Variety Studio at Cannes Lions: The Evolution of TV Measurement

PRESENTED BY Inscape & iSpot.tv

Krishan Bhatia, EVP of Business Operations & Strategy at NBCUniversal and Sean Muller, CEO & Founder of iSpot.tv, sat down with Todd Spangler of Variety, to discuss how advertisers are seeking the changes that their respective organizations are driving.

TV measurement has evolved tremendously. Long gone are the days where advertisers focused solely on age and gender. “TV is going through an evolution. You used to buy based on age and gender and reach, and then it moved towards audience targeting, cross-screen; and now it’s continued to evolve towards outcome-based.” – Sean Muller, CEO & Founder of iSpot.tv

TV is now an outcome based medium, giving brands the power to measure consumer actions and intent. “It’s something the clients are requesting because digital platforms have accustomed them to be able to measure impact almost instantaneously.” – Krishan Bhatia, EVP of Business Operations & Strategy at NBCUniversal

Check out Krishan and Sean’s full interview.

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