Traditional TV measurement is based on estimates of reach and frequency the viewer sees the ad. 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. 120 GRP can be 30% reach with an ad seen 4 times. Nielsen measures the audience through a variety of survey methods.
No one doubts the power of TV; images, screen size and sound to drive immersive experiential messaging to drive brand awareness and consideration.
However the future trend will be to maintain that aspect of TV measurement and add outcome based metrics. This could be store visits, site traffic, online or offline sales, delivering a full funnel measurement system.
Digital will drive this and there are a raft of companies that have emerged iSpot, Realytics, Conversion Logic, Survata, and others. https://www.geekwire.com/2018/ispot-raises-30m-accelerate-growth-tv-advertisement-analytics-technology/
The fragmentation of TV watching, growth of digital and use of mobile technologies in store will drive a closed loop measurement system.
One of the complaints about digitalTvadbuying is that it is still a small part of the TV reach. Omitting this from a plan may be foolhardy when the industry is changing and growing so fast with younger audiences rapidly shifting to streaming vs traditional TV.
BI PRIME: Consumers are tuning in Netflix and tuning out traditional pay TV. ... on their television is that of the streaming giant, according to Cowen's survey. ...
Forays into digitalTVadbuying should be to test, learn and scale as audiences migrate to digital platforms for TV viewing.
Incremental reach for a video buy online and/or digitalTVad can now be measured by Nielsen Total Ad Ratings by measuring the reach of a campaign across TV and online, revealing who saw an ad online, who saw it on TV and who saw it both places—allowing for strategic duplication and incremental reach.