May 20, 2022 By Marty Swant Publication: Forbes
Better tech doesn’t necessarily mean a better understanding of audiences overall, notes Mitch Metcalf, a former broadcast executive at NBC and ABC. He notes that although startups might be better at measuring certain subsets of audiences, it doesn’t mean they see the whole thing at once. And although there are still issues with Nielsen’s sample sizes, he says they’re at least measuring “real people in real homes.” “The problem is that it’s an excellent, excellent view of a subset of the audience,”Metcalf says of measurement startups. “It doesn’t really give you a view of all smart TVs or, God forbid, TVs that aren’t smart.”
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