The Business Of Data With Jon Lafayette: More Talk About Currency
The year opens with data and measurement at the forefront. Decisions need to be made about what the industry needs now and who will provide it. It's a cycle we've seen before and we'll see where this round of musical chair leaves us.
CIMM Report Says Ad Industry Can Support ‘At Least Two’ Currency Providers
Some issues make it difficult to switch providers
In the television business, you need currency to make money. And you need money to make currency.
As long as you’re buying and selling eyeballs, you need someone to provide an accurate count. For decades, Nielsen has been the dominant measurement company, and its ratings have been the industry’s currency.
Like fans at a ballgame yelling at the umpire, TV executive often complain about Nielsen and seek out an alternative. For the past few years, it seemed possible that the availability of big data would give tech-savvy companies the ability to offer alternative currencies.
A new report commissioned by the Coalition for Innovative Media Measurement concludes that the U.S. TV market should be able to support at least two national currency-grade TV measurement providers. [READ MORE]
CTV Expected to Lead Way As Ad Industry Grows in 2026, Mediaocean Study Says
After the uncertain business outlook that clouded last year, 2026 is likely to be a growth year, according to a new report from Mediaocean.
According to the company’s first half advertising outlook survey, marketers plan to selectively increase investment. Those incremental dollars will come to channels marketers believe provide measurable outcomes, richer creative formats, and tighter connection to consumer behavior.
Connected TV and other forms of digital video, AI-driven environments, and creator-led media stand to benefit most, while traditional formats enter 2026 with continued budget pressure, the survey found. [READ MORE]
Super Bowl Prediction: Commercials Will Feature Celebrities
With the NFL playoffs down to four teams, the focus on the Super Bowl is intensifying.
Commercials have always been a big part of the Super Bowl experience, and this year will be no exception. Marketers got on board quickly. NBCUniversal said it sold out its Super Bowl inventory way back in October. On average, advertisers spent more than $8 million for 30-second spots during the Super Bowl, and some spent as much as $10 million.
A lot of thinking is going into what kinds of commercials to air during the big game.
Measurement and analytics firm iSpot looked at the trends scene in recent games and has found a few things that viewers should be looking forward to when the game stops for a commercial break. [READ MORE]
Jury Orders EDO to Pay $18.3 Million to iSpot for Breach of Contract
Ad data and analytics firm EDO was ordered by a jury to pay $18.3 million to rival measurement company iSpot for breach of contract.
In a lawsuit filed in U.S. District Court in the Central District of California, iSpot said that EDO, co-founded by actor Edward Norton, used iSpot’s proprietary data and systems to build a competing business.
EDO agreed to contracts making it an iSpot client in order to measure and predict movie box office performance, according to the suit. Those contracts barred EDO from using iSpot material to build a TV analytics service. [READ MORE]
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