Data Inaccuracy's Impact on Media Budgets
Truthset's Chip Russo discusses the impact of data inaccuracy, how creators have taken over YouTube views, and more in this week's Data Dose newsletter.
This Week’s Data Dose:
- Is Inaccurate Data Draining Your Media Budget?
- Creators’ Tube Takeover
- Book A Consultation With The Measure Today
- Marketers Enter Upfronts With Budget Caution
- Netflix Just Needs This Audience For Action Movies
- This Week’s Free Report: 2026 Video Ad Spend & Strategy Report (via iSpot)
Is Inaccurate Data Draining Your Media Budget?
Data quality is an enormous concern today, and Truthset is trying to add more transparency to how the media industry transacts. Truthset President Chip Russo shares more with The Measure on how the company is emphasizing validity and accuracy. [WATCH MORE]
Creators’ Tube Takeover
It’s no secret that creators are huge on YouTube. But their growth in recent years has been truly astounding. Data from Tubular Labs shows how creators jumped from 88% of YouTube views in 2024, to 92% in 2025 and nearly 95% in 2026 so far. [READ MORE]
Interested in learning more about our services? Want to talk about the industry on a wider scale? Or curious about how The Measure team may be able to help your business? Let's chat!
Marketers Enter Upfronts With Budget Caution
Nearly half (47.5%) of marketers expect upfront budgets to stay the same this year, while another 32% expect declines of at least 1% – according to new survey data from iSpot looking at marketers' assessments of this year's video ad trends. [READ MORE]
Netflix Just Needs This Audience For Action Movies
As Greenlight Analytics points out, Netflix doesn’t need its action movies to appeal to every subscriber — just 25-to-44 year-olds. The firm’s research found that 63% of Netflix action fans fall within that demographic, insights that can help inform content strategy. [READ MORE]
Jon Lafayette’s Upfront Recaps
Plus, if you missed any of Jon Lafayette’s exclusive Upfronts coverage for The Measure last week, catch yourself up!
- Netflix Pushes Ad Tech During Upfront Presentation
- TV Companies Unite On Outcomes to Battle Digital Rivals
- Jimmy Kimmel Scores at Disney’s Sports-Centric, Star-Studded Upfront
- Day One At the Upfront – Oprah Vs. Outcomes
This Week’s Free Report: 2026 Video Ad Spend & Strategy Report (from iSpot)
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