Demographics or Data: Which One Will Dominate Future Ratings Measurement?

From Jason Lynch at 

Nielsen is rolling out its total audience measurement tool by next March, and the company is already looking ahead to how it—and the industry—will measure viewing habits into the next decade.

Speaking at a New York Advertising Week panel about ratings measurement in 2025, Megan Clarken, Nielsen's president of product leadership, talked about the company's launch of digital content ratings on Friday, a story Adweek broke this morning. "It's very exciting for us," Clarken said. "It was only dreamed about eight years ago, and here it is."

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