Future of TV Briefing: The upfront measurement currency changeover will prolong the market and affect how ads are priced

This week’s Future of TV Briefing looks at how the transition to Nielsen’s big data plus panel measurement currency is complicating price negotiations in this year’s TV and streaming ad upfront market.

• Currency exchange
• WBD’s big split, NBCU’s upfront talks, TikTok’s likely reprieve and more

Currency exchange

The tariff-affected economy won’t be the only thing dragging out this year’s TV and streaming advertising upfront market. The long-awaited measurement currency changeover is finally happening, and it’s throwing another financial wrench in upfront negotiations. 

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