Forbes Contributor Brad Adgate caught up with several of the leaders in the television measurement space to get their insight into the future of audience measurement. TVision's CEO Yan Liu contributed.
Yan says, "The future of TV-specific measurement will rely on both big data providers and panels. Both are needed since large data sets (think set-top-box and smart TVs) only account for household-level viewing. Specific demos are often over- or under-represented by household data. For example, projected demographic viewership based on household-level data alone overstates the size of the "males under 18" demo that watch a major sports TV network by 185%. To solve these inaccuracies, the industry needs person-level viewing data to calibrate their big data sets — this data is available through TVision’s calibration panel."
To hear more from Yan and other industry leaders from TVSquared, VideoAmp, iSpot and more, check out the full article on Forbes.