What is Changing About TV Currency? – May 2023 Update
Understanding what the eventual retirement of C3 and C7 ratings mean for the industry
What’s the Deal with Identity?
Get a closer look at Identity, the role it plays in video measurement and answers to the most commonly asked questions.
Today’s Innovations in Measurement - Q4 2022
Real-world case studies from industry innovators
Today’s Innovations in Measurement - Q3 2022
Category-specific guidance and best practices for using TV Measurement
Behind Billions of Lost TV Impressions (Updated)
How Nielsen’s audience undercount took 54 billion ad impressions out of the TV marketplace
MRC Votes to Suspend Nielsen’s National and Local Market Accreditation
Why Nielsen’s accreditation was revoked.
Today’s Innovations in Measurement - Q2 2022
15 Real World Case Studies Across 10 Product Categories
Today’s Innovations in Measurement - Q1 2022
13 real world case studies across 10 product categories
Uncovered billions of lost ad impressions
54 billion ad impressions discovered through 350+ re-processed runs, 1,150 excel files across 15 factors and 6 demos
Revealed billions of uncounted multicultural impressions
12 billion Black impressions and 10.5 billion Hispanic impressions were not counted, further exacerbating challenges with properly counting these segments
Determined millions of ad inventory could not be sold
A staggering $690 million of ads could not be bought or sold as a result of the undercounting
Under pressure from VAB, Nielsen delays rollout of big data currency before upfronts
The VAB’s chief executive anticipates that the change will significantly slow Nielsen’s plans to launch its cross-channel currency Nielsen One, although Nielsen disputes this assessment.Read more on The Drum
The Task Force in the News
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