, Today’s column by Steven Golus, founder at, To simplify, we'll break this into two sections: linear TV measurement and the newish area of measuring the impact of TV advertising on business outcomes, using set-top box and commercial content-coding data. The result: around 130 million. Sign up to be an AdExchanger Member today and get unlimited access to articles like this, plus proprietary data and research, conference discounts, on-demand access to event content, and more! Regardless of whether you're measuring a flat screen TV or another model type, start with the end of your tape measure at the top left corner of the screen and extend it to the bottom right corner. Measurement. We have built the connected tissue to track online and offline KPIs at scale. All we need to do is call on the TV investment team, and the money will flow.". This translates into a tool called GRP, gross rating points.A rating point is one per cent of an audience, meaning a show has a rating of 30 when reaching 30% of the viewers. You would watch a commercial, for example, this one for Phone Relief, and after the commercial, a phone number would appear on the screen. How Biden’s Rebels Blew Up Trump’s Death Star, Facebook Conversion Lift Measurement Issue Goes Undetected For 12 Months, Apple Fixes A Major SKAdNetwork Bug – But Implementing It Still Won’t Be Easy, the complex relationships between broadcasters and MVPDs, An Introduction To TV Advertising: Pre-Upfront Planning, An Introduction To TV Advertising: The Upfronts, Introduction To TV Advertising: MVPDs, Local And Addressable TV, With Upfronts Upended, The TV Industry Is Banking On Addressable, Facebook’s Misinfo Problems Continue; Vizio’s Inscape Limits Data Use, Media Owners Revolutionize Their Data Strategies While Facing New Risks Along The Way, To Make TV Attribution Better, We Need To All Get On The Same Page, Digital Buoys Global Ad Spend Big Time During The Pandemic. These graphs are even stronger when platforms have access to data across devices, MVPDs and measurement start. As part of our overall measurement, OTT advertisers are able to measure viewership on the day! 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