Horizon Media Vows to Spend Up to 15% of Upfront Dollars on New Measurement Deals
variety.comBrian Steinberg Senior TV EditorAs TV networks race to find a new yardstick to measure modern video audiences, one top buyer of commercial time says it’s already waiting at the finish line.Horizon Media, an independent Madison Avenue media agency that works for big-spending clients like Berkshire Hathaway’s Geico and Anheuser-Busch InBev’s Corona, said it intends to commit “up to 15% of its deals” in the industry’s coming upfront market using new measurement currencies that don’t rely on the sector’s longtime tabulator of audiences, Nielsen.
Horizon issued a request for information to various media companies in the fourth quarter of 2021, and expects to work “with media entities including Paramount, NBCUniversal, Warner Bros.
Discovery, AMC Networks, as well as Allen Media Group and several other minority-owned and targeted companies, on collective solutions,” the company said in a statement.
Horizon will continue to use Nielsen measures, but also intends to incorporate “2-3 alternate currencies” as a bedrock for striking deals in the upfront, when U.S.
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