MEASURING TV TODAY

WHAT ARE THE METRICS THAT MATTER NOW?
Evan Shapiro and Marion Ranchet dive into cross-platform measurement, the top priority for ad buyers in 2025 and a growing challenge worldwide. They explore how fragmented data, inconsistent standards, and a lack of collaboration between broadcasters and platforms are making it harder to track audiences across TV, streaming, mobile, and more. The conversation highlights why standardized, transparent measurement is critical for advertisers and the industry’s future. They debate whether having multiple competing measurement systems sparks innovation — or just adds confusion — as the media landscape rapidly evolves.

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Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Greetings
• (00:33) - Special Episode Announcement
• (00:38) - Importance of Cross-Platform Measurement
• (00:49) - U.S. Data Insights
• (01:29) - European Perspective on Measurement
• (02:14) - Big Data Solutions for TV Measurement
• (03:27) - Streaming vs. Broadcast TV
• (05:33) - Four-Screen Viewing in the UK
• (07:19) - Challenges in Cross-Platform Measurement
• (11:08) - Future of TV and Digital Advertising
• (23:57) - Conclusion and Farewell