Shift Happens: Industry Mobilizes to Create Measurement System Across All Screens

2328879637_c0d2e376ffAdAge says: In the latest and clearest sign that TV audiences have begun to turn to other venues to enjoy their favorite programs, a large group of advertisers, media conglomerates and ad-buying firms have joined together to create a system to measure viewers across TV, the web and mobile screens. In doing so, the group could end up competing with what is currently the main purveyor of TV-audience data, Nielsen.

Among the players, according to people familiar with the situation, are NBC Universal, Time Warner, News Corp., Procter & Gamble, Unilever, CBS Corp., Discovery Communications, Viacom, AT&T, Walt Disney, WPP’s Group M and Publicis Groupe’s Starcom MediaVest Group. The companies are expected to announce their venture formally in September, according to these people.

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