With the advancement of technologies, the media landscape is changing, as are the audience’s viewing habits. Particularly with the emergence of streaming media, viewers got a myriad of options to choose from, which made a huge difference for people who had only a handful of stations to select and watch. And, more importantly, it provides them with the convenience of watching their favourite shows anytime and from anywhere.

In the media ecosystem, particularly for advertising on TV, it is critical for all parties involved to understand the users’ viewing

After a 19-month suspension, Nielsen’s TV measurement stick has finally regained some of its clout after the Media Rating Council reinstated the company's national TV ratings.

Disney Advertising, which owns ESPN and other outlets, recently held an unusual three-hour closed-door meeting with Nielsen executives, spanning key players from across industry segments, to discuss concerns about the accuracy of live sports ratings.

Audiences are fragmented across channels. Between linear TV, connected TV, mobile, and desktop, it’s hard to get a single view of audiences.