Brian Steinberg Senior TV Editor Big media companies and Nielsen have battled for months over the exact way to count TV viewers who no longer watch traditional TV when they want to see a favorite sitcom or drama.
One media agency wants to test a different tactic. Mediahub, a media-buying agency that is part of Interpublic Group, has been asking big media companies to consider ad deals that involve not just guarantees of audience impressions, as has long been the norm.
but commitments to other sorts of measures that examine whether the commercials spur the people who saw them to take new action.
Such a deal could put “more skin in the game from media partners,” says Carrie Drinkwater. the agency’s chief investment officer. “It also helps them change the conversation to get away from the Nielsen linear discussion.” Most deals between advertisers and TV networks are typically based on the number of consumers commercials are expected to reach ,with a measure known as a CPM, or cost of reaching 1,000 people, utilized as a means of comparison to other media inventory.
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