Demand for better numbers is making measurement companies the strongest sector of the media business, Tom Eagan, managing director and senior research analyst at The Telsey Group, said.
Speaking at NewBay Media's Advanced Advertising and Measurement Summit in New York Tuesday, Eagan said that entertainment companies have been going through a difficult time financially.
"Measurement isn't what they want it to be," Eagan said. "Better measurement is the key."
What the networks are looking for from the industry's two big competitors — Nielsen and comScore — is cross-platform metrics and advanced demographics that will help them sell commercials while competing against digital advertising options.
Eagan noted that this year digital ad spending is likely to tie TV advertising, at about $65 billion, and to surpass it next year.
While it's important for both comScore and Nielsen to get their new cross-platform and total audience measurement products out to the networks and ad agencies in time for a test drive during this upfront, that data won't be used to determine ad buys until the 2017 upfront.
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