Nielsen chief pins down “new-normal” media-measurement theories with new-life realities

Nielsen, the media-measurement company, has identified various important trends that have emerged during COVID-19, and could remain in place once the recovery begins.

Why it matters

Media measurement was faced with challenges before COVID-19, with a search for cross-platform metrics and shifts to streaming platforms both upending established industry-wide techniques. The need for new approaches – often mixing old tactics with no